Understanding Non-HubSpot Forms: Your Guide to Smarter Data Capture

To really make sense of your website data without going all-in on HubSpot’s native forms, you should know that HubSpot can still track submissions from any HTML form on your site, as long as its tracking code is installed and a few technical requirements are met. This means you can keep your existing forms while still centralizing your lead data in HubSpot, which is pretty handy.

Think of it this way: you’ve spent ages building your website, maybe you’ve got some perfectly designed contact forms or lead magnets that are already pulling in responses. You like how they look, how they function, and frankly, you just don’t want to mess with them. But then you start using HubSpot, and you want all that valuable lead data to flow right into your CRM without a hitch. That’s where the magic of non-HubSpot forms comes in. You don’t have to rip everything out and start fresh. HubSpot offers a clever way to listen in on those existing forms, capture submissions, and bring them into your system. It’s a lifesaver for businesses that are growing, have specific design needs, or just aren’t ready to fully commit to HubSpot’s native forms and their styling. By the end of this, you’ll know exactly how to leverage your non-HubSpot forms to keep your data flowing and your marketing efforts humming.

What Are Non-HubSpot Forms and Why Should You Care?

Alright, let’s get straight to it. Non-HubSpot forms are basically any forms on your website that you didn’t create using HubSpot’s built-in form builder. Maybe you’re using a popular WordPress plugin like Contact Form 7 or Gravity Forms, or perhaps you’ve got some custom HTML forms your web developer whipped up. Whatever the case, these are forms living outside of the HubSpot ecosystem.

So, why should you even bother with them if HubSpot has its own forms? Well, there are a few solid reasons:

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• You already have them: If your website is up and running with forms that are performing well, why reinvent the wheel? It saves you time and effort.
• Design control: Maybe you need a very specific look and feel that HubSpot’s native forms can’t easily achieve, or you simply prefer your current styling. Using your own forms gives you complete design freedom.
• Specific functionality: Some form builders offer niche features or integrations that might be critical for your business and aren’t directly available in HubSpot forms.
• Cost-effectiveness: If you’re using a free version of HubSpot or a lower-tier plan, you might not have access to all the advanced features of HubSpot’s native forms, or perhaps you just want to avoid the extra cost if you’re already paying for another form solution.

The big “aha!” moment here is that you can totally get data from these external forms into your HubSpot CRM. It means you can centralize your lead data, track interactions, and manage contacts without having to ditch your current website setup.

How HubSpot Spots Your Non-HubSpot Forms

You might be wondering, “How does HubSpot even know when someone fills out a form I built myself?” It’s not magic, but it is pretty smart! The secret ingredient is the HubSpot tracking code. This little snippet of JavaScript, once installed on your website, acts like a digital detective. Harnessing the Power of NPS HubSpot: Your Ultimate Guide to Customer Loyalty

When a visitor lands on a page with that tracking code, HubSpot starts looking around for specific HTML elements. It primarily hunts for forms wrapped in standard <form> tags. Crucially, for a submission to be captured, your form also needs to have an email input field specifically, <input type="email"> and use a standard submit button <input type="submit">.

But there are a few important rules your forms need to play by for HubSpot to successfully track them. Think of these as the essential criteria:

• Static HTML forms: HubSpot is looking for good old-fashioned HTML forms.
• No <iframe> tags: Your form can’t be embedded within an <iframe>. HubSpot won’t be able to “see” it there.
• No JavaScript bound to the submit event: This is a big one. If you’ve got custom JavaScript that takes over the form’s submit action or the submit button’s click event, HubSpot’s tracking can get confused and miss the submission.
• Present on initial page load: The form needs to be on the page when it first loads. If your form pops up dynamically after the page loads like in a single-page application or a delayed pop-up without the right setup, HubSpot might not catch it.
• No sensitive information: HubSpot automatically flags and will not capture sensitive fields like credit card numbers or passwords. This is for security, which is a good thing! It scans for common keywords like “credit card,” “expiration,” “CVV,” etc.
• No hidden fields: HubSpot’s non-HubSpot form tool typically doesn’t collect information from hidden fields.
• Only 10,000 non-HubSpot forms: There’s a limit! Your account can only connect up to 10,000 unique non-HubSpot forms. If you exceed this, submissions might be rejected.

