Digital Marketing
How to capture UTM Parameters in Forminator
Turn Forminator responses into full attribution records ready for your marketing tools, and see what drives leads, not just form fills.
Start a free trial
Forminator makes it easy to build flexible WordPress forms, but capturing reliable UTM parameters for attribution is still a persistent challenge for marketers. Forminator can read UTMs from the URL, but it only sees what’s present when the page (and form) loads—so if a visitor clicks around your site first, lands on a different page, or returns later to submit, attribution often disappears. In practice, UTMs show up on only a small fraction of submissions, while most entries come through with blank or incomplete tracking fields, making it hard to see which campaigns are actually driving results.
The result is incomplete lead insights and a broken link between campaigns and the Forminator submissions they generate. Madlitics solves this by automatically enriching each Forminator response with persistent, first-touch attribution data—channel, source, campaign, and more—without manual scripts or complex hidden-field workarounds. Instead of wrestling with brittle tracking setups, you get clean, consistent attribution on every submission that’s ready to flow straight into your CRM and reporting stack.
See which channels, campaigns, and content actually drive pipeline and revenue.
Turn attribution into decisions
Move beyond “Direct/Unknown” sources. Capture accurate attribution data to understand what's driving conversions, pipeline, and revenue.
Spot top channels
Break down leads by channel such as Organic, Paid Search, Paid Social, and referrals. Identify what is working and shift budget toward top performers.
Find campaigns that convert
Track performance by campaign, source, medium, and landing page. See which efforts generate qualified leads and customers, not just form fills.
Persistent attribution tracking
Keep UTM and session data attached to each lead, even if they return later or convert on a different page.
Accurate marketing attribution starts with capturing where leads come from. Madlitics works with [platform] to automatically capture UTM parameters, channel data, and first-touch attribution, then writes it into every form submission for your CRM and reporting workflows.
Include UTM parameters on any marketing effort that drives traffic (paid ad, email campaign, organic post, etc) to capture and analyze where visitors are coming from, which campaigns are driving conversions, and how different channels perform across your funnel.
Ex. URL with UTMs: yoursite.co/forminator?utm_source=google &utm_medium=cpc &utm_campaign=demand_gen_q1 &utm_term=crm+software &utm_content=hero_banner
Once UTM tracking is added to inbound links, configure Forminator to collect attribution data automatically. Madlitics writes attribution values into dedicated form fields at submission so every lead includes its associated marketing context, while staying hidden from respondents.
When a visitor submits a Forminator, Madlitics automatically writes the captured UTM parameters and attribution data into the hidden fields you configured. This turns each submission into a complete record that includes both customer details and the full marketing context in one place.
Once the form submits, Forminator receives the customer’s details alongside full attribution data. With attribution data connected directly to form submissions, marketing teams can clearly see which Google Ads campaigns are generating leads, customers, and revenue for the business.
The real value comes from reports that reveal what actually drives pipeline and revenue.
Spot your top channels instantly
Build leads-by-channel breakdowns to see how Organic Search, Paid Search, Paid Social, and referrals stack up on Forminator conversions. Spot if SEO is quietly crushing paid efforts, then reallocate budget from low performers to scale what's working.
Compare ad networks head-to-head
Drill into submissions by network or campaign to benchmark Google vs. Meta vs. LinkedIn performance. Uncover which platforms deliver the lowest CPLs or highest demo-to-customer rates, even for the same form across funnels.
Find campaigns that close (not just click)
Connect Forminator data to your CRM and track customers + revenue by campaign, keyword, or landing page. Pinpoint which efforts generate cheap form fills but zero pipeline versus the ones quietly producing your highest LTV deals.
Prioritize high-ROI content and keywords
Group by landing page or directory (/blog vs. /features) to measure content performance, or slice revenue by keyword/gclid to bid smarter in ad platforms. Turn Forminator responses into a mirror of your ad account breakdowns — but tied to actual leads and sales.
With complete UTM and attribution data Forminator sends to your CRM, you can finally report on more than just submission counts. You can analyze which forms, traffic sources, and campaigns drive your best leads and customers, then double down on the workflows and pages that move the needle.
Leads by channel
Compare lead generation across Paid Search, Paid Social, Organic Search, Email, Referral, and Direct traffic. This makes it easy to see how each channel contributes to pipeline and revenue so you can prioritize the ones that perform best.
Leads by campaign
Track which campaigns generate the highest volume of qualified leads using UTM parameters from Forminator. Campaign-level reporting helps you compare audiences, offers, and messaging across all channels, not just a single ad platform.
Conversion rate by channel
Measure which traffic sources convert leads into customers most effectively using the channel data captured in Forminator submissions. Some channels may drive lots of form fills but low-quality leads, while others consistently produce higher-value customers and stronger revenue.
Revenue by campaign
Connect Forminator attribution data to customers and revenue to see which campaigns are driving real business impact. This makes it easier to optimize budget, scale the campaigns that perform best, and reduce spend on efforts that fail to turn leads into revenue.
If you want to see which marketing campaigns are actually generating leads, customers, and revenue, Madlitics connects UTM parameters and attribution data directly to your Forminator submissions. Instead of relying on disconnected reports or limited click metrics, Madlitics captures and preserves attribution from the first touch through the final conversion, so every form submission includes its source, medium, campaign, landing page, channel, and more.
With this data flowing automatically into your CRM, reporting tools, and downstream workflows, you can build clearer reports, analyze lead quality by campaign, and confidently double down on the channels driving real pipeline and revenue. Madlitics shows you which marketing efforts are working, so you can invest more in what performs and cut what doesn’t.
Answers to common questions about UTM tracking with Madlitics and Forminator
