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Integrating Madlitics with Typeform

How to add Madlitics to your Typeform forms and collect customer lead data.

Typeform is a popular online form builder known for its clean, conversational style and easy-to-use interface. It runs entirely in the cloud, so there’s nothing to install on your site — just create your form in Typeform and embed it wherever you need. Whether you’re running surveys, quizzes, or lead-capture forms, Typeform keeps the experience engaging for your visitors.

When paired with Madlitics, every Typeform submission can carry detailed attribution data — including marketing channel, campaign, and landing page — so you always know where your leads are coming from and which efforts are working.

In this guide, we’ll walk through connecting Typeform with Madlitics, embedding your form, and making sure attribution data flows directly into your submissions.

💆 Heads-up: Make sure Madlitics is installed on the site where this Tyepform 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 Madlitics ->

Step 1: Create a new form

To get started, log in to your Typeform dashboard or create a free account if you don’t already have one. From there, you’ll build your form just like you normally would — whether that’s a simple contact form, a survey, or something more advanced. Typeform gives you flexibility to start completely from scratch, import existing questions, or even use AI to generate your form.

Once you’ve created the form, you can add any fields you need for your process. Madlitics will work seamlessly in the background once we add the Madlitics logic in the next step.

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Select 'Start from scratch' as the way to build the form.

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Add form elements like text, multiple choice, or contact fields to structure your form.

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Step 2: Madlitics logic

With your form structure in place, the next step is to link it with Madlitics so attribution data flows in automatically. Typeform makes this easy through its Workflow editor, where you can pull in URL parameters and map them directly to fields inside your form.

Access Workflow tab at the top of the page. Inside Pull Data In component > '+', to add URL parameters. Within Custom URL Parameters > + Add new parameter. Name the parameter 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.

Madlitics Field 1

Marketing Channel
Parameter: channel

Madlitics Field 2

Segment 1
Parameter: segment1

Madlitics Field 3

Segment 2
Parameter: segment2

Madlitics Field 4

Segment 3
Parameter: segment3

Madlitics Field 5

Segment 4
Parameter: segment4

Madlitics Field 6

Landing Page
Parameter: lp

Madlitics Field 7

Landing Page Group
Parameter: lpg

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Update the parameter to match the Madlitics field values (listed above).

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

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Step 3: Typeform embed code

Once your form is ready and the Madlitics fields are mapped, the next step is to grab the embed code so you can publish the form on your site.

Start by clicking the Share tab in Typeform. From here, choose the option to Embed on your website. On the Share page, select Embed in a web page. You’ll see the embed settings panel open up. The Design tab lets you choose between different embed modes — like standard, popup, or full page — so you can decide how the form should appear on your site. Switch over to the Advanced tab and you’ll see the Madlitics field parameters listed out. This ensures all the attribution values — channel, campaign, landing page, and more — will pass through automatically with each submission.

When you’re ready, click Start embedding. Typeform will generate the embed code you need to paste into your website, completing the setup.

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Pick your preferred embed mode under **Design**.

Review Madlitics field parameters in the **Advanced** tab. Click **Start embedding** to generate the code.

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Step 4: Add Madlitics data parameter

Once you’ve copied the embed code from Typeform, the final step is to make sure Madlitics is enabled. No matter which embed style you choose, Typeform will generate the same code, and you’ll paste it into your site as usual.

Before you save, update the embed code to include the Madlitics data parameter: data-madlitics-tf="true". This attribute tells Madlitics to recognize and populate marketing data for Typeform to include in any form submissions. Add it directly inside the <div> tag that Typeform gives you, right before data-tf-live or any other attributes already present.

After making this small adjustment, save your changes, publish the page where your form lives, and run a quick test submission. If everything is set up correctly, Typeform will now track attribution data with every form entry.

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Copy the Typeform embed code from the Embed your Typeform window.

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Paste the embed code into your site (ex. shown in code editor).

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Add data-madlitics-tf="true" inside the <div> tag, just before data-tf-live.

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Step 5: Test

Once your fields are in place, publish your site so everything goes live. Open the published page, fill out the form yourself, and check the submission in your Typeform dashboard. You will see attribution data like channel, campaign, and landing page captured alongside the lead details. That’s your confirmation that Madlitics is up and running.

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Marketing attribution data will begin displaying alongside your leads in the Responses tab

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 Typeform and Madlitics working together, every response your form collects is enriched with attribution data. That means you’ll always know which channels and campaigns are driving leads — without extra setup or guesswork. From first click to form submission, Madlitics ensures your marketing insights flow seamlessly into the tools your team already uses.

If you’d like a hand getting everything live or want to confirm your setup is working correctly, our team is here to help. Reach out anytime and we’ll guide you through it.

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.