Madlitics

Running effective marketing campaigns means knowing exactly where your best leads are coming from

Every click, every ad impression, and every social media referral plays a role in the bigger picture of how prospects find and engage with your brand. Without clear attribution, you could be wasting budget on the wrong channels, overlooking high-performing campaigns, or missing the full customer journey.

That’s why tracking UTM parameters is essential. These small snippets of data added to URLs allow businesses to pinpoint exactly which sources, campaigns, and content are driving conversions. However, capturing this data at the right moment is tricky. Without a structured system, UTM information can be lost between the time a visitor lands on your site and when they submit a form.

Madlitics automatically captures UTM parameters the moment a visitor arrives and seamlessly attaches them to form submissions. With Madlitics and [Form Builder Platform], every lead’s marketing source is stored alongside their contact details — so you always know which campaigns are driving results.

Capturing UTM Parameters with Madlitics x [Form Builder]

Madlitics was designed to close the gaps in marketing attribution, ensuring businesses always have clear, structured data on where their leads are coming from. With seamless tracking, persistence across sessions, and automatic data capture, Madlitics gives you full visibility into the marketing sources driving conversions — without guesswork.

Madlitics multi-channel attribution visualization, showing marketing platforms like TikTok, Instagram, Google, and Facebook. The graphic highlights how different sources contribute to high-performing marketing channels.

1. Set up UTM parameters across your campaigns

To accurately measure your marketing performance, every inbound link—whether from paid ads, email campaigns, organic social posts, or referral sites—should include UTM parameters. These tracking codes tell you exactly which marketing efforts are bringing in leads.

Once a visitor arrives on your site from a UTM-tagged link, Madlitics reads these parameters and holds onto them, even if they navigate through multiple pages before converting. Unlike basic UTM tracking, which can lose attribution data when users browse around or return later, Madlitics ensures that source information stays connected throughout the customer journey.

Even if a visitor arrives from a channel without UTM parameters, Madlitics will still categorize them whenever possible—assigning values like Organic Social, Organic Search, Direct, or Referral so that no lead goes unaccounted for.

A lead form showing marketing attribution fields captured by Madlitics, including Channel, Segment 1 (TikTok), and Segment 2 (Smart Onboarding). Background features a business growth website, emphasizing the value of attribution tracking.

2. Add hidden fields to your forms

Once UTM-tagged traffic arrives on your site, the next step is capturing that data at the moment of form submission. This is where hidden fields come in. These fields store UTM parameters without affecting the user experience—ensuring that when a lead fills out a form, their original marketing source is automatically recorded.

Madlitics seamlessly populates hidden fields, capturing key attribution data such as:
• Channel (e.g., Paid Search, Organic Social)
• Segment 1-4 (e.g., Platform, Campaign, Ad Group, Creative)
• Landing Page & Landing Page Group

With these hidden fields in place, every lead submission is enriched with structured, actionable marketing insights—helping your team understand exactly where customers are coming from.

3. Store & Utilize UTM Data

Instead of relying on raw UTM parameters, Madlitics automatically captures, organizes, and stores key marketing attribution data. This information can be passed directly to your CRM, email automation tools, or analytics platforms, ensuring your sales and marketing teams have complete visibility into what’s driving conversions.

With this data your sales, marketing, growth team(s) now have clear, structured insights into what marketing efforts influenced this lead — helping them personalize follow-ups and close deals more effectively.

Why Madlitics outperforms basic UTM tracking

Basic UTM tracking provides a snapshot of where a visitor came from — but it has major limitations, often failing to persist data across sessions, losing attribution when users navigate between pages, creating inconsistent reporting due to formatting errors, and more. Gaps that can result in misattributed leads, poor reporting, and wasted marketing spend. Making decisions based on incomplete data, could result in missing out on opportunities to scale what actually works or overinvesting in underperforming channels.

Madlitics solves these challenges by providing a seamless, structured approach to marketing attribution.

