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Tracking & attribution

Exactly what attribution data is captured on submit, and how consent controls it.

To attribute submissions to campaigns and power conversion tracking, the embed captures first-party context from the page when someone submits.

Captured from the page

  • Click IDs: gclid, gbraid, wbraid (Google), fbclid (Meta), msclkid (Microsoft), ttclid (TikTok), li_fat_id (LinkedIn).
  • Campaign params: utm_source, utm_medium, utm_campaign, utm_term, utm_content.
  • Meta cookies: _fbp / _fbc when present.
  • Page URL and referrer.
  • Event ID: a unique id per submission used to de-duplicate browser pixel + server events.
  • Recipient token: when the form was opened from an emailed link (?r=…), tying the submission to that recipient.

Captured by the server

The submitter’s IP address and user-agent are recorded server-side (never trusted from the client). These support spam protection and conversion matching.

Only a strict allow-list of the values above is ever stored. If window.hsFormsConsent === 'denied' (see the Embed reference), no identifiers are captured — just the anonymous event ID.

Note

Before they’re sent to any ad platform, email and phone are SHA-256 hashed; raw values are never shared. See Conversion tracking.

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