How to integrate Madlitics with Formstack | Capture marketing attribution data

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Integrating Madlitics with Formstack

How to update Formstack to dynamically capture marketing attribution data.

Formstack is a versatile online form builder that makes it easy to capture and manage information, whether you’re running simple lead forms or building out more advanced workflows. With its drag-and-drop editor, you can spin up forms in minutes, customize them to your process, and connect them directly into the tools your team already uses.

By pairing Formstack with Madlitics, every submission you collect is automatically enriched with attribution data — including the marketing channel, campaign, and landing page that brought your lead in. That means you get the full story behind each form submission without adding extra steps for your visitors.

In this guide, we’ll walk through creating a new form in Formstack, adding Madlitics fields, and publishing it so you can start capturing clean, first-party attribution data right away.

💆 Heads-up: Make sure Madlitics is installed on the site where this Formstack form lives. The form alone won’t capture attribution data — Madlitics needs to be running on the page to pass visitor details into your submissions. Installing Madlitics ->

Step 1: Create a form to capture attribution data

With Formstack, starting fresh is simple. From your dashboard, click Create Form to kick off the setup process. You’ll be prompted to choose what kind of form you’d like to build — stick with the standard Form option to capture leads and attribution data.

Next, give your form a name and customize the URL if needed. This helps keep things organized, especially if you’re setting up multiple forms for different campaigns.

Finally, decide how you’d like to build: you can start with a blank form for total control or use one of Formstack’s templates to save time. Either approach works perfectly with Madlitics once we add the attribution fields in the next steps.

From the dashboard, click **Create Form** to start building.

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Select **Form** as the type you want to create.

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Enter your form name and adjust the URL if needed. For the demo we'll choose to start from scratch.

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Step 2: Build your form and add Madlitics fields

Start building your form in Formstack the same way you normally would. Add the fields you need — like Name, Email, or Dropdowns — to capture your lead details.

Next, add the Madlitics fields. To do this, drag a Short Answer field into your form. In the settings panel, update the Field Label to match the target Madlitics Field (for example, channel). Check the box to make the field Hidden so it won’t appear to site visitors. Finally, set the Default Value under Field-Specific to the same target Madlitics Field default value(e.g., [channel]).

Repeat this process for all seven (7) Madlitics Fields: Channel, Segment 1–4, Landing Page, and Landing Page Group. Once these are in place, every form submission will automatically include both your lead information and the attribution data from Madlitics. Configure additional Madlitics field value pairs for deeper customization and richer insights.
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Madlitics Field 1

Marketing channel
Field label: channel
Default value: [channel]‍

Madlitics Field 2

Segment 1:
Field label: segment1
Default value: [segment1]
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Madlitics Field 3

Segment 2:
Field label: segment2
Default value: [segment2]
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Madlitics Field 4

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

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

‍Landing page:
Field label: lp
Default value: [lp]
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Madlitics Field 7

Landing page group:
Field label: lpg
Default value: [lpg]

Drag fields like Name or Email into your form to get started.

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Add a Short Answer field to create your first Madlitics field.

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Select the Short Answer (or click the pencil icon) customize the Short Answer properties.

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Set the Field Label to channel, mark the field Hidden, and enter [channel] as the default value in the Field-Specific options.

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Repeat for the six remaining Madlitics fields to complete the setup.

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Step 3: Embed your Formstack form

Once your form is ready, it’s time to embed it on your site so Madlitics can capture attribution data. Formstack gives you a few embed options on the Share tab — we recommend using JavaScript for the smoothest experience. If you prefer, you can also choose Lightbox, which displays the form in a popup window. Both work with Madlitics — it just depends on how you want the form to appear on your site.

Copy the embed code from your chosen method and paste it into your website. After publishing, your form will be live and ready to capture Madlitics data with every submission.

Choose the JavaScript embed code to place your form directly on the page.

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Or select Lightbox embed code to display your form in a popup.

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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 Elementor submission page which can then be passed to CRMs, Intelligence tools, etc. for advanced reporting.

Captured data will display within Formstack, within the form Submissions

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.