How to integrate Madlitics with Fluent Forms | Capture marketing attribution data

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Integrating Madlitics with Fluent Forms

How to update Fluent Forms to dynamically capture marketing attribution data.

Fluent Forms is one of the fastest-growing WordPress form builders, known for its speed, flexibility, and ease of use. It’s available on free and paid tiers, making it a great option for businesses of all sizes. With its drag-and-drop editor, you can quickly build custom lead-capture forms that integrate seamlessly with Madlitics. By adding the Madlitics fields, every submission will include attribution data like channel, campaign, and landing page — giving your team the insights needed to see what’s driving results.

In this guide, we’ll walk you through installing Fluent Forms, activating the plugin, and preparing your forms to capture Madlitics attribution data.

💆 Heads-up: Make sure Madlitics is installed on the site where this Fluent Form lives (ie. Wordpress). The form alone won’t capture attribution data — Madlitics needs to be running on the page to pass lead data into your submissions. Installing Madlitics on Wordpress ->

Step 1: Install and activate the Formiable plugins

Fluent Forms is available directly from the WordPress plugin directory, meaning installation is fast and straightforward. From your WordPress dashboard, head into the Plugins section and select Add New. Search for Fluent Forms in the directory, then click Install Now. Once installation finishes, hit Activate to turn it on.

You’ll know everything worked when a new Fluent Forms menu appears in your WordPress sidebar — that’s your hub for creating and managing forms.

Plugins > Add Plugin > Install > Activate

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Plugins > Add Plugin > Search 'Formidable' > Install. Search for and install the Fluent Forms plugin

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Confirm Fluent Forms is installed and activated.

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Step 2: Create a form to capture attribution data

With Fluent Forms active, you’re ready to build a form that captures both your lead details and Madlitics attribution data. Head over to the Fluent Forms menu in your WordPress dashboard and click Add New Form. This opens up the form-creation flow where you’ll decide how to structure your form.

You can start fresh with a New Blank Form if you want full control, or pick from one of the built-in templates to speed things up. Either way, the form will work seamlessly with Madlitics once you’ve added the hidden fields in the next step.

If you already have a form set up, no problem—just open it from your Forms list and click Edit to get it ready for Madlitics fields.

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Click **Add New Form** in the Fluent Forms dashboard to begin building.

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Choose between starting with a blank form or using one of Fluent Forms’ templates to save time.

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Step 3: Add Madlitics fields

Build your form however you like—whether that’s a simple contact form or something more advanced. To make sure attribution data comes through with every submission, you’ll need to drop in seven (7) fields powered by Madlitics. These fields work behind the scenes, automatically pulling in details like channel, campaign, and landing page without adding anything extra for your visitors to fill out.

From the form editor, drag a Hidden Field into your form. In the field settings, update the label and default value so they line up with the right Madlitics field. For example, to configure Madlitics Field 1, set the label to channel and the default value to [channel].

Repeat this process for all of the Madlitics fields. Once you’ve got all seven in place, save your form and 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.

Madlitics Field 1

Marketing channel
Admin Field Label: Channel
Default value: [channel]Field label: Channel

Madlitics Field 2

Segment 1:
Admin Field Label: Segment 1
Default value: [segment1]Field label: Segment_1

Madlitics Field 3

Segment 2:
Admin Field Label: Segment 2
Default value: [segment2]Field label: Segment_2

Madlitics Field 4

Segment 3:
Admin Field Label: Segment 3
Default value: [segment3]Field label: Segment_3
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Madlitics Field 5

‍Segment 4:
Admin Field Label: Segment 4
Default value: [segment4]Field label: Segment_4
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Madlitics Field 6

‍Landing page:
Admin Field Label: LP
Default value: [lp]Field label: lp

Madlitics Field 7

Landing page group:
Admin Field Label: LPG
Default value: [lpg]Field label: lpg

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Build your form however you like — drag in the fields you need.

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Add a Hidden Field from the Advanced Fields section, this will be Madlitics Field 1.

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Update the Admin Field Label, the Default Value, and the Name Attribute so they match the Madlitics fields (listed above).

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Repeat this process for the 6 remaining Madlitics fields, and Save the form.

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Step 5: Embed your form on a page

Now that your form is set up with the Madlitics fields, the final step is placing it onto a live page where visitors can interact with it. Fluent Forms makes this process flexible — you can drop your form into an existing page or spin up a brand-new page just for it.

For most cases, creating a dedicated page is the simplest option, especially if you’re testing Madlitics for the first time. Once published, every submission from that form will automatically include attribution data, giving you a clear view of how visitors are reaching your site.

