How to integrate Madlitics with Jotform | Capture marketing attribution data

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Integrating Madlitics with Jotform

How to update Jotform to dynamically capture marketing attribution data.

Jotform is one of the fastest ways to create powerful, customizable forms—no coding required. Its drag-and-drop builder, rich templates, and flexible publishing options make it a favorite for teams who need to launch forms quickly.

By pairing Jotform 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 Jotform, 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 Jotform lives. The form alone won’t capture attribution data — Madlitics needs to be running on the page to pass lead data into your submissions. Installing Madilitics ->

Step 1: Register for a free Jotform account

Jotform is an online form builder that lets you create and share lead-capture forms without installing any plugins or writing code. To get started, visit the Jotform website and click “Sign Up”. You can register using your email address or quickly sign up with Google.

Jotform’s free Starter plan includes everything you need to begin collecting customer leads — so you can start building right away without any upfront cost.

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Go to the Jotform website and sign up for a free account using your email or Google account.

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Once you’ve created your account, click **"+ Create"** in the dashboard to start building your first form.

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Step 2: Create a form to capture attribution data

Now that you’ve opened the form-creation flow in Jotform, choose how you’d like to build your form. You can start from scratch for a completely blank canvas or use a template to save time with pre-built layouts. Pick the Classic Form layout so all questions appear on a single page—this layout works best with Madlitics hidden fields and keeps the experience simple for visitors.

If you’re working with a form you’ve already created, just open it from your My Forms list and click Edit Form to prepare it for adding Madlitics hidden fields.

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Choose Form to create a standard online form for capturing leads

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Pick how to begin—select Start from Scratch for a blank form or Use Template to get started with a pre-made design.

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Select **Classic Form** so all questions appear on a single page.

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Step 3: Add Madlitics fields, update labels and default field values

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.

In Jotform, these are created using the short text fields component so they stay invisible to visitors but still collect data behind the scenes. From the Form Elements panel, drag a short test field onto your form and place it just above the Submit button. Then open the field’s Properties › General settings to define the Field Label as channel. Open the field’s Properties › Advanced settings to define Default Value as [channel] and set the option for Hide Field to 'On'.

Repeat this process for the remaining six (6) Madlitics fields. Once you’ve got all seven 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.
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Madlitics Field 1

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

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Madlitics Field 2

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

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

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

‍Segment 4:
Field label: segment4
Default value: [channel]
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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]

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Open your form in Jotform’s builder and click '**Add Element'** to access available field types.

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Build your form as usual, then add a **Short Text** field just above the Submit button, for Madlitics to capture attribution data.

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Within Properties › General, set the Field Label to channel,

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Within Properties › Advanced, set the Default Value to [channel], and set the **Hide Field** option to 'On'.

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Repeat this process for the 6 remaining hidden fields, and save the form to begin collecting customer lead data.

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Step 4: Add the form to a page (or post)

After you’ve finished building the form, the next step is to embed it on your site so Madlitics can record attribution data whenever someone submits it. In Jotform, go to Publish › Embed to see the embed options. Madlitics works with all three: use Source Code if you want complete control of the form’s HTML and scripts, pick Lightbox if you’d like the form to open in a pop-up when visitors click a button or link, or choose iFrame to display the form directly on the page without altering your site’s code. Any of these methods will work perfectly with Madlitics Fields.

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Go to **Publish › Embed** for the form embed options — Source code, Lightbox, iFrame.

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Copy the **Source Code** to paste the full form HTML and scripts directly into your site for maximum customization.

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Use the **Lightbox** option to display the form in a pop-up that appears when visitors click a button or link. Copy the code and paste it into your site.

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Choose the **iFrame** option to embed the form securely within your page without affecting existing site code. If you use the **iFrame** embed, add the parameter data-madlitics-iframe at the start of the embed code so Madlitics can capture attribution data.

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Note: To enable Madlitics attribution, you’ll need to modify the embed snippet by adding the parameter data-madlitics-iframe at the start of the <iframe> tag. For example: <iframe id="JotFormIFrame-xxx" title="..." turns into <iframe data-madlitics-iframe id="JotFormIFrame-xxx" title="..." Adding this parameter tells Madlitics to read attribution data from the form, ensuring submissions are properly tracked.

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Step 5: Test and publish

Test your form by visiting your site, using a url with unique utm parameters. The captured attribution data will appear in your NinjaForms submission page, showing details like channel, campaign, and landing page. Once confirmed, this data will seamlessly pass into your connected tools — like your CRM or analytics platform — giving you full visibility for reporting and optimization.

To view your customer attribution data, navigate to the 'Entries' submenu item and select the form to see the submission details.

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, 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.