HubSpot Original Source: What Is It Used For?

Sep 13, 2022

HubSpot helps you create powerful inbound marketing campaigns and streamline a range of business processes. However, you will never be able to enhance your processes until you analyze them and assess your performance. This is what makes reporting and analytics important.

HubSpot helps you track specific aspects of your contacts and assess them for creating customizable reports. Attribution and Source reporting is essential to creating HubSpot reports as it influences many of your business decisions. It provides insights into how your leads were captured and the channels from which your team members acquired them. 

The CRM platform of HubSpot comes with many layers of built-in source and attribution data that help you generate reports and track your contact records. This data provides a comprehensive, comprehensive view of your marketing processes.

When analyzing your marketing performance, the sources from which you were able to generate leads always play an important role. Your lead sources help you understand the channels that have proved successful for your marketing campaigns and the areas where you need to improve. This dictates the sources where you should increase your marketing spend and the channels you can do without when you create the next marketing campaign. 

Six distinct properties allow you to capture lead source data for analyzing and reporting on your lead sources. HubSpot provides you with two sets of three lead source properties each, one of the sets being Original Source and the other being Latest Source.

What Is Orignal Source In HubSpot?

As the name suggests, Original Source is a property that records how contact was first entered into your CRM database or interacted with your business. Every time a new contact is added to your HubSpot account, this information is automatically captured and shows how the concerned contact was found, captured, and recorded by a user. 

Once the Original Source value is created for a contact, it is impossible to change it. The three properties belonging to the Original Source include:
  • Original Source 
  • Original Source Drill-Down 1
  • Original Source Drill-Down 2
The other type of property offered by HubSpot is the Latest Source. It shows you the most recent known source of a contact record at any point in time. The structure and sub-types of the Latest Source are the same as the Original Source.

Types Of Original Source Properties

Depending on how your team members acquired a lead and added a contact record to your database, you can have one of the following types of Original Sources in HubSpot:

Organic Search

This value shows that the contact found your business by making an organic search on the internet. In most cases, SEO would help you generate such leads for your business. 

Paid Search

This value shows that the contact found your business through a paid search campaign run by you. In most cases, PPC ad campaigns and sponsored posts would help you generate such leads for your business. 

Email Marketing
This value shows the contacts added to your database from an email marketing campaign. This may include the connections responding to your emails, subscribers, or the customers who have given you the consent to send promotional emails to them. 

Organic Social

Just like the Organic Search value includes contacts added via organic web searches, Organic Social is the value that shows the contacts added to your database organically via social media platforms. These are the contacts that engage with your business without the need for creating a paid social media marketing campaign. 

Referrals 

This value shows your contacts through referrals, generally through existing customers. Businesses often generate these leads by incentivizing existing customers by sending referrals. 

Other Campaigns

This value shows the contacts added to your database through other campaigns running across multiple platforms. Here, along with the contact's source, the campaign's name and nature can be added to obtain more valuable insights. 

Direct Traffic

This value shows the contacts landing on your website without clicking on a link or coming through a platform. Here, visitors land on your website by directly typing in your URL without the involvement of any intermediate website/platform.

Offline Sources

This value shows the contacts added to your database via sources that are not directly related to your website or application. These contact records are typically generated by importing them to your database offline.

Paid Social

This value shows the contacts added to your HubSpot database through paid social media campaigns. These records include the leads generated via Facebook ads, sponsored LinkedIn posts, paid Instagram posts, and other paid social media campaigns. 

Types Of Source Drill-down Properties

Along with the Original Source, there are two types of Source Drill-down properties offered by HubSpot. These properties provide users with additional information regarding the Original Source of their contacts. These properties help you make your reports and analytics more comprehensive. 

Here are the two Source Drill-down properties offered by HubSpot:

Original Source Drill-down 1

This property provides precise context regarding the source of a specific contact. It helps you understand the source and the process for adding the contact to your database in a little more detail. 

Some of the most common values about this property include the name of the social media platform where the contact was captured, the site through which a connection found your business, the platform on which a reference filled out your lead form, etc. If the contact were added to your HubSpot database through a marketing campaign, the property would include the name of the concerned campaign. 

Original Source Drill-down 2

This property goes a step further and provides more specific context about the source of your contacts. The information provided by this property is much more detailed and helps you reach much more precise conclusions. 

Some common examples of Source Drill-down 2 property include the same ID or the name of a specific content piece from which a contact originated and was added to your database, the URL of a website, the exact name of an import file, the name of a marketing email, etc. 

While analyzing your marketing campaigns and creating reports, you would need both Original Source and Source Drill-down properties. While the Original Source property gives you a broader picture of the source from which a specific contact was added to your database, the Source Drill-down properties help you narrow down your assessments.

Here is an example of the source properties values in the case of a contact added to your HubSpot database through import:
  • Original Source: Offline source
  • Original Source Drill-down 1: Import
  • Original Source Drill-down 2: The ID or name of the concerned import file

The Final Word
Original Source in HubSpot helps you understand the origin of the contacts added to your database and specific details about the same. This information enables you to make informed decisions and create extensive reports to analyze your team's performance. These properties and values play an essential role in data analytics and help you make sense of your business records in the best way possible. 

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