Tracking URL HubSpot: A Step-by-Step Guide to Analytics

Bastien Paul
Bastien Paul
·
April 2, 2024
·
4
minutes

Are you ready to take your marketing campaigns to the next level? Tracking URLs are the key to unlocking the full potential of your marketing efforts. With HubSpot’s robust tracking URL features, you can gain valuable insights into the performance of your campaigns and optimize them for maximum results.

In this comprehensive guide, we will explore the power of tracking URL HubSpot and provide you with a step-by-step process to enhance your campaign analytics.

Key Takeaways

  • HubSpot’s Tracking URL Builder simplifies campaign analytics by providing an easy-to-use platform for managing tracking URLs.
  • UTM parameters can be added to track website traffic and measure user engagement, allowing for optimization of campaigns based on data insights.
  • HubSpot provides convenient features such as the Traffic Analytics tool and Manage Duplicates feature, enabling users to differentiate between paid/organic traffic, conduct A/B testing, audit & clean up URLs regularly for accurate data & optimal performance.

The Essentials of HubSpot Tracking URLs

A person using a laptop to create tracking URLs in HubSpot

The foundation of any successful marketing campaign lies in accurate tracking and analysis. Tracking URLs are custom links that include UTM parameters, allowing you to measure the success of marketing campaigns and traffic sources. Applying these tracking URLs helps accumulate significant data related to your campaign performance, which simplifies the process of optimizing your marketing efforts.

HubSpot provides a comprehensive platform for managing tracking URLs, which simplifies the procedure of creating, analyzing, and optimizing your HubSpot campaign. HubSpot’s Tracking URL Builder allows for the quick creation of unique tracking URLs and integrates smoothly with Google Analytics, providing all the necessary information for data-driven decisions.

What is a Tracking URL?

A tracking URL is a custom link that includes UTM parameters, which are small pieces of code appended to the end of a URL to monitor the source of website traffic. UTM codes have a limit of five parameters. These include:

  • Campaign
  • Source
  • Medium
  • Content
  • Term

These parameters are vital for monitoring your marketing campaign’s performance and identifying which campaigns, promotions, or sources attract visitors to your website.

The purpose of tracking URLs is to accurately measure user engagement and attribute the success of a campaign to specific pieces of content. Generating tracking URLs with the appropriate UTM parameters allows for tracking website traffic from its origin and optimizes campaigns based on data-driven insights.

Why Use HubSpot for Your Tracking URLs?

HubSpot’s Tracking URL Builder offers a user-friendly solution for creating and managing tracking URLs. The platform allows you to easily tag and track external links, as well as integrate seamlessly with Google Analytics for a comprehensive view of your campaign performance.

Some of the benefits of using HubSpot’s Tracking URL Builder include tracking campaign traffic, integrating UTM codes, and improving campaign analytics. Furthermore, HubSpot’s automatic tagging and tracking can enhance your online marketing strategies by enabling you to track which ads contacts click and convert on, streamline customer data management, and measure the ROI of each ad campaign.

It can also help you set up a efficient lead scoring for your contacts and check who are closest to your bottom funnel.

Setting Up Your First HubSpot Tracking URL

A hand selecting options on the Tracking URL Builder interface

Setting up your first HubSpot tracking URL is a simple process that allows you to start gathering valuable data on your marketing campaigns. By creating custom tracking URLs with UTM parameters, you can accurately measure and analyze website conversions, enabling you to monitor the efficacy of various marketing channels, campaigns, and sources.

This section guides you through accessing the Tracking URL Builder, creating a custom tracking URL, and adding UTM parameters for effective campaign tracking. By the end of this section, you’ll be well-equipped to set up your first HubSpot tracking URL and start optimizing your marketing campaigns.

Accessing the Tracking URL Builder

To access the Tracking URL Builder in HubSpot, simply log in to your HubSpot account and navigate to Reports > Tracking URL Builder. Once there, click Create Tracking URL to start generating your custom links. The platform offers an easy-to-use interface for creating tracking URLs, with features such as setting UTM parameters for Google Ads campaigns, visually refreshing the user interface, and integrating with HubSpot campaigns and sources. With this tool, you can easily create tracking url for your marketing needs.

find tracking url builder in hubspot settings

Before you start generating tracking URLs, ensure that you meet the requirements for accessing the Tracking URL Builder in HubSpot. These include:

  • Having a HubSpot account with the appropriate permissions (such as Edit access)
  • Installing the HubSpot tracking code on your website
  • Creating a campaign or ad in HubSpot for which you wish to track traffic.

