How to integrating Madlitics with WPForms | Capture marketing attribution data

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Integrating Madlitics with WPForms

How to update WPForms to dynamically capture marketing attribution data.

Write an Overview here for the installation guide.
Note: Get the WPForms .zip file directly from the Downloads section of your WPForms customer dashboard. Madlitics required access to 'Fancy Fields', available only with an active WPForms license.

💆 Heads-up: Make sure Madlitics is installed on the site where this WPForms 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. Installing Madlitics on Wordpress ->

Step 1: Install and activate the WPForms plugin

WPForms is a commercial WordPress form builder plugin that you must purchase from the WPForms website ↗. After buying a license, download the plugin as a ZIP file and manually upload it to your WordPress site. Select 'Plugins' from the sidebar menu and either click the 'Add Plugin' button from the page or select the 'Add plugin' dropdown menu item. Click the 'Upload Plugin' button, choose the WPForms download zip, and click 'Install Now'.

Once installed the plugin must be activated by clicking the 'Activate' button. Once activated, you'll be redirected to the Plugins page, to register your WPForms license key.

Plugins > Add Plugin > Upload plugin > Activate

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Go to Plugins › Add Plugin › Upload Plugin — upload the WPForms .zip from your customer dashboard’s Downloads section.

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Step 2: Create a form to capture attribution data

Navigate to the WPForms menu item in the Wordpress sidebar. To create a new form click the 'Add New' button or select 'New Form' from the WPForms submenu. Select the form template to use, and fill out the requested form details to get started.

Working with a previously created form? Select an already created form, then click 'Edit' to open the form editor.

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Click on the '+ Add New' button from the All Forms page, or select the 'Add New Form' submenu item.

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Name the form, and select a starting template.

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Step 3: Add hidden 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.

Place a hidden field in your form to store attribution data from Madlitics (located within the 'Fancy Fields' grouping). Select the field to access the Field Options. Within Field Options > General define the Field Label as channel. Within Field Options > Advanced define the Default Value as [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.
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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: [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]

Create forms that fit your process, with any fields you choose — Place a hidden field, above the Submit button, in your form to store attribution data from Madlitics.

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Field Options > General.
Set the field Label to `channel`

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Field Options > Advanced.
Set the 'Default Value' to `[channel]`.

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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)

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 Gravity Forms and click the Gravity 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 'Gravity Forms' > Select Gravity Forms > Select form

Select 'Add Block' > Search for 'WPForms' > Select WPForms' block

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Select the name of the newly created form and Publish to activate.

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Step 5: Test and publish

Test your form by visiting your site, using a url with unique utm parameters. Navigate to the newly published page, and open developer tools. Locate the hidden fields in your form through the code inspector. Madlitics will populate collected data within the value parameter for each channel, segment 1-4, and landing page (lp/lpg), etc. (ie Marketing Channel could return value="Paid Search"). If no parameter or value is captured an empty value="" is returned.

Captured attribution data will populate in your Gravity Forms submission page which can then be passed to CRMs, Intelligence tools, etc. for advanced reporting.

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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.