How to Use UTM Parameters to Track Where Your Webinar Registrations Come From in HubSpot

Last updated on May 18, 2026 by Lusine Sargsyan

Goal

In this guide, we'll show you how to display the right HubSpot form to the right person at the right time based on specific visitor criteria to reduce friction and personalize the user experience.

In this video

00:00Introduction
00:16What is a UTM
00:27How to build a UTM
01:17How HubSpot captures UTM data
03:18Build UTM parameters in Contrast

Step-by-step guide

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Requirements

HubSpot tracking code installed on your registration page (for native HubSpot tracking).
A Contrast account and an active webinar.
Integration between Contrast and HubSpot.

Method 1: Build UTM links inside Google's Campaign URL builder.

Google Campaign URL Builder

Go to Google's Campaign URL builder.
Paste your webinar registration page URL into the website URL field.
Enter the Campaign Source (e.g., LinkedIn), Campaign Medium (e.g., Organic social), and Campaign Name (e.g., webinar Q2 2026).
Copy the complete tagged URL from the bottom of the tool.

Method 2: Build UTM links inside Contrast

Contrast UTM Builder

Open your specific webinar within the Contrast platform.
Click on the UTM builder tool.
Click the New link button on the right side.
Fill out the Source, Medium, and Campaign fields.
Click Save.

Additional info
Contrast will automatically generate the tagged registration URL.
Copy the link to use in your promotional assets. You can create separate links for every channel (LinkedIn, newsletter, email, etc.).

Check registrant sources in Contrast

Contrast UTM metrics

Go to your webinar analytics inside Contrast.
Click on Registrations.
View the breakdown of registrants by UTM sources to see exactly how many people came from each specific link.

Sync and view data in HubSpot

Contrast 1-Click HubSpot Lists

In Contrast, go to your webinar registrations
Click Create lists
Select Registrations and click Create.
Go to HubSpot.
In the left menu select CRM > Segments and search for the name of your webinar.
Open the list created by Contrast.
Click Edit Columns, search for the property Contrast Original Source, select it, and click Apply.

Common problems and solutions

Ad blockers preventing data capture

Use Contrast Original Source Tracking. Unlike HubSpot's tracking code which uses browser cookies that can be blocked, Contrast captures UTM data at the time of registration, making it more reliable.

HubSpot is misinterpreting or grouping UTM data

Check the "Contrast Original Source" property in HubSpot. This property stores the actual UTM value rather than HubSpot's algorithmic interpretation (e.g., it will show the specific LinkedIn account link rather than just "Organic Social").

See how to Use UTM Parameters to Track Marketing Success in depth.