Crafting Your Tracking URL

Creating a tracking URL in HubSpot involves selecting a target page, creating a campaign name, and choosing a source. The target page refers to the specific page on your website that you wish to track traffic to. To select the target page, simply enter the landing page url of the page in the appropriate field when creating a tracking URL.

The campaign name is a unique identifier that allows you to track the performance of your marketing campaigns. To create a campaign name, provide a name that accurately represents your marketing campaign when setting up your tracking URL. Once you’ve generated the tracking URL, you can use it in your marketing campaigns to monitor performance and effectiveness.

Adding UTM Parameters

UTM parameters play a crucial role in tracking URLs, as they help measure and analyze website conversions in greater detail. These parameters, also known as Urchin Tracking Module codes, are snippets of text appended to the end of a URL to track the performance of a given digital campaign.

hubspot tracking url example

To add UTM parameters to a HubSpot tracking URL, you can input the necessary information such as:

  • Campaign name
  • Source
  • Medium
  • Content
  • Term

These parameters enable you to track and attribute contacts to specific campaigns, providing invaluable insights into the origins of traffic and facilitating the optimization of inbound marketing efforts.

A wonderful contact property called Original Source will automatically take the value of you UTM campaign and UTM source (Original Source Drill Down 1 and Origianl Drill Down 2)

Integrating with Google Analytics

Two interconnected gears representing the integration of HubSpot and Google Analytics

One of the most important HubSpot integrations is Google Analytics, it can provide you with a comprehensive view of your campaign performance and website traffic data. By linking the two platforms, you can:

  • Analyze HubSpot data within Google Analytics
  • Have a smooth flow of data
  • Enable the analysis of website traffic, user behavior, and other relevant metrics in one central place.

In this section, we will discuss how to link HubSpot and Google Analytics to enable seamless data sharing between the two platforms, as well as the steps to view and analyze HubSpot tracking URL data within Google Analytics for deeper insights into your marketing campaigns.

This integration will bridge the gap between these two apps and have a more reliable Original Source property.

Linking HubSpot and Google Analytics

To connect your HubSpot account to Google Analytics, follow these steps:

  1. Navigate to the Website > Pages menu in the left sidebar of your HubSpot account settings.
  2. From there, you can connect HubSpot to your Google Analytics account.
  3. Add your Google Analytics account number in HubSpot.
  4. Once connected, HubSpot will automatically add the Google Analytics tracking code to your website, ensuring accurate data collection.

Linking HubSpot and Google Analytics offers a range of advantages, such as:

  • Improved data collection
  • Tailored customer experiences
  • Comprehensive reporting
  • Precise attribution

By connecting the two platforms, you can access a wealth of information about your visitors and their behavior on your website, enabling you to make data-driven decisions to optimize your marketing campaigns.

Analyzing HubSpot Data in Google Analytics

Once your HubSpot account is connected to Google Analytics, you can view and analyze HubSpot tracking URL data within Google Analytics for deeper insights into your marketing campaigns. To set up custom reports in Google Analytics for HubSpot data, follow these steps:

  1. Log in to your Google Analytics account.
  2. Select the ‘Customization’ tab.
  3. Click the ‘+ New Custom Report’ button.
  4. Configure the report settings, such as the report name, metrics, and dimensions.
  5. Apply filters to include only HubSpot data.

In Google Analytics, you can evaluate various metrics for HubSpot tracking URLs, such as:

  • Website traffic data by source, topic cluster, and device type
  • Time on page
  • Bounce rate
  • Number of page views
  • Referral source/medium
hubspot campaign tracking in google analytics

By analyzing these metrics, you can assess the success of your marketing campaigns and make informed decisions to enhance your marketing strategy.

Advanced HubSpot Tracking Techniques

A split path signifying A/B testing with tracking URLs

To fully harness the power of HubSpot tracking URLs, it’s essential to explore advanced tracking techniques. In this section, we will discuss how to differentiate between paid and organic traffic using HubSpot tracking URLs and conduct A/B testing with tracking URLs for more accurate campaign analysis and optimization.