If your forms meet these criteria, HubSpot can usually work its magic and bring that submission data right into your CRM.

The Big Why: Benefits of Blending Non-HubSpot Forms with HubSpot

So, now that you know HubSpot can technically track your non-HubSpot forms, why would you want to do this? What’s the real advantage of integrating them into your HubSpot CRM? It all comes down to making your life easier and your marketing smarter. Understanding the HubSpot Marketplace: What’s the Big Deal?

1. Centralized Data Management: This is huge. Instead of having form submissions scattered across different platforms your website’s database, email notifications, maybe a spreadsheet, everything gets pulled into one place: your HubSpot CRM. This means all your customer interactions and lead data are unified, making it way simpler to analyze, report on, and understand your audience. You get a single, comprehensive view of each contact.
2. Streamlined Lead Management: With all your form data in HubSpot, tracking leads and following up becomes a breeze. You can see who submitted what form, when, and often, what pages they visited before and after. This helps your sales and marketing teams act faster and more effectively, ultimately boosting your conversion rates. Imagine getting an instant notification in HubSpot the moment a hot lead fills out a “Request a Demo” form on your site – no manual transfers needed.
3. Improved Efficiency: Forget the hassle of manual data entry, which is not only time-consuming but also prone to human error. Integrating non-HubSpot forms automates this process, freeing up your team to focus on more strategic tasks like lead nurturing and sales, rather than copying and pasting. This automation cuts down on mistakes and ensures data accuracy from the get-go.
4. Cost-Effectiveness: For many businesses, especially those on a budget or with complex existing websites, rebuilding every form in HubSpot simply isn’t feasible. By leveraging your existing non-HubSpot forms, you save development costs and avoid interrupting your current website flow. You get the benefit of HubSpot’s CRM without a massive overhaul.
5. Design and Flexibility Freedom: As we touched on, if you love the custom design of your current forms or need specific features that your preferred form builder offers, you don’t have to compromise. You can maintain your unique branding and complex form logic while still reaping the benefits of HubSpot’s CRM integration. This is particularly appealing for creative teams or those with highly specific user experience requirements.

By connecting your non-HubSpot forms to HubSpot, you get the best of both worlds: maintaining your existing website infrastructure and design, while empowering your marketing and sales with a centralized, automated lead management system.

Connecting Your Non-HubSpot Forms to HubSpot The Nitty-Gritty

Getting your non-HubSpot forms to talk to your HubSpot account isn’t overly complicated, but it does require setting up the communication channel correctly. Here’s how you can make it happen:

Method 1: Manually Adding the HubSpot Tracking Code

This is the most common and fundamental way to get things going. The HubSpot tracking code is what allows HubSpot to “listen” for form submissions on your website.

1. Access the Tracking Code: First, you need to grab the code from your HubSpot account. You’ll typically find this under Settings > Tracking Code or Reports > Tracking Code, depending on your HubSpot version. Just copy the entire JavaScript snippet to your clipboard.
2. Place the Code on Your Website: The crucial step is to embed this tracking code into the HTML of every page where your non-HubSpot forms live. The best practice is to paste the entire snippet just before the closing </body> tag on each page. This ensures the code loads effectively without blocking your page content, and it’s active when someone interacts with your forms. If you’re using a content management system CMS like WordPress, there are often dedicated sections or plugins not the full HubSpot plugin, just for code snippets where you can easily insert this site-wide.

