How Madlitics stores attribution data over time

When a visitor lands on your website, Madlitics immediately analyzes where they came from—whether it’s an ad, a search result, or a social media link. This information, along with any UTM parameters attached to the URL, is stored in a cookie within the visitor’s browser. These cookies help ensure that when the visitor later fills out a form, Madlitics can pass the correct attribution data into your CRM or form tool.

But what happens after that initial visit? If the visitor doesn’t convert right away and instead returns days, weeks, or even months later, how does Madlitics know where they originally came from? That’s where cookie expiry time comes in.

How long does madlitics store visitor data?
By default, Madlitics sets its cookies to expire after 365 days. That means when a visitor first arrives on your site, their original source (like "Paid Search," "Organic Social," or "Email") will remain stored in their browser for an entire year. If that visitor returns within that timeframe and submits a form, Madlitics will still use the data from their first visit.

This ensures that even if a lead takes months to convert, your attribution remains accurate. No matter how many times they come back, the data from their first visit will persist—unless they clear their cookies or use a different device.

Why first-touch attribution matters
Madlitics relies on first-touch attribution, meaning it tracks and attributes leads based on the very first way they discovered your site. This helps businesses understand which marketing efforts are truly responsible for bringing in new prospects. If cookies expired too quickly, businesses would risk losing valuable attribution data for long sales cycles.

For example, if someone clicks on a LinkedIn ad today but doesn’t fill out a form until six months later, Madlitics will still recognize that their first interaction came from Paid Social — not from a direct visit or an unrelated marketing effort.

Can I customize the cookie expiry period?
While the default expiration period is set to 365 days, we understand that different businesses have different needs. If you’d like to adjust the cookie lifespan — whether to shorten it for compliance reasons or extend it to track long-term sales cycles — just let us know.

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.

Madlitics is designed to give you accurate, long-term attribution so you can confidently track where your leads are coming from. With a default cookie expiry of one year, you won’t lose valuable data, even if leads take months to convert. And if you ever need to customize how long Madlitics stores visitor data, we’re happy to help.

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.

Madlitics cookie lifespan

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