By implementing these advanced tracking techniques and using analytics tools, you can gain deeper insights into your marketing campaigns, enabling you to make data-driven decisions and optimize your campaigns for improved outcomes.

Differentiating Between Paid and Organic Traffic

Distinguishing between paid and organic traffic is essential for optimizing your marketing campaigns. Paid traffic typically originates from paid search campaigns or advertisements, while organic traffic comes from non-paid search engine results. In HubSpot, you can differentiate between paid and organic traffic by examining the traffic sources in the Traffic Analytics tool and selecting the ‘Organic search’ source in the Sources table.

Using HubSpot tracking URLs to differentiate between paid and organic traffic allows you to gain valuable insights into the performance of your marketing campaigns and sources. This information can help you make informed decisions to optimize your marketing efforts and allocate your resources more effectively.

A/B Testing with Tracking URLs

A/B testing with tracking URLs involves:

  • Creating multiple tracking URLs with distinct UTM parameters
  • Evaluating and comparing the effectiveness of various campaign elements, such as ad copy, design, or calls to action
  • Comparing two versions of a URL to determine which one performs better in terms of user engagement, conversions, or other metrics.

A/B testing with tracking URLs can bolster marketing performance by providing marketers with the ability to:

  • Assess the effectiveness of varied versions of marketing content
  • Accumulate data on user activities and behavior
  • Optimize their campaigns
  • Make informed decisions for improved outcomes.

Best Practices for Managing Tracking URLs in HubSpot

A organized file cabinet with labeled folders for tracking URLs

To maximize the benefits of HubSpot tracking URLs, it’s important to follow best practices for managing your tracking URLs. In this section, we will discuss the importance of consistency in tracking URLs, tips for keeping track of your URLs, and the value of conducting regular audits and clean-up.

By implementing these best practices, you can ensure accurate data and optimal campaign performance, enabling you to make data-driven decisions and optimize your marketing efforts.

Consistency Is Key

Consistency in HubSpot tracking URLs is essential, as it enables you to make informed marketing decisions and optimize your campaigns for improved outcomes. Utilizing UTM codes consistently allows you to assess the performance of your marketing initiatives and acquire valuable insights into visitor behavior on your website. Moreover, keeping your brand elements consistent across different platforms helps to amplify their effect and reinforce your brand identity.

To maintain consistency in UTM parameters and naming conventions in HubSpot tracking URLs, follow these steps:

  1. Establish uniform UTM tracking codes.
  2. Ensure your URLs and links are consistent.
  3. Utilize a consistent naming convention for your UTM parameters across campaigns.
  4. Keep names straightforward and comprehensible.

Keeping Track of Your URLs

Keeping a centralized list of your tracking URLs is vital for effective management. Tracking your URLs helps avoid duplication, simplifies management, and lowers the risk of inaccurate data.

To keep track of your URLs in HubSpot, you can use the Tracking URL Builder to create tracking urls and the Traffic Analytics tool to monitor and manage your tracking URLs effectively. Additionally, you can utilize the ‘Manage Duplicates’ tool available for Professional and Enterprise tiers of HubSpot to identify and remove potential duplicates in your CRM records.

Regular Audits and Clean-Up

Performing regular audits and clean-up of your tracking URLs is necessary for maintaining accurate data and achieving optimal campaign performance. It is recommended to audit and clean up tracking URLs in HubSpot on a monthly or quarterly basis for optimal results.

By conducting regular audits and clean-up, you can ensure that your data remains accurate and up-to-date, leading to improved data organization, enhanced campaign performance, and accurate data-driven decision-making.

Real-World Applications of HubSpot Tracking URLs

HubSpot tracking URLs have a wide range of real-world applications, from enhancing email marketing campaigns to boosting PPC ad performance. By implementing tracking URLs in your marketing campaigns, you can gain valuable insights into the performance of your campaigns and optimize them for maximum results. To start reaping the benefits, incorporate a tracking url immediately into your strategy.

This section will guide you on using HubSpot tracking URLs to improve email marketing campaigns and enhance PPC ad performance, enabling data-driven decisions and optimization of marketing efforts.