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Add > search 'Formidable' > select 'Formidable Forms'
In the WordPress editor, insert the Fluent Forms block into your page.

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Select your Madlitics-enabled form from the dropdown menu.

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Preview the page to confirm your form appears, then click Publish to go live.

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Step 4: Test

Test your form by visiting your site, using a url with unique utm parameters. Captured attribution data will populate in your Fluent Forms entries page which can then be passed to CRMs, Intelligence tools, etc. for advanced reporting.

Captured data will display within Fluent Forms, within Entries.

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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. Add UTM parameters to all inbound links

Any marketing effort that drives traffic — whether it’s a paid ad, an email campaign, or an organic post — should have properly structured URLs that clearly define the visitor’s origin. Setting it up is a straightforward process that starts with ensuring all inbound links include UTM parameters.
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A LinkedIn campaign, for example, might link to:
‍https://yoursite.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=q1_promo

Screenshot of a form builder interface with a highlighted 'Hidden Input' field. Accompanied by text explaining how to install and set up Madlitics by adding hidden fields to capture marketing attribution data.

2. Add hidden fields

Once you’ve added UTM tracking to your inbound links, the next step is to install Madlitics on your site and update your Framer Forms to include hidden fields that will store attribution data when a visitor submits a form automatically. Hidden fields to include:

• Channel (e.g., Paid Search, Organic Social, Direct)
• Segment 1 (Platform name: Google, LinkedIn, Twitter)
• Segment 2 (Campaign name)
• Segment 3 (Ad group, offer name, or post type)
• Segment 4 (Creative type or ad variation)
• Landing page/group (Tracking & first-touch attribution)

3. Utilize attribution data

With the setup complete, every form submission in Framer now carries full attribution data, ensuring accurate insights into where leads originate. Pass this data to your CRM, analytics tools, or marketing automation platforms to track performance, refine campaigns, and optimize marketing efforts with precision.

With Madlitics now activated and your forms ready to accept marketing attribution data, you can start tracking valuable insights immediately, and pass attribution data into your CRM, email marketing platform, business intelligence tool or more for advanced reporting.

Put attribution data to work

Sync, analyze, and automate — turn insights into action.

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.

Visualizing your marketing impact

See how attribution data translates into actionable insights.

Leads by channel
See how different marketing channels contribute to lead generation over time. Understand which ones drive the most traffic and whether your marketing mix is balanced. Shift your budget toward the highest-performing channels to maximize results.

Stacked bar chart illustrating lead volume across different marketing campaigns, including Black Friday, Retargeted, Spring Promo, Referral, and SEO. Highlights trends in campaign effectiveness.

Leads by campaign
Track inbound leads across all campaigns, whether or not they have UTM parameters. Ensure every lead is categorized correctly, including Organic and Referral traffic. Use this insight to refine messaging, targeting, and budget allocation for better performance.

Conversion rate by channel
See which channels convert leads into paying customers. Some bring buyers, while others generate unqualified leads. Focus your budget on what drives revenue.

Revenue by campaign
Focus your budget on campaigns that drive revenue, not just leads. Identify top performers and optimize underperforming efforts to maximize profitability.

Everything you need for reliable lead attribution

Accurate, persistent, and automated tracking — so your campaigns perform at their best.

Outperforms basic UTM tracking
Madlitics captures, categorizes, and persists attribution data across sessions, giving you a complete, structured view of what’s working in your marketing. Say goodbye to losing attribution when users navigate your site, struggling with formatting inconsistencies, and ingored non-UTM traffic.

Capture all traffic
Madlitics categorizes all inbound leads — whether they have UTM parameters or not — so every conversion is accounted for, and you won't miss out on Organic Search, Organic Social, and Referral traffic.

Attribution across pages and sessions
A LinkedIn ad click should be attributed correctly—even if the visitor signs up on a different page later. If someone clicks an ad, browses multiple pages, then submits a form later, Madlitics persists attribution data across sessions, ensuring your reports reflect true performance.

Cleaner, more reliable data
Duplicate UTMs and inconsistent formatting break reports and mislead teams. Madlitics cleans and organizes attribution data before sending it to your CRM, giving you accurate insights.

See which content converts
Attribution isn’t just about where visitors came from—it’s about what convinced them to convert. By capturing landing page data alongside UTM parameters, Madlitics shows you which blog posts, case studies, or pricing pages drive the most revenue, helping you scale content that works.

Transform form submissions into actionable insights
Madlitics connects marketing touchpoints to lead generation, ensuring every form submission is fully attributed — optimize ad spend by identifying high-ROI channels, refine messaging based on what content drives engagement, make data-driven decisions with clean, structured reports, and more.