Complete Traffic Tracking
Most attribution tools only track UTM-tagged visitors — but not every visitor carries UTM parameters. That means a large percentage of your leads, such as those from Organic Search, Organic Social, Direct, and Referral traffic, may go completely unaccounted for.
Madlitics fills in these gaps capturing and categorizing all inbound traffic sources — even when UTMs are missing — ensuring that every lead is properly attributed. Instead of guessing where your conversions are coming from, you get a full picture of what’s driving real business growth.

Keeps attribution data — across pages and sessions
Other tracking methods fail when a visitor moves between pages before converting.
Imagine someone clicks on a LinkedIn ad, lands on your website, browses a few pages, and then decides to sign up — but instead of submitting their details on the landing page, they navigate to your ‘Contact’ page first. With traditional tracking, that LinkedIn ad attribution would likely be lost. The CRM would simply register them as a generic direct lead — causing incorrect reporting and missed ROI insights.
Madlitics ensures that never happens. It stores attribution data across the visitor’s entire session, so no matter how they navigate your site or how long they take to convert, their original source stays attached. This means your marketing data remains accurate, complete, and reliable—allowing you to optimize with confidence.

Cleaner, more reliable data
Raw UTM tracking often creates more problems than it solves. If you’ve ever managed UTM links, you know how easily inconsistencies creep in. Small formatting differences — like utm_source=Google vs. utm_source=google.com — can split attribution across multiple sources, leading to duplicate records and misleading analytics.

Madlitics automates data normalization, cleaning, and categorization before passing attribution details into your CRM, standardizing inconsistent UTMs, grouping similar traffic sources, and ensuring that your marketing reports reflect true performance. With clean, structured data, your marketing team can focus on insights and strategy instead of fixing attribution errors.

Tracking content influence
Attribution isn’t just about where a visitor came from—it’s about understanding what convinced them to convert. Capturing not just UTM parameters, but also landing page data means you can see which specific content played a role in driving conversions:
• Blog post that educated the prospect
• Case study that built credibility
• Pricing page that sealed the deal
By tracking content influence, Madlitics allows you to double down on the pages and topics that drive the most revenue, ensuring your marketing team makes data-driven content decisions.

Transform form submissions into actionable insights
Raw UTM tracking gives you data—but it doesn’t give you clarity. Madlitics bridges this gap by connecting marketing touchpoints to lead generation, ensuring every conversion is properly attributed, giving you true visibility into what’s working.
• Improve campaign performance by identifying high-ROI channels.
• Refine messaging based on which content drives engagement
• Eliminate wasted ad spend on underperforming sources.

What happens after Madlitics captures UTM data?

Once Madlitics captures UTM parameters, the real value of this data comes to life — leveraging that information to make smarter business decisions. With each visitor’s journey accurately recorded, their source information stays connected as they move through your funnel. Whether leads arrive from Google Ads, LinkedIn campaigns, email marketing, or organic search, Madlitics ensures attribution data seamlessly integrates into your existing tools, providing a structured and reliable view of your marketing performance.

With Madlitics and [Form Builder], every form submission includes a complete attribution picture, giving your CRM, email automation, and analytics platforms access to clean, actionable marketing data. By connecting marketing attribution with your most critical business tools, Madlitics ensures you’re not just collecting data — you’re using it to drive growth, improve conversions, and make informed decisions with confidence.

Sync with your CRM
‍Pass UTM parameters into Salesforce, HubSpot, or ActiveCampaign so your sales team knows exactly where every lead came from — no more guessing.

Built smarter reports
Use Google Sheets, Looker Studio, or Airtable to create data-driven reports that reveal which campaigns drive real revenue — helping you make informed budget decisions.

Track revenue impact
Sync UTM data with Stripe, PayPal, or Chargebee to see which campaigns generate paying customers, not just leads — so you can scale what works.

Personalize email campaigns
Trigger personalized email flows in Klaviyo, Mailchimp, or ConvertKit based on a lead’s original source — ensuring the right message reaches the right audience.

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Built for real teams. Backed by real results.