Digital Marketing
How to capture UTM Parameters in Formstack
Turn Formstack responses into full attribution records ready for your marketing tools, and see what drives leads, not just form fills.
Start capturing attribution →
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.
Formstack makes it easy to build flexible WordPress forms, but capturing reliable UTM parameters for attribution is still a persistent challenge for marketers. Formstack 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.
The result is incomplete lead insights and a broken link between campaigns and the Formstack submissions they generate. Madlitics solves this by automatically enriching each Formstack 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.
Accurate marketing attribution starts with capturing where leads come from. Madlitics works with Formstack to automatically capture UTM parameters, channel data, and first-touch attribution, then writes it into every form submission for your CRM and reporting workflows.
Any marketing effort that drives traffic, whether it is a paid ad, email campaign, or organic post, should include UTM parameters. These parameters make it easy to capture and analyze where visitors are coming from, which campaigns are driving conversions, and how different channels perform across your funnel.
For marketing campaign and inbound links that send visitors to a Formstack, UTMs typically include utm_source to identify traffic, utm_medium to describe the channel, and utm_campaign to match your campaign name or offer. Use Madlitics URL campaign builder to easily add UTMs.
Example LinkedIn Ads URL with UTMs: yoursite.co/formstack?utm_source=google &utm_medium=cpc &utm_campaign=demand_gen_q1 &utm_term=crm+software &utm_content=hero_banner
Setup Guide: Install Madlitics on your Website ->
Once UTM tracking is added to inbound links, the next step is configuring your Formstack 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. Madlitics fields allow channel, campaign, and landing page data to travel alongside the lead into your CRM and downstream tools, and include:
Setup Guide: Configure Formstack to collect UTM parameters ->
When a visitor submits a [Tally] form, 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.
When a lead completes a submission, Formstack sends customer details plus full UTM and attribution data into your CRM, marketing automation platform, spreadsheets, or BI tools just like any other lead record. With attribution connected directly to submissions, you can finally see which channels, campaigns, and pages are driving real pipeline and revenue.
Madlitics adds a persistent attribution layer in front of your Formstack so that every submission inherits clean, consistent tracking data—regardless of which page the user converts on.
When a visitor lands on your site, Madlitics captures first-touch information such as channel, source, campaign, medium, keyword or ad content (if available), and landing page details. That data is stored client-side and associated with the visitor’s session and subsequent sessions, so if they move from a campaign landing page to a blog article and then finally to a “Request Demo” Formstack the original context is still available.
At submit time, Madlitics injects this normalized attribution data into hidden fields on your Formstack turning each response into a complete record you can send to your CRM, marketing automation platform, or data warehouse. This means Formstack becomes a reliable capture mechanism instead of a dead end for attribution.
When Formstack forms send complete UTM and attribution data into 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 your Formstack forms. 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 Tally 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 Tally 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.
Formstack is a powerful tool for creating engaging, high-converting forms that capture leads across your site, from demos to content upgrades. Its conversational design and embed flexibility make it a go-to for performance marketers chasing better response rates.
Pairing it with Madlitics unlocks even more potential by turning every submission into a full attribution record—persistent channel, campaign, keyword, click ID, and landing page data that flows straight to your CRM. No more "Direct/Unknown" gaps or manual stitching; you get clean insights on what truly drives pipeline and revenue.
Start today with a 4-step setup that takes minutes, then build reports that shift budgets from guesswork to proven winners. This integration makes Formstack not just a form builder, but a revenue attribution engine for your entire marketing stack.
Answers to common questions about UTM tracking with Madlitics and Formstack
