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Setting up Ninja Forms for Marketing Attribution and UTM Tracking
Step-by-step setup to add Madlitics fields to Ninja Forms so every response includes channel, campaign, and landing page attribution.
Start capturing attribution →
Ninja Forms is a flexible and user-friendly WordPress form builder designed for marketers and teams who want to create high-quality lead and conversion forms without friction. Known for its intuitive drag-and-drop builder and extensibility, it’s a great option for businesses of all sizes. With its visual form editor, you can quickly build conversion-focused forms that integrate seamlessly with Madlitics. By adding Madlitics fields, every submission is enriched with valuable attribution data such as channel, campaign, and landing page, so you can clearly see which marketing efforts are generating real results.
In this guide, we’ll show you how to install Madlitics, set up Ninja Forms, and configure your forms to capture and submit attribution data, including UTM parameters, alongside your lead and customer information.
💆 Heads-up: Make sure Madlitics is installed on the site where this Ninja Form 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.
Get started by installing the Ninja Forms plugin to your Wordpress environment. Select Plugins from the sidebar menu and either click the 'Add Plugin' button from the page or select the 'Add plugin' dropdown menu item. Search for 'Ninja Forms' via the Search Plugins textfield input. Once the plugin has been found, install it. Once installed the plugin must be activated by clicking the 'Activate' button.
Plugins > Add Plugin > Search 'Ninja Forms' > Install > Activate
Navigate to Ninja Forms from your sidebar menu in Wordpress. Create a new form via the Dashboard screen by click the "Add New" button (also accessible via the "Add New" submenu option under dashboard). Select the type of form you would like to us to capture attribution data.
Working with a previously created form? Select your form, then click the settings gear(⚙️) > 'Edit' to open the form editor.
Add new > Select form template
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.
Place a hidden field in your form to store attribution data from Madlitics. Select the field to access the field properties. Within the field properties panel define the Field Label channel and Default Value [channel].
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.
Marketing Channel Category
Categorizes the visit’s marketing channel based on multiple signals, including traffic type, referring domain, and known platforms.
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.
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.
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.
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.
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.
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.
Label: lpg
Default value: [lpg]
[channel] based on the Madlitic Fields' settings above.
Select the page (or post) you want to begin capturing marketing data on, with the newly created form. In the page editor, select 'Add Block', search for Ninja Forms and click the Ninja Forms block component. Select the the name of the form, that includes the hidden fields, from the Select Form dropdown to embed it on the page.
Repeat these full instructions, on any number of pages, posts and forms across your site to capture marketing attribution data — any way you need.
Add block > Search 'Ninja Forms' > Select Ninja Forms > Select form
From there, publish your page and run a quick test by submitting the form yourself. The captured attribution data will appear in your Ninja Forms 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.
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.
Answers to common questions about setting up tracking with Madlitics and Ninja Forms