Enhancing Email Marketing Campaigns

Email marketing campaigns can greatly benefit from the use of tracking URLs. By creating unique tracking URLs for email links, you can track traffic from the campaign to a particular page with the HubSpot tracking code. This allows you to assess the efficacy of your email campaigns and understand how and when visitors access your site through a URL in a given campaign.

Furthermore, tracking URLs allow you to run tests, experiment with different language and offers, and observe which elements resonate with your audience. By analyzing the UTM data from your email campaigns, you can track and gauge the efficacy of your email campaigns using UTM parameters, ultimately optimizing your email marketing strategy.

Boosting PPC Ad Performance

Pay-per-click (PPC) advertising is a powerful online marketing strategy that allows advertisers to pay a fee each time their ad is clicked. By implementing tracking URLs in your Google AdWords ads or LinkedIn Ads (check out HubSpot LinkedIn Ads integration), you can track keyword performance, ad placements, and overall campaign success, enabling you to optimize your campaigns based on data-driven insights.

HubSpot tracking URLs provide invaluable insight into PPC ad performance, allowing you to:

  • Measure the effectiveness of your marketing campaigns
  • Allocate your resources more effectively
  • Make informed decisions to enhance your marketing efforts
  • Boost your PPC ad performance

By creating unique tracking URLs for your PPC ads and analyzing the resulting data, you can optimize your marketing strategy and achieve better results.

Summary

To sum up, HubSpot tracking URLs offer a powerful solution for tracking and optimizing marketing campaigns. By using HubSpot’s Tracking URL Builder, integrating with Google Analytics, implementing advanced tracking techniques, and following best practices, you can gain valuable insights into your marketing campaigns and make data-driven decisions to optimize your efforts. Harness the power of HubSpot tracking URLs, and elevate your marketing campaigns to new heights.

Frequently Asked Questions

What is a HubSpot tracking URL?

A HubSpot tracking URL is a regular URL with added parameters that help track the success of your marketing campaigns. When visitors use the URL to access your site, HubSpot's sources report will record it and allow you to measure its performance.

How do I track a website with HubSpot?

To track a website with HubSpot, go to Settings > Tracking Code in your account and create a trackable link. Additionally, navigate to Marketing > Tracking > Tracking URL Builder for further instructions.

What is HubSpot links?

HubSpot links are shortened URL's automatically created when you publish social posts to save space, track clicks, and create easy-to-use links for your audience. The default link used is a 23-character "hubs.ly" tracking link.

What is the main advantage of using HubSpot for tracking URLs?

The main advantage of using HubSpot for tracking URLs is its easy-to-use Tracking URL Builder, automatic tagging and tracking of external links, and seamless integration with Google Analytics.

What are UTM parameters and why are they important?

UTM parameters are tags added to URLs to track website performance, enabling marketers to accurately measure and analyze the success of their campaigns.

Frequently Asked Questions

What are UTM parameters and why are they important?

UTM parameters are tags added to URLs to track website performance, enabling marketers to accurately measure and analyze the success of their campaigns.

What is the main advantage of using HubSpot for tracking URLs?

The main advantage of using HubSpot for tracking URLs is its easy-to-use Tracking URL Builder, automatic tagging and tracking of external links, and seamless integration with Google Analytics.

What is HubSpot links?

HubSpot links are shortened URL's automatically created when you publish social posts to save space, track clicks, and create easy-to-use links for your audience. The default link used is a 23-character "hubs.ly" tracking link.

How do I track a website with HubSpot?

To track a website with HubSpot, go to Settings > Tracking Code in your account and create a trackable link. Additionally, navigate to Marketing > Tracking > Tracking URL Builder for further instructions.

What is a HubSpot tracking URL?

A HubSpot tracking URL is a regular URL with added parameters that help track the success of your marketing campaigns. When visitors use the URL to access your site, HubSpot's sources report will record it and allow you to measure its performance.

Bastien Paul
Bastien Paul
Bastien is the CRO of Hublead. With over 5 years in marketing and sales, using Hubspot, Bastien has written several studies and marketing guides based on data, many of which are well-known in the industry. Bastien likes to question standard marketing and sales beliefs and aims to make things simpler and more efficient.
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