--- title: 36 Custom Properties You Should Use in HubSpot for Better Marketing Attribution description: Learn about 36 custom properties in HubSpot to create accurate attribution reporting for your single-line text marketing and sales efforts. Improve insights today! image: https://fissionagency.com/hubfs/36%20Custom%20Properties%20You%20Should%20Use%20in%20HubSpot%20for%20Better%20Marketing%20Attribution.png --- [Skip to main content](https://fissionagency.com/blog/36-custom-properties-you-should-use-in-hubspot-for-better-marketing-attribution#main-content) [![2026 logo](https://fissionagency.com/hs-fs/hubfs/2026%20logo.png?width=400&height=175&name=2026%20logo.png "2026 logo")](https://fissionagency.com) - [FissionOS™](https://fissionagency.com/fissionos) - [Services](https://fissionagency.com/services) - [Plans](https://fissionagency.com/plans) - Resources - [The CRM Code Newsletter](https://fissionagency.com/the-crm-code) - [Blog](https://fissionagency.com/blog) - [eBook: Reorganize Your CRM](https://fissionagency.com/reorganize-your-crm-in-less-than-1-hour-2026) - [AI Readiness Assessment](https://fissionagency.com/ai-readiness-assessment) - [Partners](https://fissionagency.com/partners) - [Kind Words](https://fissionagency.com/#testimonials) [Book a Strategy Call](https://fissionagency.com/#book) - [FissionOS™](https://fissionagency.com/fissionos) - [Services](https://fissionagency.com/services) - [Plans](https://fissionagency.com/plans) - Resources - [The CRM Code Newsletter](https://fissionagency.com/the-crm-code) - [Blog](https://fissionagency.com/blog) - [eBook: Reorganize Your CRM](https://fissionagency.com/reorganize-your-crm-in-less-than-1-hour-2026) - [AI Readiness Assessment](https://fissionagency.com/ai-readiness-assessment) - [Partners](https://fissionagency.com/partners) - [Kind Words](https://fissionagency.com/#testimonials) [Back to The Runbook](https://fissionagency.com/blog) [Properties](https://fissionagency.com/blog/tag/properties) # 36 Custom Properties You Should Use in HubSpot for Better Marketing Attribution [Connor Skelly](https://fissionagency.com/blog/author/connor-skelly) November 06, 2024 3 min read In this post 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. 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He has a long history working with B2B and B2C companies in marketing, sales enablement, and operations. He loves his wife, his 2 cats, and the Chicago Cubs. [Properties](https://fissionagency.com/blog/tag/properties) READY TO FIX YOUR OPS? ### Attribution starts with the right properties. Everything else is built on top of them. Let's look at your HubSpot setup and whether it's capturing what you'll need to prove ROI. [Book a strategy call](https://fissionagency.com#book) ## Keep reading [![](https://fissionagency.com/hs-fs/hubfs/Why%20Its%20Important%20to%20Keep%20a%20Clean%20CRM.png?width=600&height=375&name=Why%20Its%20Important%20to%20Keep%20a%20Clean%20CRM.png) Properties In today's fast-paced business world, customer relationship management (CRM) has become an integral part of any ... Oct 10, 2024](https://fissionagency.com/blog/why-its-important-to-keep-a-clean-crm) [![](https://fissionagency.com/hs-fs/hubfs/5%20Reasons%20You%20Have%20a%20Messy%20CRM.png?width=600&height=375&name=5%20Reasons%20You%20Have%20a%20Messy%20CRM.png) Properties Customer Relationship Management (CRM) systems are an essential tool for B2B companies to manage their customer data ... Sep 24, 2024](https://fissionagency.com/blog/5-reasons-you-have-a-messy-crm) [![](https://fissionagency.com/hs-fs/hubfs/Why%20you%20should%20upgrade%20to%20HubSpot%20Marketing%20Pro.png?width=600&height=375&name=Why%20you%20should%20upgrade%20to%20HubSpot%20Marketing%20Pro.png) Properties As the digital landscape continues to evolve, businesses need to stay ahead of the game by upgrading their marketing ... Jul 10, 2024](https://fissionagency.com/blog/why-you-should-upgrade-to-hubspot-marketing-pro) ## Ready to Fix Your HubSpot Operations? Book a diagnostic call. 30 minutes. No pitch. 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