HubSpot, WordPress and Gravity Forms, Connected Properly

How should WordPress form submissions reach HubSpot?

Three ways. Embed HubSpot forms, so submissions land in HubSpot natively. Let HubSpot capture your existing forms with its non-HubSpot forms setting, which is quick but limited. Or, for Gravity Forms, use the official HubSpot add-on, which maps fields to properties and submits to a HubSpot form. For Gravity Forms sites, the add-on is usually the most reliable.

What does the HubSpot WordPress plugin need?

A self-hosted WordPress site, or a WordPress.com Business plan, running WordPress 5.8 or later and PHP 7.2 or later. The person installing needs to be a HubSpot Super Admin and a WordPress admin. The plugin is free on every HubSpot plan. On a multisite network, activate it separately for each site.

When we checked in October 2026, the plugin added the tracking code automatically and brought forms, live chat, contacts, email, lists and reports into the WordPress admin. It can also serve HubSpot-hosted content from a subfolder of your site. To install it, go to Plugins, Add New, search for HubSpot, install and activate it, then log in to your HubSpot account from the new HubSpot menu.

When does HubSpot's non-HubSpot forms capture work?

When the form is plain HTML inside a form tag, with an email field and a standard submit button, no iframe, and no JavaScript bound to the submit event. Turn it on under Settings, Marketing, Forms, Non-HubSpot Forms. It works on every HubSpot plan, as long as the tracking code or the WordPress plugin is on the page.

• Field mapping: captured fields map only to single-line text properties, and you can't map them manually. Dropdowns and checkboxes arrive as text.
• Partial submissions: every click on submit is recorded, so a form that fails validation can still create a submission.
• Not captured: hidden fields, sensitive fields such as card numbers, forms added after the page loads, and forms inside single-page apps.
• Blocked tracking: if an ad blocker or consent setting blocks the tracking code, the submission isn't captured.

HubSpot's own guidance for forms that don't fit these rules is to use its form submission API or an existing form integration, which for Gravity Forms is the add-on below.

How does the Gravity Forms HubSpot add-on work?

You connect it under Forms, Settings, HubSpot, then create a feed for each Gravity form. Each feed creates a matching form in HubSpot and submits every entry to it, mapping fields to contact properties, with Email required. Feeds can set lifecycle stage and lead status and use conditional logic. Gravity Forms lists the add-on with every license.

Details from the Gravity Forms documentation that matter in practice:

• Don't touch the HubSpot form it creates. Gravity Forms says the auto-created HubSpot form should not be edited or removed.
• No owner assignment. The Contact Owner setting was removed on 2 September 2026, because HubSpot's Forms API no longer supports it. Assign owners with a HubSpot workflow or your lead routing rules instead.
• Unsupported fields: Quiz, Poll and Survey fields aren't supported. A consent field is.
• New properties: the add-on caches your HubSpot properties for about an hour, so a property you just created may not appear in the mapping straight away.

How do you keep attribution and consent working?

Keep the HubSpot tracking cookie flowing with each submission, so the contact is linked to the pages they visited and their original source. The Gravity Forms add-on includes it by default. Use HubSpot's cookie consent banner, or a supported alternative, so tracking respects consent, and test how your consent field lands in HubSpot.

• Tracking cookie: HubSpot uses the hubspotutk cookie to link form submissions to page views and to deduplicate contacts. Leave the add-on's "Exclude HubSpot tracking cookie" option off unless you have a reason.
• One tracking script: if the HubSpot plugin already loads the tracking code, turn on "Disable HubSpot Tracking Script" in the Gravity Forms add-on, so the script isn't loaded twice.
• Don't capture twice: if the add-on sends a form, keep that form out of non-HubSpot forms capture. Neither vendor documents the overlap, so check a test submission arrives once.
• Consent: Gravity Forms says its consent field is supported but doesn't say how it maps in HubSpot. Submit a test entry and check the contact's communication preferences.

Attribution only works if the source data is clean. Our HubSpot attribution reporting guide covers the rest of the chain.

How do you set it up, in order?

Install and connect the HubSpot plugin, decide which forms use which method, then set up the Gravity Forms add-on feeds with field mapping and lifecycle stage. Turn on non-HubSpot forms capture only for forms the add-on doesn't cover. Build the owner assignment workflow in HubSpot, then submit a test entry on every form and check the contact.

1. Install the HubSpot plugin as a WordPress admin who is also a HubSpot Super Admin, and log in to HubSpot from the plugin menu.
2. List your forms and choose a method for each: HubSpot form, non-HubSpot capture, or the Gravity Forms add-on.
3. Create add-on feeds for Gravity forms. Map Email and every field you'll report on, and set lifecycle stage and lead status where they apply.
4. Turn on capture only for the forms the add-on doesn't send.
5. Route owners in HubSpot with a workflow triggered by the form submission.
6. Test every form with a real email address. Check the contact's properties, owner, source and consent, and that the submission appears once.

Why are WordPress submissions missing from HubSpot?

For captured forms, the form usually breaks one of HubSpot's rules: it's in an iframe, has JavaScript on submit, loads late, or the tracking code is blocked. For Gravity Forms, check that CAPTCHA isn't on for the HubSpot form the add-on created, the feed's conditions match, Email is mapped, and the HubSpot connection is still active.

• CAPTCHA on the HubSpot form: HubSpot rejects API and integration submissions to a form with CAPTCHA turned on. Protect the Gravity form instead.
• Disconnected add-on: after a disconnect, feeds stay but don't process, and the HubSpot forms aren't deleted. Reconnect and check the feeds.
• Wrong contact updated: submissions from the same browser share a tracking cookie, so a team member testing several forms can merge test data into one contact. Test in separate private windows.

HubSpot WordPress checklist