TUTORIAL: How to set up lead tracking in HubSpot (3 options)

Last Modified: 01/29/2013
Author: Samuel Siskind


HubSpot’s lead intelligence tracks your lead sources, shows you what your leads are interested in, and alerts you when leads are revisiting your site. In order to use HubSpot's lead intelligence, you'll need to set up HubSpot lead tracking. This simply means that any form that someone fills out on your site needs to be connected to HubSpot.

There are three ways to set up lead tracking, easiest presented first:

  • Use HubSpot Landing Pages
  • Use Exported HubSpot Forms that you have embedded into your site
  • Use HubSpot's Forms API to configure your external forms to submit Contacts to HubSpot

Note:  if your current forms use dynamic logic, kick off creation of user accounts, or submit data to other software programs like shopping carts, email marketing software, or non-Salesforce.com CRM systems, you’ll have to use Option 3 - HubSpot Forms API.

Option 1 - Use HubSpot Landing Pages

In this type of lead tracking, you will be using a HubSpot form hosted on a HubSpot landing page.

You can simply replace your current forms with HubSpot landing pages to get lead tracking set up. HubSpot landing pages are webpages that you build in HubSpot that have forms on them. You link to a landing page from a call to action on your website or elsewhere (in an email, banner ad, PPC ad, etc.). The call to action piques the visitor’s interest; the landing page reels in the lead. This option is the easiest option of the three ways to implement Lead Tracking.

Click here for instructions on building a landing page in HubSpot.


Option 2 - Use Exported HubSpot Forms

In this type of lead tracking, you will be using a HubSpot form hosted on one of your own (non-HubSpot) website pages.

You can build the lead form in HubSpot, then export the HTML code for it and put it where you’d like it to be on your own site. If you or someone on your staff can write CSS, you can customize the appearance of your exported HubSpot forms. This option is a little bit more difficult than just using HubSpot Landing Pages, but easier than implementing the HubSpot API (third option).

To learn how to build and export a HubSpot form, click here.

Option 3 - Use HubSpot's Forms API

In this type of lead tracking, you have a non-HubSpot form hosted on your own non-HubSpot website page. You then use the HubSpot Forms API to send the data submitted in that form to the Contacts tool in your account.

Hooking up HubSpot’s Forms API allows you to keep using your existing lead forms, but through a bit of coding puts the lead information into HubSpot in addition to where it currently goes (whether it's a CRM or homegrown database). Implementing the API requires the skill of someone who’s deeply familiar with coding – usually a web developer or IT resource.  If you don’t have this skill yourself, you can read the instructions for setting it up and send them to the right person or you can hire a HubSpot Partner to hook up the API for you.

This option requires the most advanced level of skill to implement. To read the Forms API developer document, click here.



Still not sure which type of Lead Tracking you should implement? Call support at 1-888-HUBSPOT extension 3.

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