Method 2: Using the HubSpot WordPress Plugin

If your website runs on WordPress, you’re in luck! HubSpot offers an “All-In-One Marketing – Forms, Popups, Live Chat” plugin that makes this process incredibly simple. The Power of the HubSpot App Marketplace

1. Install and Activate: From your WordPress admin dashboard, head to Plugins > Add New. Search for “HubSpot All-In-One Marketing.” Once you find it, click “Install Now” and then “Activate.”
2. Connect Your Account: After activation, you’ll typically see a new HubSpot menu item in your WordPress admin. Click on it and follow the prompts to connect your existing HubSpot account. If you don’t have one, you can often create one right there.

The beauty of this plugin is that it automatically injects the necessary HubSpot tracking code onto your entire WordPress site. This means all your static HTML forms that meet HubSpot’s criteria will start collecting submissions without any manual code fiddling. Plus, it brings other HubSpot features like chat and native forms if you ever decide to use them.

Method 3: Third-Party Integrations/Add-ons

Sometimes, your specific form builder might have its own dedicated integration with HubSpot. This is often the most elegant solution because it bypasses the need for manual tracking code installation or relying on HubSpot’s generic form collection.

• Check your form builder’s documentation: Head over to the support or integration section of your form provider e.g., Typeform, Jotform, Gravity Forms, Paperform, Wufoo, Zoho Forms, Formstack. Many popular form builders offer native add-ons or Zapier integrations specifically designed to connect with HubSpot.
• Direct data flow: These integrations often provide more robust field mapping capabilities and can even trigger HubSpot workflows directly, offering a more seamless experience than relying solely on the generic tracking code. For instance, Fillout allows you to connect and map specific fields directly to your HubSpot CRM properties.

No matter which method you choose, the goal is the same: to ensure that HubSpot’s tracking mechanisms are active on your pages so it can “see” and capture those valuable non-HubSpot form submissions.

Tracking and Managing Your Non-HubSpot Forms in HubSpot

Once you’ve got the tracking code or the WordPress plugin in place, HubSpot starts working behind the scenes. But there are a few things you need to know to truly manage these forms effectively within your HubSpot portal. Marketing hub enterprise hubspot

Enabling Tracking

First things first, you need to make sure the non-HubSpot forms feature is actually turned on in your HubSpot account.

1. Navigate to Settings: In your HubSpot account, click the settings icon in the top navigation bar.
2. Find Forms Settings: In the left sidebar menu, go to Marketing > Forms.
3. Toggle On: Click the Non-HubSpot Forms tab. Here, you’ll see a switch labeled “Collect data from website forms.” Make sure this is toggled to ON.

You can also set up email notifications for form submissions and decide if new contacts created this way should be marked as marketing contacts.

Understanding Form Submissions

When someone fills out one of your non-HubSpot forms, here’s what happens:

• Automatic Detection: HubSpot uses its tracking code to identify forms on your pages based on their CSS ID or class attribute.
• Contact Creation/Update: If it’s a new email address, HubSpot creates a new contact record. If the email already exists, it updates the existing contact. The record will include values from the submitted form fields and the visitor’s history.
• Partial Submissions: This is an important detail. HubSpot collects submissions whenever a visitor clicks the submit button. So, if a user tries to submit a form, gets a validation error like “Please fill in this required field”, and submits again, HubSpot will record both the partial incomplete and the complete submission.
• Cookie-based Records: HubSpot links all submissions from the same device and browser to a single contact record using cookies. This means if a visitor submits the same form multiple times from the same browser, even with different email addresses, those submissions will still be attributed to that initial contact.

Mapping Form Fields

This is a common pain point for many people, but understanding how it works can save you a lot of headaches. HubSpot tries its best to automatically map the data from your non-HubSpot form fields to your existing contact properties.

