If you’ve ever built more than a handful of HubSpot UTMs, you’ll know how quickly it becomes repetitive. That’s where my HubSpot UTM Builder Spreadsheet comes in. I built it to let you create UTMs in bulk outside of HubSpot, while still keeping attribution fully aligned with HubSpot’s native tracking and campaign structure.
Submit the form to get your free UTM Builder Spreadsheet 👈
Before running through the setup of the spreadsheet, it’s worth mentioning UTMs in HubSpot forms. If you’re not capturing them there, you’re missing the link between your marketing and what’s actually happening in your CRM. I’ve added a quick walkthrough below on how to set this up - it only takes a minute, but if you’ve already done it, feel free to skip ahead.
1. Create HubSpot properties for your UTMs
Go to Settings → Properties → Contact Properties → Create property.
Create one for each of the five core UTM parameters you want to track:
- utm_campaign
- utm_content
- utm_medium
- utm_source
- utm_term
Make sure the internal name matches the parameter name exactly (e.g. utm_source), so HubSpot knows where to put the data.
2. Add them as hidden fields in your form
Go to Marketing → Forms and open the form you want to use (or create a new one).
Search for your UTM properties and drag them into the form.
For each one:
- Click the field
- Select Make this field hidden
Visitors won’t see these fields, but HubSpot will capture the UTM values behind the scenes.
3. Publish and test your form
Save and publish your form on a landing page.
Then test it by adding UTMs to the URL, for example:
https://www.inboxhannah.com/?utm_campaign=test&utm_source=test&utm_medium=test&utm_term=test&utm_content=test
Submit a test lead and check the contact record in HubSpot.
You should see your UTM values automatically appear in the properties.
4. Why it matters
Passing UTMs directly into HubSpot closes the loop between your marketing and your CRM. It’s a simple tweak that makes reporting cleaner, insights sharper, and “what’s actually working?” conversations much easier.
Definitely check out Ryan Gunn’s article, “Custom Properties for Smarter Attribution and HubSpot AI Lead Scoring”. It covers everything mentioned above and goes a step further by introducing First Conversion and Last Conversion tracking - something you should definitely set up!
Before generating any UTM links within the spreadsheet, make sure your campaign is already set up in HubSpot. I do this so all attribution data still feeds back into HubSpot. Even if I decide to build a more custom attribution setup later, keeping everything connected here ensures consistency and visibility across reports.
When you create a campaign in HubSpot, it’s automatically assigned a random string as its UTM value - something like 28201580-Hannah%20Test
This step is completely optional, but I like to go into the campaign and update the UTM to a cleaner version as it makes things easier to read in the UTM Builder. If you do decide to update it, make sure to do so before any traffic starts hitting the campaign. Once UTMs are live and generating visits or conversions, changing the value will break attribution and cause data inconsistencies.
Once your campaign’s set up, open it and paste your clean UTM under Campaign UTM. For example, I’m changing 28201580-Hannah%20Test to hannah-test. If you click Details, you can also remove the original auto-generated UTM - completely optional, but I like to do it just to keep things tidy.
It’s also important to create your campaign in HubSpot before using the spreadsheet, because HubSpot will flag if a campaign already exists with the same UTM value - helping you avoid duplicate tracking.
Recommended naming format:
- Use lowercase only
- Use hyphens (-) or underscores (_)
- Avoid spaces
- Keep it unique and descriptive
For example:
always-on_hannah ✅
Always On Hannah ❌
Once updated, copy the HubSpot campaign name and its UTM value, then paste them into the HubSpot Campaigns tab in the spreadsheet.
The HubSpot Campaigns tab isn’t automated. Any time a new campaign is created in HubSpot, it must be manually added here - otherwise, it won’t appear in the dropdown list within the UTM Tracking Links tab.
- Go to the HubSpot Campaigns tab.
- Scroll to the bottom of the list.
- Add your new campaign name and its UTM value - make sure they go into the correct column.
- Always add new value(s) at the bottom.
This ensures the dropdowns and formulas stay intact across the spreadsheet. And remember - whatever you set as the Campaign UTM in HubSpot (default or edited), make sure it matches exactly in the spreadsheet.
When naming your UTM Campaign, consistency is everything. A clear, structured format keeps your reporting clean and your data easy to filter. If you’re ever unsure how to format a campaign name, try namemycampaign.com - a simple tool I created to help you generate standardised, readable campaign names that follow best practices.
Just enter your campaign details (like Geography, Type, or Channel), and it’ll suggest a clean, lowercase, hyphen-separated UTM string ready to copy into HubSpot and then into your spreadsheet.
Your HubSpot Campaign Name and UTM campaign value don’t need to be identical.
You can use a short, trackable value for reporting while keeping your campaign names longer and more descriptive.
Example:
- HubSpot Campaign Name: Always-On_Hannah-Outreach
- UTM campaign value: always-on_hannah
The key is consistency - make sure each campaign value is unique and accurately reflected in both HubSpot and your spreadsheet.
Follow this quick process to keep everything aligned:
- Use namemycampaign.com to generate your campaign name.
- Create the new campaign in HubSpot.
- Update the campaign’s UTM value immediately (optional).
- Copy both the campaign name and the UTM value.
- Paste them into the HubSpot Campaigns tab in the spreadsheet - make sure they go into the correct column.
- Add the new entry at the bottom.
- ✅ Done - campaign setup complete.
- ✅ You can now start building UTM links in the UTM Tracking Links tab
Once you’ve filled in the HubSpot Campaigns tab in the spreadsheet, the rest is pretty straightforward. You can start building your UTM parameters just like you would in HubSpot’s own builder - adding Creator, Date (the date you’re building the UTM), Base URL (your clean link), HubSpot Campaign UTM, Type, UTM Source, UTM Medium, UTM Term, and UTM Content.
When you select a Type, the UTM Source and UTM Medium fields will auto-populate with the same values HubSpot uses (you can check these in the Values tab). Don’t edit these - they need to stay consistent for attribution to work correctly in HubSpot.
The only exceptions for editing are Email Marketing (UTM Medium) and Other Campaigns (UTM Source and UTM Medium). Emails sent directly from HubSpot don’t usually need UTMs (they’re tracked automatically). But if you’re sending through a third-party tool, choose Internal to track attribution. If a partner or external sender is sending the email on your behalf, choose External instead.
Other Campaigns is completely flexible and can be tailored to how you or your team work.
To add new values, simply list them separated by commas, and replace any spaces with hyphens (-).
- Do not edit the Values tab - it’s designed to mirror HubSpot’s setup.
- You can add new values under Other Campaigns if needed.
- Emails sent directly from HubSpot don’t require UTMs (they’re tracked automatically).
- If you send emails through third-party tools, select the Internal option to track attribution.
- If a partner (or similar) is sending the email, select the External option instead.
- Always test your UTM links before launch to confirm proper tracking.
A consistent UTM setup is one of the most valuable habits you can build in HubSpot.
It keeps your reporting accurate, your campaigns organised, and your attribution clean - especially as your marketing team scales.
Using this spreadsheet gives you faster bulk creation and better visibility across multiple links, but keep in mind that those links won’t appear as HubSpot campaing assets. By maintaining this spreadsheet, you’re creating a single source of truth for all campaign tracking, ensuring every link that leaves your portal is standardised, traceable, and tied to the right campaign.