How to push UTM parameters to HubSpot

By default, SourceLoop ships with a sensible mapping that writes UTM and source data to a set of sourceloop_* custom properties on the HubSpot contact. For most teams that’s enough. For teams that already have their own UTM properties (or want SourceLoop’s data to drive a HubSpot workflow that already exists), you can remap any field to any HubSpot property.

This article covers the field mapping system end to end, default mapping, customising it, contact vs company vs deal mappings, and direction.

Before you start

You’ll need:

• HubSpot connected to SourceLoop (the connection must show Connected)
• HubSpot Super Admin or Account Access (to create custom properties on HubSpot’s side if you want SourceLoop to auto-create them)
• Admin or Owner role in SourceLoop

The fields SourceLoop can push

SourceLoop tracks every visitor session across these dimensions. Any of them can be pushed to HubSpot:

Contact identity:

• Email, contact name, phone, company name, country, city, title, LinkedIn URL

Attribution (per-touchpoint):

• First-touch: source, medium, campaign, content, term, landing page, channel, keyword
• Last-touch (converting session): same set
• Multi-touch model output: configurable per workspace

Lifecycle:

• Lead status (raw and mapped, see Map SourceLoop stages to HubSpot lifecycle stages)
• Lifecycle stage (raw and mapped)
• Lead score
• Qualified (true/false)

Revenue:

• Quote value (expected revenue from this lead)
• Sales value (realised revenue, when payment integrations are connected)

The default mapping

When you connect HubSpot and enable outbound sync, SourceLoop ships these default mappings on the contact entity:

• first_channel → sourceloop_first_channel
• first_source → sourceloop_first_source
• first_medium → sourceloop_first_medium
• first_campaign → sourceloop_first_campaign
• first_landing_page → sourceloop_first_landing_page
• latest_channel → sourceloop_latest_channel
• latest_source → sourceloop_latest_source
• latest_medium → sourceloop_latest_medium
• latest_campaign → sourceloop_latest_campaign
• latest_landing_page → sourceloop_latest_landing_page
• lead_status_raw → hs_lead_status
• lifecycle_stage_raw → lifecyclestage

These custom properties are created in your HubSpot portal automatically the first time SourceLoop writes to them, you don’t have to pre-create anything.

Step 1: Open the HubSpot drawer

1. Sign in to SourceLoop.
2. Open Setup -> CRM -> HubSpot. The drawer opens with the connection status at the top and several stacked sections: Lead status mapping, Lifecycle stage mapping, Deal stages, and Field mappings.

3. Scroll down to the Field mappings section. It lists the entities you can map (Contacts, Companies, Deals) each with its own Edit button.
4. Click Edit next to Contacts (or Companies / Deals depending on which entity you’re mapping).

Step 2: Add a custom mapping

1. Click Add mapping.
2. Pick the entity type:
   • Contact (most common)
   • Company (account-level attribution; SourceLoop aggregates from the company’s contacts)
   • Deal (closed-won attribution; sourced from the contact that opened the deal)
3. Pick the SourceLoop field (left dropdown), e.g., first_campaign.
4. Pick the HubSpot property (right dropdown), e.g., original_utm_campaign (your existing property) or type a new property API name.
5. Pick the direction:
   • Outbound (SourceLoop → HubSpot) — for fields you want SourceLoop to own.
   • Inbound (HubSpot → SourceLoop) — for HubSpot data you want SourceLoop to import (e.g., HubSpot’s own deal stage, owner, deal amount).
   • Bidirectional — both ways; the most-recent value wins.
6. Click Save.

The new mapping takes effect on the next sync cycle (within 15 minutes).

Step 3: Verify the mapping is working

1. Wait for one full sync cycle (~15 minutes) after a new conversion happens.
2. Open the contact in HubSpot.
3. Check the properties you mapped, the values should match what’s on the contact in SourceLoop’s Contacts Hub.

If a property isn’t getting written, see the troubleshooting checklist in Troubleshoot HubSpot sync issues.

When to map to your own properties vs SourceLoop’s defaults

A simple rule of thumb:

• Map to SourceLoop defaults when HubSpot is your CRM but you don’t have UTM workflows already wired to other properties. The sourceloop_* properties keep the marketing data cleanly namespaced.
• Map to your own properties when you’ve already built HubSpot workflows, lists, or reports against your own UTM fields (e.g., original_utm_source, latest_utm_source). Pointing SourceLoop at those fields means your existing automation just works.

If you’re not sure, start with the defaults. You can always add custom mappings later without breaking anything.

Company and deal mappings

Most teams stop at contact-level mappings. Two cases where company / deal mappings are useful:

• B2B with account-based reporting — push first-touch source to the company record so your sales reports group by source at the account level (e.g., “all leads from this account came in via LinkedIn organic”).
• Closed-won attribution — push the original contact’s first-touch source to the deal record so HubSpot’s revenue reports can group by source.

Both use the same mapping flow, just pick the entity type accordingly.

What’s next

Once your contact properties are flowing, the natural next step is mapping lifecycle stages and lead status so SourceLoop’s internal pipeline aligns with HubSpot’s. See Map SourceLoop stages to HubSpot lifecycle stages.