• Automatic Mapping Logic: HubSpot follows a specific order to try and match fields:
  1. Form field name matches a HubSpot contact property’s internal name.
  2. Form field label matches a HubSpot contact property’s name.
  3. Form field label matches a HubSpot contact property’s internal name.
  4. Form field name matches a HubSpot contact property’s name.
• Single-line Text Fields Only: Here’s a big limitation: for automatic data capture, HubSpot only supports single-line text fields. If you have multi-line text areas, dropdowns, checkboxes other than simple opt-ins, or other complex field types in your non-HubSpot form, that data won’t automatically map to a corresponding HubSpot property. The data will still be available in the raw form submission, but not neatly on the contact record.
• Creating Custom Properties: To ensure your data maps correctly, you have a couple of options:
  • Name your fields smartly: Try to name your form fields to match HubSpot’s default contact properties as closely as possible.
  • Create custom contact properties: If your form has unique fields, go into HubSpot’s settings Properties > Contact Properties and create custom properties that match the name and data type remember: single-line text! of your non-HubSpot form fields.

Troubleshooting Common Issues Non-HubSpot Forms Not Working

Sometimes, despite your best efforts, your non-HubSpot forms just don’t seem to be sending data to HubSpot. Here are some common culprits and how to troubleshoot them: Cracking the Code: Your Guide to Landing Marketing HubSpot Jobs

• Is the Tracking Code Present? The most fundamental check. Use your browser’s developer tools right-click > “View Page Source” or “Inspect Element” to confirm the HubSpot tracking code is actually on the page.
• Verify Form Requirements: Double-check all those criteria we talked about:
  • Is it static HTML?
  • Is it inside <form> tags?
  • Does it have an <input type="email"> field?
  • Does it use a standard <input type="submit"> button?
  • Is it NOT in an <iframe>?
  • Does it have JavaScript bound to the submit event? If so, remove it.
  • Was it loaded on initial page load?
• Form Not Appearing in Dashboard? Non-HubSpot forms only show up in your HubSpot forms dashboard after their first successful submission has been captured. So, fill it out yourself first to test!
• Multiple Forms Appearing as One? If you have several different non-HubSpot forms but they’re all showing up under the same name in HubSpot, it’s likely because they share the same CSS ID or class attribute. HubSpot uses these to group forms. You’ll need to update the CSS ID or class for each unique form in your external form provider to differentiate them.
• Fields Not Mapping Properly? This usually comes back to the single-line text field limitation or a mismatch in field names/labels. Review your custom properties in HubSpot and compare them to your form’s field names.

If you’re still stuck, sometimes reaching out to HubSpot chat support with specifics about your form’s HTML can help.

Turning Off Non-HubSpot Form Tracking

If you decide you no longer want HubSpot to collect data from your external forms, turning it off is simple:

1. Go to Settings: Click the settings icon in the top navigation bar.
2. Forms Settings: In the left sidebar menu, navigate to Marketing > Forms.
3. Toggle Off: Go to the Non-HubSpot Forms tab and toggle the “Collect data from website forms” switch to OFF.

Excluding Specific Forms: What if you only want to stop tracking some forms, like a payment form, but keep others active? There’s a clever trick for this! HubSpot automatically ignores forms that appear to collect sensitive data. So, you can “trick” HubSpot into ignoring a specific form by adding a hidden field that mimics a sensitive data field. For example, adding something like <label for="amex" style="display:none">AMEX</label><input type="hidden" name="amex" required="" value="" id="amex"> to your form’s HTML will make HubSpot think it’s a credit card field and skip the submission. Browsers and users won’t see it, and it won’t interfere with your form’s actual logic.

When Non-HubSpot Forms Might Not Be the Best Fit Limitations

While using non-HubSpot forms with the tracking code offers a lot of flexibility, it’s not a perfect solution for every scenario. There are definitely times when using HubSpot’s native forms or a more robust direct integration would give you a better experience. Knowing these limitations can help you make an informed decision. What is HubSpot Marketing Hub?

