HubSpot Forms on Shopify Site Not Accurately Reporting Original Source

Technical Q&A
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Topic summary

A user integrated HubSpot with their Shopify site using the Marketplace App and embedded HubSpot consultation request forms. However, all form submissions are incorrectly attributed to “Direct Traffic” regardless of actual source.

Specific Issue:

Outstanding Questions:

  • Does the Shopify-HubSpot Marketplace App automatically add tracking code to the theme, or does additional manual implementation required?
  • Is there a method to attach original source data to the form (similar to how Typeform tracks sources using UTM parameters)?

The discussion remains open with no resolution provided yet. The user references Typeform’s source tracking documentation as an example of desired functionality.

Summarized with AI on November 11. AI used: claude-sonnet-4-5-20250929.
1

Using HubSpot forms, we created “request consultation” forms and embedded the forms into our Shopify website and integrated Shopify with HubSpot using the Marketplace App.

However, all contacts, no matter what source they come from, who fill out the embedded HubSpot forms are showing that they are from “Direct Traffic” – is there a step we are missing in the setup here to get it to accurately attribute traffic for these contacts?

For example - this is the HubSpot Form:

https://share.hsforms.com/1fJ7Dr1UYQQOt8CYpt0i_DAr7mwj

This is the page it is embedded on:

https://changeverything.co/pages/in-home-design-consultation-request-form

Using Google Organic search, I found the website, filled out the form, and the source is being reported as:

This contact was created from Direct Traffic from Create a Home You Love | Interior Design by Change Everything – Change Everything Furniture & Design Solutions

I would expect to see:

This contact was created from Organic Search

Is there a way to attach original source data to the form?

For example, Typeform does it this way to track from Typform into HubSpot:

https://www.typeform.com/help/a/set-up-source-tracking-for-hub-spot-4413167079316/

Another question would be:

  • If we integrate HubSpot and Shopify using the Marketplace App, does it automatically add the tracking code to our theme, or do we still need to add it via the theme code?