Madlitics works by tracking how visitors arrive at your site, categorizing their traffic source, and storing this data in hidden fields within your forms. When a visitor submits a form—whether they came from a paid search ad, an organic blog post, or a social media campaign—Madlitics passes their attribution data along with their submission.

This data is then stored in the lead’s CRM record, allowing your marketing and sales teams to see exactly what drove them to your site in the first place. By connecting this data to revenue outcomes, you can optimize ad spend, refine messaging, and double down on high-performing campaigns.

Every business has unique marketing channels and customer journeys. While Madlitics provides structured attribution categories—like Organic Search, Paid Social, and Email Marketing—you may want to customize how leads are categorized within your CRM.

Many CRMs, including Salesforce and HubSpot, allow you to create automated rules that modify data based on certain conditions. For example, you might want to group all organic traffic together rather than separating it into search, referral, and direct visits. Or, if a visitor lands on a dedicated partner landing page, you may want to classify them under “Affiliates” regardless of the UTM parameters they arrived with.

By setting up rules in your CRM’s Process Builder (Salesforce) or Workflows (HubSpot), you can automatically update the Channel field based on predefined logic. This ensures that your attribution data reflects the way your business tracks leads, rather than relying on default categories.

If your CRM doesn’t offer native automation for modifying lead data, external workflow automation tools can bridge the gap. Platforms like Zapier, Make, or even native integrations within marketing automation suites allow you to customize attribution rules before the data reaches your CRM.

For instance, you can set up a rule that checks if a lead's first landing page contains "/affiliates" and, if so, automatically categorizes them as "Affiliate Marketing" instead of relying on the UTM parameters alone.

This approach ensures that your CRM reflects your preferred categorization structure, rather than just the default data passed through forms.

Most marketing attribution tools categorize traffic into predefined channels like Paid Search, Organic Social, or Referral. While this structure works well for broad analysis, businesses often need custom groupings to align with their internal reporting needs.

For example, instead of analyzing each paid channel separately, you might want to create a "Paid Acquisition" category that includes Paid Search, Paid Social, and Display Ads. Similarly, all unpaid sources—Organic Search, Organic Social, and Direct Traffic—could be grouped into "Organic Leads."

By setting up custom fields in your CRM, you can automate this classification, making it easier to run high-level reports that compare paid vs. organic lead performance. This simplifies campaign analysis and helps executives and stakeholders quickly understand marketing impact.

Not all leads are created equal. A visitor who arrives via a high-intent Google Search ("best enterprise CRM software") is far more likely to convert than someone clicking on a general awareness-stage social media ad.

Using CRM workflows, you can create custom lead scoring models based on Madlitics attribution data. For example:

This allows sales teams to prioritize their outreach, ensuring that the highest-quality leads receive attention first, rather than treating all form submissions equally.

Most CRMs only record the last-touch attribution by default, meaning that if a lead first arrives via a blog post but later converts through a remarketing ad, only the ad gets credit.

By using Madlitics data combined with custom CRM fields, you can track and store first-touch, last-touch, and even mid-funnel interactions.

With this setup, marketing teams can analyze the full customer journey, understanding which touchpoints contribute to conversions instead of relying on an oversimplified model.

Many businesses generate leads through partners, resellers, and affiliates, but standard attribution models don’t track these sources effectively.

By configuring custom referral tracking rules in your CRM, you can ensure that leads from co-branded landing pages, UTM-tagged partner links, or reseller websites are attributed correctly.

For example, if a partner sends traffic to a dedicated landing page (yourcompany.com/partnerXYZ-offer), you can set up an automation that assigns these leads to a "Partner Channel" in your CRM. This allows you to: