-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
Originator-Key-Asymmetric:
 MFgwCgYEVQgBAQICAf8DSgAwRwJAW2sNKK9AVtBzYZmr6aGjlWyK3XmZv3dTINen
 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 J2tDHr3McRav+qLmIno/ll7q9W8a9lrkDkqSY9jmkq3jFteGUf4r/JXd1PBchU5e
 SW5WMS6xPdWmXXqG5XEZeg==

<SEC-DOCUMENT>0001179110-04-001776.txt : 20040127
<SEC-HEADER>0001179110-04-001776.hdr.sgml : 20040127
<ACCEPTANCE-DATETIME>20040127122851
ACCESSION NUMBER:		0001179110-04-001776
CONFORMED SUBMISSION TYPE:	3
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040122
FILED AS OF DATE:		20040127

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			HEARTLAND FINANCIAL USA INC
		CENTRAL INDEX KEY:			0000920112
		STANDARD INDUSTRIAL CLASSIFICATION:	STATE COMMERCIAL BANKS [6022]
		IRS NUMBER:				421405748
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		1398 CENTRAL AVE
		CITY:			DUBUQUE
		STATE:			IA
		ZIP:			52001
		BUSINESS PHONE:		5635892000

	MAIL ADDRESS:	
		STREET 1:		1398 CENTRAL AVE
		CITY:			DUBUQUE
		STATE:			IA
		ZIP:			52001

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			LARSON RONALD A
		CENTRAL INDEX KEY:			0001276022

	FILING VALUES:
		FORM TYPE:		3
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-15393
		FILM NUMBER:		04545511

	BUSINESS ADDRESS:	
		STREET 1:		1398 CENTRAL AVE
		CITY:			DUBUQUE
		STATE:			IA
		ZIP:			52001
		BUSINESS PHONE:		5635892108

	MAIL ADDRESS:	
		STREET 1:		1398 CENTRAL AVE
		CITY:			DUBUQUE
		STATE:			IA
		ZIP:			52001
</SEC-HEADER>
<DOCUMENT>
<TYPE>3
<SEQUENCE>1
<FILENAME>edgar.xml
<DESCRIPTION>FORM 3 -
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0201</schemaVersion>

    <documentType>3</documentType>

    <periodOfReport>2004-01-22</periodOfReport>

    <noSecuritiesOwned>0</noSecuritiesOwned>

    <issuer>
        <issuerCik>0000920112</issuerCik>
        <issuerName>HEARTLAND FINANCIAL USA INC</issuerName>
        <issuerTradingSymbol>HTLF</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001276022</rptOwnerCik>
            <rptOwnerName>LARSON RONALD A</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>1398 CENTRAL AVE.</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>DUBUQUE</rptOwnerCity>
            <rptOwnerState>IA</rptOwnerState>
            <rptOwnerZipCode>52001</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>1</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle></officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeHolding>
            <securityTitle>
                <value>Common Stock</value>
            </securityTitle>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>0</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeHolding>
    </nonDerivativeTable>

    <derivativeTable></derivativeTable>

    <footnotes></footnotes>

    <ownerSignature>
        <signatureName>/s/ Ronald A. Larson</signatureName>
        <signatureDate>2004-01-22</signatureDate>
    </ownerSignature>
</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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