If you cannot tie Microsoft Ads spend to pipeline and Closed Won in HubSpot, you cannot scale confidently. HubSpot is where marketing and sales collaborate and revenue is measured.
When you attribute Microsoft Ads in HubSpot, you can connect every Contact and Deal back to the original campaign and keyword, compare ROAS by campaign, and prove what creates customers.
In this article, we will show how to use Attry to attribute Microsoft Ads in HubSpot and which reports to build for a complete picture of performance.
What is Attry?
Attry is a lightweight script you add to your site. It detects where a visitor came from, normalizes it into channels like Paid Search, Paid Social, Organic Search, and stores the data in a cookie while the visitor browses.
On form submit, Attry writes the attribution into hidden fields so it travels with the Contact into HubSpot. It also records the first landing page and landing page group. If your HubSpot forms are embedded in cross-origin iframes, Attry loads a HubSpot specific adapter that patches hbspt.forms.create and injects attribution via onFormReady. The adapter is served from /api/integrations/hubspot/adapter and the source is inlib/attribution/hubspot-adapter.js.
4 steps to attribute Microsoft Ads in HubSpot
Attributing Microsoft Ads in HubSpot is simple with Attry. Follow these steps:
1) Add UTM parameters to your Microsoft Ads
Tag your final URLs consistently so each visit includes a clean source pattern.
https://yourcompany.com/free-demo?utm_medium=paidsearch&utm_source=bing&utm_campaign=brand-us-q3&utm_term=crm-consulting&utm_content=creative-a
utm_medium = paidsearchutm_source = bingutm_campaign =campaign nameutm_term =keyword or ad grouputm_content =creative
2) Add hidden fields to your HubSpot forms
Add hidden fields so Attry can write attribution on submit.
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Channel Drilldown 4
- Landing Page
- Landing Page Group
3) Install Attry on your site
Place the Attry snippet in the <head> so UTMs and click ids are captured before forms load.
4) Attry writes Microsoft Ads data into the hidden fields
On submit, Attry injects the full attribution:
- Channel = Paid Search
- Channel Drilldown 1 = Bing
- Channel Drilldown 2 = Brand US Q3
- Channel Drilldown 3 = CRM Consulting
- Channel Drilldown 4 = Creative A
- Landing Page = /free-demo
- Landing Page Group = free-demo
5) Use the data inside HubSpot
Once attribution is saved on each Contact, you can:
- Show attribution on Contacts and Deals so sales has context for every inquiry.
- Build dashboards that group Deals and revenue by campaign and keyword.
- Compare CPL, CPP, and ROAS by campaign to reallocate budget.
Why Attry beats raw UTM capture
All traffic
Attry captures attribution for every lead, not just Microsoft Ads, so you can see the full picture.
Memory
Attry stores attribution in a cookie so the original source survives browsing.
Normalization
Attry cleans inconsistent UTMs so your reports stay tidy and comparable.
Landing pages
See which first pages and sections turn visitors into customers.
Iframe support
If your HubSpot forms are inside cross-origin iframes, Attry uses a HubSpot adapter to safely inject attribution inside the iframe.
Example HubSpot reports
- Contacts by Channel
Monthly contacts by Paid Search, Paid Social, Organic. - Pipeline and Customers by Campaign
Which campaigns create Deals and Closed Won. - Revenue by Keyword
Which keywords generate the most revenue.
Wrap Up
With Attry, you can attribute Microsoft Ads to pipeline and revenue in HubSpot and scale campaigns with confidence.