36 Custom Properties You Should Use in HubSpot for Better Marketing Attribution

Are you looking to build single-touch, multi-touch, or hybrid attribution reporting in HubSpot? Then you need to create custom properties that serve as the foundation for your attribution reporting. In this article, we'll show you 36 custom properties that will help you get started.

To make it easy for you to understand, we've categorized these properties based on their types and indicated which HubSpot object they apply to - Contact and/or Deal. We'll also show you how to populate most of these properties with workflows.

Basic UTM Parameter Properties

These are hidden fields that will automatically populate when contacts fill out a form.

1. utm_campaign (single-line text) [C]
2. utm_source (single-line text) [C]
3. utm_medium (single-line text) [C]
4. utm_content (single-line text) [C]
5. utm_term (single-line text) [C]

First Touch Properties

At deal creation, a workflow should copy data from the default contact properties "First page seen" and "Time of first session."

1. FT page (single-line text) [D]
2. FT date (date picker) [D]

First Conversion Properties

When a contact fills out a form for the first time, a workflow should copy data from the Basic UTM parameter properties into these FC contact properties. At deal creation, a workflow should copy data to the FC deal properties from the FC contact properties, including the default "First conversion" and "First conversion date."

1. FC utm_campaign (single-line text) [CD]
2. FC utm_source (single-line text) [CD]
3. FC utm_medium (single-line text) [CD]
4. FC utm_content (single-line text) [CD]
5. FC utm_term (single-line text) [CD]
6. FC form (single-line text) [D]
7. FC date (date picker) [D]

Last Conversion Properties

Every time a contact fills out a form, a workflow should copy data from the Basic UTM parameter properties into these LC contact properties. At deal creation, a workflow should copy data to the LC deal properties from the LC contact properties, including the default "Recent conversion" and "Recent conversion date."

1. LC utm_campaign (single-line text) [CD]
2. LC utm_source (single-line text) [CD]
3. LC utm_medium (single-line text) [CD]
4. LC utm_content (single-line text) [CD]
5. LC utm_term (single-line text) [CD]
6. LC form (single-line text) [D]
7. LC date (date picker) [D]

Self-Attribution Properties

These contact properties are used for self-attribution. A workflow should copy data from the self-attribution contact properties to the self-attribution deal properties at deal creation.

1. Self-attribution message (single-line text) [CD]: This property should appear as a required field on your hand-raise forms (Contact us, Request a Demo, Schedule a consultation, etc) with the label "How did you hear about us?"
   
   
2. Self-attribution date (date picker) [CD]: A workflow should stamp the current date when Self-attribution message is captured.
   
   
3. Self-attribution bucket (dropdown) [D]: Once you start to notice trends in your Self-attribution message responses, you can create a dropdown that contains options for different common responses (i.e. LinkedIn, Podcast, Webinar, etc.).

A workflow should check to see if the Self-Attribution message contains these common words or phrases and set the dropdown accordingly.

By creating these custom properties in HubSpot and using workflows to populate them, you'll be able to build out attribution reporting that gives you valuable insights into your marketing and sales efforts.