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Seamlessly Integrating Facebook UTM Parameters with HubSpot Using Zapier

Published on Feb 28th, 2024

In the fast-paced world of digital marketing, understanding the origin of your website traffic is crucial to optimize your strategies and investments. One of the many tools at your disposal is tracking UTM parameters from social media platforms like Facebook. If you're using HubSpot as your CRM or marketing platform and you're looking to enhance your insight by passing Facebook UTM parameters into it, then automation service Zapier is your go-to solution. This article will guide you through the process of setting up a Zap—a Zapier automation workflow—to ensure these valuable data points do not slip through the cracks.

Firstly, it's important to clarify what UTM parameters are. UTM (Urchin Tracking Module) parameters are simple code tags you add to a URL to track vital metric details on your traffic and conversions. When someone clicks a link tied to your Facebook ad, the UTM parameters within the URL are passed along. This gives you a clear understanding of the effectiveness of your online marketing campaigns in HubSpot.

To begin with, you will need an active Zapier account as well as access to both your Facebook Ads Manager and HubSpot account. The process is fairly straightforward:

  1. Login to your Zapier account and select 'Make a Zap'.

  2. Choose Facebook Lead Ads as your trigger app and set up the trigger event when a new lead is captured on Facebook.

  3. Next, you'll select HubSpot as your ‘Action’ app where you wish to send the UTM parameters.

  4. Here, you will need to map out the data from Facebook to the relevant fields in HubSpot. Make sure to include fields for each UTM parameter (e.g., utm_source, utm_medium, utm_campaign, etc.).

  5. Test this setup to ensure that the information from Facebook is accurately passing through to HubSpot. Adjust any mappings if required.

  6. Finally, name your Zap and turn it on.

With these steps, your marketing campaigns can now benefit from enriched lead data in HubSpot empowering you to make data-driven decisions and precise refinements to your marketing efforts.

Remember to regularly monitor your Zaps to ensure data is being passed correctly and adjust your setup if your campaign or tracking needs change. Automation with Zapier not only saves time but also ensures that every lead is accounted for and every piece of data is where it needs to be.

Now that you have the knowledge to link Facebook UTM parameters with HubSpot, your analysis of marketing campaigns will soar to new heights, bringing you insightful data that can lead to impactful business decisions.

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