• No Automatic Workflow Triggers: This is a big one for automation enthusiasts. Unlike HubSpot forms, submissions from non-HubSpot forms don’t automatically trigger HubSpot workflows. If you want to send an automated welcome email, assign a task to a sales rep, or add a lead to a specific list based on a non-HubSpot form submission, you’ll need to set up those processes manually e.g., creating a workflow that triggers when a contact property changes based on the submission, or using an external integration like Zapier.
• Limited Data Tracking & Insights: HubSpot forms are deeply integrated with the platform’s analytics. They can give you super detailed insights into where a lead came from, what actions they took on your site before submitting, and how they interacted with the form itself. With non-HubSpot forms, while you capture the submission, you generally get less granular behavioral data directly linked to the form’s performance. This can make optimizing your lead generation efforts a bit harder.
• Data Fragmentation and Duplicates: Because non-HubSpot forms often rely on browser-based tracking and cookies, you might run into issues with data fragmentation. For instance, if a lead submits the same form multiple times from different browsers or devices, it could potentially create duplicate contact records in HubSpot, leading to messy data and confusion.
• No Dynamic Personalization: HubSpot’s native forms offer “smart fields” and progressive profiling. This means if a returning visitor has already provided their name, email, or company, the form can pre-fill those fields or swap them out for new questions. This creates a smoother user experience and can significantly increase conversion rates. Non-HubSpot forms typically don’t support this kind of dynamic personalization. Every time someone fills out your external form, they have to enter their information again.
• Specific Field Type Limitations: We touched on this already, but it’s worth reiterating: HubSpot’s automatic mapping for non-HubSpot forms primarily works with single-line text fields. If your forms use dropdowns, radio buttons, checkboxes for multiple selections, multi-line text areas, or other complex field types, that data won’t automatically sync to your contact properties in HubSpot. You’d either lose that data on the contact record though it’s still in the raw submission or need a more advanced integration.
• No Native Autoresponders: You can’t set up a direct “send a follow-up email” action for non-HubSpot form submissions directly within HubSpot’s form settings. If you need an autoresponder, you’d typically have to handle it through your external form builder or set up a HubSpot workflow that triggers based on a contact property update, which adds an extra layer of complexity.

For simple lead capture where you primarily need name and email, non-HubSpot forms tracked by HubSpot are fantastic. But if you require advanced automation, deep analytics, personalized experiences, or complex data types, you might find yourself hitting these limitations.

Alternatives to HubSpot’s Own Forms Beyond HubSpot

Sometimes, using your own non-HubSpot forms is a strategic choice because you need capabilities that even HubSpot’s native forms or their tracking of external forms don’t quite cover, or maybe you’re just looking for a different user experience. The market is packed with excellent form builders, each with its own strengths.

Many people look for HubSpot alternatives for forms because of:

• Cost: Free or more affordable options for robust features.
• Specific features: Niche functionalities like advanced calculations, e-signatures, or complex conditional logic.
• User interface: A preferred drag-and-drop experience.
• Integration ecosystem: Better integration with other tools they already use outside of HubSpot.

Here are some of the popular form builder alternatives that many businesses use: The Ultimate Guide to Mastering Your HubSpot Meeting Link

• Typeform: Known for its conversational, one-question-at-a-time interface, Typeform makes filling out forms feel less like a chore. It’s great for engaging surveys and quizzes. It also offers integrations to send data to HubSpot.
• Jotform: This is a versatile tool with an intuitive drag-and-drop builder and a massive library of templates. JotForm supports a wide array of question types, payment integrations, and even the ability to turn forms into fillable PDFs. It’s a solid choice for complex forms and HIPAA compliance.
• Paperform: With an elegant, free-form interface, Paperform lets you build beautiful, branded forms easily, even without coding knowledge. It boasts over 3,000 third-party integrations, making it simple to connect with services like Mailchimp and Zapier, and yes, HubSpot.
• Wufoo: A long-standing player in the form builder space, Wufoo provides an easy-to-use interface, a selection of templates, and features like file uploading, electronic signatures, and payment integration. You can embed Wufoo forms, share them via links, and use them with HubSpot tracking.
• Zoho Forms: As part of the broader Zoho Suite, Zoho Forms offers robust customization, integration, and data collection capabilities. It’s often seen as a cost-effective and full-featured alternative, providing a user-friendly experience for various business needs.
• SurveySparrow: This platform focuses on creating engaging, conversational surveys and multi-page forms. It provides advanced analysis tools and seamless app integrations, including with HubSpot, to consolidate your data.
• Formstack: This option caters to users who need versatile form-building, extensive integration options, and strong security measures. It’s a feature-rich and secure platform for online forms and surveys.

