How to capture UTM parameters and marketing attribution data in Apollo.io forms

Using Apollo.io forms to capture inbound leads and want the campaign details alongside each contact? Apollo can collect UTMs when those values are available to the form, but when someone browses your site or leaves and returns later, the original tags may no longer be in the URL. Contact details reach Apollo while the marketing source and campaign details are missing, or remain in a separate analytics platform.

Madlitics captures the marketing channel, campaign details, and landing page when visitors first arrive, then preserves that context as they browse and return, provided their attribution cookie remains available. When a visitor submits an Apollo form configured with Madlitics, the available values are saved to mapped custom contact fields. Your team can see which sources, campaigns, and creative variations brought in each lead, right on the contact record.

This guide walks through tagging campaign links and capturing their values in Apollo. Once those fields are mapped into your connected CRM, you can compare campaigns alongside opportunity and revenue data to see which ones bring in leads that become customers.

Put your Apollo campaign data to work

With original campaign details saved to your Apollo contacts, you can compare where leads come from and give sales context for the follow-up. The campaign, creative variation, and landing page help explain what brought someone in, even when they submitted your form elsewhere on the site.

Take those fields into your connected CRM to see what happens next. A campaign that generates fewer submissions may bring in more qualified opportunities, while another produces volume that rarely turns into revenue. With attribution mapped and sales outcomes available, you can use those differences to decide where to invest next.