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Setting up Custom HTML Forms for Marketing Attribution and UTM Tracking
Step-by-step setup to add Madlitics fields to Custom HTML Forms so every response includes channel, campaign, and landing page attribution.
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Madlitics makes it simple to pair marketing attribution with form submissions, so you know exactly where every lead came from. By adding a set of hidden fields powered by Madlitics, your Custom HTML forms can automatically collect details like channel, campaign, and landing page — without adding any extra work for your visitors.
1. Create a new form
Start by creating a new form and build it however you normally would — whether it’s a simple contact form, a newsletter signup, or a multi-step lead capture form. Madlitics doesn’t change how your form looks or functions for visitors, so you can add any visible fields you need (name, email, phone, etc.) while preparing to drop in the attribution fields behind the scenes.
2. Add Madlitics fields
To capture attribution data, you’ll need to add Madlitics fields. These fields are hidden from visitors and automatically pull in marketing details from the Madlitics script running on your site. Together, they capture a complete view of how the visitor arrived—including their channel, campaign, and the page where they landed.
Place a field (type ='Hidden') in your form to store attribution data from Madlitics. Give the input field a 'Name' name='ex.channel' and a Default Value' value='ex.[channel]'.
For example, using an HTML form, custom form, or embedded form (not a form builder platform) a sample input would look like:<input type="hidden" name="channel" value="[channel]">
Repeat this process for the remaining Madlitics fields you want to capture. Once you’ve got all the Madlitics fields configured, save your form — you’re ready to start capturing rich attribution data alongside your lead details. Configure additional Madlitics field value pairs for deeper customization and richer insights.
Channel Category
Categorizes the visit’s marketing channel based on multiple signals, including traffic type, referring domain, and known platforms.
Field label: channel
Default value: [channel]
Segment 1
Captures the source of the traffic, identifying the specific platform, publisher, or partner that sent the visitor to your site; for paid traffic, this field records the utm_source, for organic traffic the platform, for referrals the referring domain, and for direct traffic no value is captured.
Field label: segment1
Default value: [segment1]
Segment 2
Captures the campaign-level details associated with the visit, identifying which campaign, promotion, or initiative led the visitor to your site; for paid traffic, this field records the utm_campaign, for organic traffic the referring domain, and for direct traffic no value is captured.
Field label: segment2
Default value: [segment2]
Segment 3
Captures the keyword, creative variation, or content-level detail that influenced the visit, such as a paid search term, specific ad, post type, or format; for paid traffic, this field records the utm_term, for organic traffic the full referring URL when available, and for direct traffic no value is captured.
Field label: segment3
Default value: [segment3]
Segment 4
Captures the audience, ad group, or offer associated with the visit, showing how the traffic was segmented within a campaign; for paid traffic, this field records the utm_content, and for organic and direct traffic no value is captured.
Field label: segment4
Default value: [segment4]
Landing Page
Captures the exact page where the visitor first entered your site, recording the original entry point of the session.
Field label: lp
Default value: [lp]
Landing Page Group
Captures the category or logical grouping of the landing page, allowing multiple related entry points to be analyzed under a shared identifier.
Field label: lpg
Default value: [lpg]
An example of a Custom HTML form, asking visitors to submit their full name, including Madlitics fields to capture data, that visitors will not see.
<input name="full name" data-name="Name" placeholder="Type your name" type="text" id="name">
<input type="hidden" name="channel" value="[channel]">
<input type="hidden" name="segment1" value="[segment1]">
<input type="hidden" name="segment2" value="[segment2]">
<input type="hidden" name="segment3" value="[segment3]">
<input type="hidden" name="segment4" value="[segment4]">
<input type="hidden" name="lp" value="[lp]">
<input type="hidden" name="lpg" value="[lpg]">
<input type="submit" data-wait="Please wait..." class="submit-button" value="Submit">
4. Embed the form on your site
Make sure the form is placed somewhere the Madlitics script is already installed and running (ie. your domain) — publish the form on a live page where visitors will submit it.
5. Test and publish your form
Choose a page (or post) on your site to embed the form, then publish it live. Once you’ve confirmed the data is flowing correctly, you can be confident that attribution details will pass seamlessly into your connected tools—whether that’s your CRM, analytics platform, or reporting dashboard.
Once your Madlitics fields are set up, your forms are fully equipped to capture clean, consistent attribution data with every submission. Meaning, you’ll know exactly where each lead came from — whether it was a paid ad, social post, or organic search — and how they moved through your site before converting.
Getting attribution right at the form level is a big step toward smarter marketing decisions — and Madlitics makes it simple.
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