Integrate Madlitics with Webflow | Capture real marketing results

Webflow is a modern website builder loved by designers, marketers, and small businesses for its clean design system and visual development interface. With Webflow, you can launch fully custom websites without ever writing code—but when you do need to add custom scripts, like analytics or attribution, it offers simple tools to do just that.

In this guide, we’ll walk you through how to add a custom code snippet—like the one used by Madlitics—to your site’s <head> tag using Webflow’s Custom Code settings. Once installed and published, this snippet will load across all pages of your site, allowing you to capture clean, accurate attribution data from every visitor.

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

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Step 1: Add a form component to your page

Start by opening the Webflow Designer and pulling in a form block. You’ll find it in the Add Elements panel, or just type “form” into the search bar to bring it up right away. Drag the form block onto your page wherever you’d like it to appear—this will be the foundation for capturing lead details along with your Madlitics attribution data.

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Locate the Form Block in the Add Elements panel and drag it onto your page.

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Confirm the form has been added to the page, and the location of the form.

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Step 2: Insert an Embed code above the submit button

With your form in place, it’s time to prepare it for Madlitics. Open the Add Elements panel again and look for Embed Code. Drag it into your form, making sure to place it just above the Submit button. If you’re not sure about positioning, check the Navigator panel on the left—it shows the full form structure and makes it easy to confirm the embed sits neatly above Submit.

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Locate the Code Embed in the Add Elements panel and drag it onto your page.

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Place the Embed Code component inside your form, just above the Submit button. Use the Navigator for precision.

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Step 3: Add the Madlitics form fields

Click on the Embed you just added and open the code editor. This is where you’ll paste in the full block of Madlitics fields that handle attribution data for every submission. Drop in the snippet below and save your changes — the fields won’t appear visually in your form, but they’ll quietly capture details like channel, segments, and landing page for each lead. Configure additional Madlitics field value pairs for deeper customization and richer insights.

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Paste the Madlitics Form Fields code block into the Embed editor and save

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<input type="hidden" name="channel" value="[channel]">
<input type="hidden" name="segment1" value="[segment1]">
<input type="hidden" name="segment2" value="[segment2]">
<input type="hidden" name="segment3" value="[segment3]">
<input type="hidden" name="segment4" value="[segment4]">
<input type="hidden" name="lp" value="[lp]">
<input type="hidden" name="lpg" value="[lpg]">

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Step 4: Publish and test your form

Once your fields are in place, publish your site so everything goes live—scripts like Madlitics don’t run in preview mode. Open the published page, fill out the form yourself, and check the submission in your Webflow Forms dashboard. You should 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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Publish your site, submit a test entry, and confirm captured data in the Webflow Forms dashboard.

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.

Webflow makes it easy to launch fully custom sites — and its Forms component is flexible enough to capture rich marketing context. By integrating Madlitics with your Webflow forms, attribution data is collected at submission and passed along with each lead, giving your team clean, first‑party insights in your CRM and sales tools.

If you have any questions or need help getting set up, our team is ready to support you. Reach out, and we’ll walk 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.

Integrating Madlitics with Webflow forms

Step 1: Add a form component to your page

Step 2: Insert an Embed code above the submit button

Step 3: Add the Madlitics form fields

Step 4: Publish and test your form

Contact our support team and we'll work together to figure out a solution

Built for real teams. Backed by real results.