For years, one of the most frustrating limitations in HubSpot was deceptively simple: if you needed to collect information that belonged on a deal, you had to collect it on a contact first, then figure out how to get it to where it actually belonged.
That workaround era is over. HubSpot has released a beta that lets you use deal properties directly in forms, and create a deal automatically on submission. Here's what that means, how to use it, and why it matters more than it might first appear.
HubSpot's new deal properties in forms feature (currently in beta) lets you collect deal-specific data via a HubSpot form and automatically create a deal on submission. Previously, teams had to collect deal data on the Contact object first, then use workflows to copy it across to the Deal, often 20-30 steps of pure data plumbing. Now you add deal properties directly to the form, configure deal creation in Form Settings, and HubSpot handles the rest. Available on all plans. Updated form editor required. Revenue Attribution reporting is Marketing Hub Enterprise only.
Let's be specific about what was broken, because the scale of the friction often got normalised.
Say you're running a renewal campaign. You want to capture a contact's renewal intent, their preferred contract term, and a rough deal value. All of that data logically belongs on the Deal record. But HubSpot Forms only supported contact and company properties, so you had two options:
Option A: Create shadow properties on the Contact object (e.g. "Renewal Intent (Form Capture)"), collect them there, then build a workflow to copy them across to the Deal.
Option B: Accept that your deal data would be incomplete and fill it in manually.
Most teams chose Option A. And Option A, across a reasonably complex HubSpot portal, could mean 20, 30, sometimes 40+ workflow steps just doing data plumbing. Copy this field. Copy that field. Create the deal. Set the stage. Enrol in a sequence. The workflow wasn't doing anything clever; it was just moving data between places because the tool forced it to.
The downstream effects were real:
The single-contact-per-deal assumption baked into this approach also fell apart the moment you had a business model where one contact could have multiple active deals, think agencies, B2B SaaS with multiple products, or any franchise or multi-location business.
HubSpot Forms now supports deal properties natively in the updated form editor. When you add deal properties to a form and toggle on deal creation in Form Settings, HubSpot will:
You define the deal name format, pipeline and deal stage at configuration time. The submission date and time gets appended to the deal name automatically.
From the form analytics side, you can view deal performance metrics in the Performance and Analyse tabs for that form. If you're on Marketing Hub Enterprise, you also get access to the Revenue Attribution report, which shows closed-won revenue traced back to deals created through that form.
Step 1: Make sure you're in the updated form editor. Deal properties are not supported in the legacy editor. If you're still on the old one, now's a good time to migrate.
Step 2: Add deal properties to your form.
Step 3: Configure deal creation.
Step 4: Save and publish. Click Review and Update, then Update.
That's it. No workflow. No field copying. No maintenance overhead.
It's currently in beta. You need to request access through HubSpot's product updates page. Access isn't automatic, so apply early.
Updated form editor only. If you're using legacy forms anywhere in your portal, this feature won't be available until you migrate those forms across.
Payment links and deal properties can't coexist in the same form. If you need to capture payment at the same time as creating a deal, HubSpot has a separate flow for that. You can redirect to a payment link post-submission instead.
Deal creation is per submission. Every time the form is submitted, a new deal is created. There's no deduplication or "update existing deal" logic baked in here. If someone submits the same form twice, you'll get two deals. Factor that into your form design and any downstream automation.
Revenue Attribution is Marketing Hub Enterprise only. The deal creation and deal property capture is available on all plans. The closed-won attribution reporting is gated to MH Enterprise.
Renewal intent capture Send a form to contacts approaching renewal. Capture renewal intent, preferred term length and any upsell interest directly onto a new renewal deal. No contact shadow properties. No workflow copying. The deal exists and is populated by the time your sales rep opens it.
Previously: 6 contact properties, a 15-step workflow to create the deal and copy fields, and a prayer that it ran before the rep's morning check.
Inbound quote requests For businesses that receive scoped quote requests via a form, deal properties mean the deal is created at the moment of enquiry with the relevant job details already attached. Your pipeline reflects real pipeline from minute one.
Previously: form creates contact, contact enrolled in workflow, workflow creates deal, workflow copies fields one by one. If the contact already existed with different field values, you'd need conditional branches to avoid overwriting data.
Event or webinar registrations with commercial value If registration to an event signals buyer intent, you can create a deal at the point of registration. Capture event name, interest area or package tier directly on the deal. Your pipeline populates itself as registrations come in.
Internal sales forms Sales teams using internal HubSpot forms to log manually identified opportunities can now write directly to the deal object. No workaround properties on the contact. Clean data from the start.
This feature is a meaningful step toward HubSpot treating its objects with equal weight. For a long time, contacts were the centre of the HubSpot universe, and everything else had to orbit around them. Deal data on a contact field was the symptom of that architecture showing its limits.
For RevOps teams that have been maintaining workflow infrastructure purely to compensate for this gap, this beta is worth jumping on immediately. The cleanup alone, removing shadow properties from contacts, retiring the copy workflows, simplifying your object model, is worth the effort of migrating forms to the new editor.
Request beta access now. Don't wait for general availability if you can avoid it.
What is the HubSpot deal properties in forms feature? It's a HubSpot beta that allows you to add deal object properties to a HubSpot form and automatically create a new deal record each time the form is submitted. Previously, forms only supported contact and company properties.
Which HubSpot plans support deal properties in forms? Deal creation via forms is available to all HubSpot customers on any plan. The Revenue Attribution report, which shows closed-won revenue from deals created through a form, is only available to Marketing Hub Enterprise customers.
Do I need to build a workflow to create the deal? No. When you toggle on deal creation in the form's settings and configure the deal name, pipeline and deal stage, HubSpot creates the deal automatically on each submission without any workflow required.
Can I use deal properties in forms with the legacy form editor? No. Deal properties are only supported in the updated HubSpot form editor. If you're using legacy forms, you'll need to migrate to the new editor before you can use this feature.
Does HubSpot create one deal per form submission? Yes. Every form submission creates a new deal. There is no built-in deduplication or "update existing deal" logic. If someone submits the same form twice, two deals will be created. Plan your form design and downstream automation accordingly.
Can I use payment links and deal properties in the same form? No. Payment links and deal properties cannot be included in the same form. If you need to capture payment alongside deal creation, configure the form to redirect to a payment link after submission instead.
How do I get access to deal properties in HubSpot forms? The feature is currently in beta. You need to request access through HubSpot's Product Updates page. Access is not automatic; you need to opt in to join the waitlist.
What deal properties can I add to a HubSpot form? Any standard or custom deal properties in your HubSpot portal can be added to a form once deal creation is enabled. This includes properties like deal type, deal amount, close date, renewal intent, and any custom properties you've created on the Deal object.
Will deals created through forms appear in revenue attribution reports? Yes, if you're on Marketing Hub Enterprise. The Revenue Attribution report in the form's Performance tab shows deals created, pipeline generated and closed-won revenue attributed to that specific form.
What happens to the deal if the form submission comes from an existing contact? The newly created deal is associated with the existing contact (and their associated company) automatically. The deal properties submitted in the form are written directly to the new deal record.