These alternatives often provide different strengths in terms of design flexibility, specific field types, or cost structures, making them viable choices depending on your exact needs. Many of them can also be integrated with HubSpot, either via their own native integrations or by relying on HubSpot’s non-HubSpot forms tracking mechanism.

Frequently Asked Questions

How do non-HubSpot forms actually work?

When the HubSpot tracking code is installed on your website and the “Collect data from website forms” setting is turned on in your HubSpot account, HubSpot tracks visitors using a cookie. As the tracking code loads on each page, it scans for supported HTML forms. When a visitor submits a non-HubSpot form, HubSpot associates the tracked visitor with their email address, creates a contact record or updates an existing one, and pulls in the submitted form field values and their visit history.

Do non-HubSpot forms work with my specific form builder?

Generally, if your form builder creates static HTML forms that are wrapped in standard <form> tags, include an email input field <input type="email">, use a standard submit button <input type="submit">, and are not contained within an <iframe> or relying on JavaScript to handle the submit event, HubSpot should be able to capture the submissions. Most popular form builders that output clean HTML will work. Unlocking Growth: Your Guide to the HubSpot Lifecycle Stage Report

Why aren’t my non-HubSpot forms showing up in HubSpot?

Forms won’t appear in your HubSpot forms dashboard until after the first submission has been successfully captured. So, the first step is always to test the form yourself. If it’s still not showing up, double-check that the HubSpot tracking code is correctly installed on the page, the “Collect data from website forms” setting is enabled, and your form meets all the technical requirements no JavaScript on submit, not in an iframe, loaded on page load, etc..

Why are all my non-HubSpot form submissions appearing in the same form?

HubSpot groups form submissions based on the CSS ID or class attribute of your non-HubSpot forms. If you have multiple distinct forms on your website but they all share the same CSS ID or class, HubSpot will treat them as the same form in your dashboard. To fix this, you need to ensure each of your unique forms has a distinct CSS ID or class attribute in your external form provider’s settings.

Can I create automated follow-up emails for non-HubSpot form submissions?

No, not directly within the non-HubSpot forms tool’s settings. Submissions from non-HubSpot forms do not automatically trigger HubSpot workflows in the same way native HubSpot forms do. You would need to use an external integration like a Zapier connection from your form builder to HubSpot or set up a HubSpot workflow that triggers when a contact property is updated based on that form submission.

What if my non-HubSpot form fields aren’t mapping correctly to HubSpot properties?

This is a common issue! HubSpot primarily maps non-HubSpot form fields to existing contact properties that are single-line text fields. Other field types like multi-line text, dropdowns, checkboxes often won’t map automatically. To ensure correct mapping, try to name your form fields to match HubSpot’s default property names, or create custom contact properties in HubSpot that exactly match the names or labels of your non-HubSpot form fields, making sure their type is set to “single-line text.”

Is there a limit to how many non-HubSpot forms I can track?

Yes, there is a limit. Your HubSpot account can track up to 10,000 unique non-HubSpot forms. This limit refers to the number of distinct forms HubSpot recognizes, not the number of submissions. If you exceed this, HubSpot may start rejecting submissions from additional forms. Custom Lead Status in HubSpot: Your Ultimate Guide to a Smoother Sales Process