Typeform to Hubspot Hidden Fields for Lead Source and Contact Owner

Hey @DrakeLivepeer how’s it going? Did Liz’s workflow suggestion work for you? Let us know if you still need some help 😊

Hello ​@DrakeLivepeer, that's a great question about how to manage non-form data like Lead Source and Contact Owner when integrating Typeform with HubSpot.

While Liz’s suggestion to use HubSpot workflows after the form submission is certainly one viable option, especially for the Contact Owner assignment and updating the Lead Source if the field is empty, there is a more robust, server-side approach that gives you maximum control and flexibility, which is particularly useful for tracking complex lead attribution.

The challenge with relying solely on the form and HubSpot's native integration is the inability to pass critical, context-specific data that isn't collected directly in the form field, such as a precise attribution source captured by your tracking setup.

Using the combination of the Typeform API, the HubSpot API, Google Tag Manager (GTM), and a server-side solution like Stape or Google Cloud Platform (GCP) offers a powerful and comprehensive way to address this.

Here is how this advanced setup works: instead of relying on Typeform to directly push data to HubSpot via its native integration, you capture the form submission in GTM using the typeformSubmit event (or through a webhook sent to your server).

Crucially, at the moment of submission, GTM has access to all the context on the webpage - information like the referrer, any tracking parameters (like UTMs), and a unique client ID.

You then use a server-side tagging environment (like Stape or a custom endpoint on Google Cloud Platform) to receive this submission data along with the critical, server-side attribution data you've gathered.

The server-side environment is where the magic happens: it has the complete form data (First Name, Email, etc.) and the detailed lead source/tracking information (like the precise landing page URL, a calculated lead source based on UTMs, or the actual Contact Owner ID you want to assign).

Your server-side script then uses the HubSpot API to create or update the contact and simultaneously populate all the desired fields - including First Name, Last Name, Email, the custom Lead Source property, and the specific Contact Owner - in a single, precise, and reliable API call.

This method solves your challenges by: first, providing a reliable way to capture the Lead Source (even if it's more complex than just Website) because the server-side environment can process and determine the most accurate source before sending it to HubSpot.

Second, it allows you to dynamically set the Contact Owner based on logic you define in your server-side script, without needing a potentially complex or slow HubSpot workflow to run after the fact.

Third, it is highly reliable because the form submission data is guaranteed to make it to HubSpot via the API, which gives you complete error handling and control over the data being sent.

By using this API-driven approach, you can ensure that your custom Lead Source field is updated with the highest-fidelity attribution data possible, and the correct Contact Owner is assigned instantly, all while maintaining strict control over which data is overridden (or not) upon submission.