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Guide to Madlitics Fields

Learn how each Madlitics Field works and how to use them to capture richer attribution data in your forms.

Understanding where your leads come from is only half the story — knowing how to structure that information is what unlocks actionable insights. Madlitics uses a flexible set of key-value (KV) parameters to pass attribution data from your website into your forms.

This page outlines all available Madlitics fields. We recommend starting with the default fields, which cover the essential attribution data for most businesses. From there, you can expand with secondary fields to capture deeper insights and customize reporting based on your marketing strategy.

Default Madlitics fields

Every form needs a set of core Madlitics fields to capture attribution data. These fields run quietly in the background, collecting details like the marketing channel, source, and landing page—without adding any extra steps for your visitors.

When you’re building your form, drag in Hidden Fields for each Madlitics parameter. In the field settings, set the label and default value so they match the correct Madlitics field. For example, to configure the channel field, set the label to channel and the default value to [channel].

Repeat this process for all seven default fields. Once they’re in place, your forms will automatically include attribution data in every submission, giving you a clean and consistent dataset inside your CRM.

Madlitics field: Example
Field Description
Field label/name: value
Default value: [value]

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Madlitics Field: Channel
Captures the high-level marketing channel that drove the visitor to your site, such as Paid Search, Organic Social, or Direct.
Field label: channel
Default value: [channel]

Madlitics Field: Segment 1
Captures the source of the traffic, identifying the specific platform, publisher, or partner that sent the visitor to your site.
Field label: segment1
Default value: [segment1]

Madlitics Field: Segment 2
Captures the campaign-level detail associated with the visit, recording which campaign, promotion, or initiative led the visitor to your site.
Field label: segment2
Default value: [segment2]

Madlitics Field: Segment 3
Captures the audience, ad group, or offer tied to the visit, showing how the traffic was segmented within a campaign.
Field label: segment3
Default value: [segment3]

Madlitics Field: Segment 4
Captures the creative variation or content asset that influenced the visit, such as a specific ad, post type, or format.
Field label: segment3
Default value: [segment3]

Madlitics Field: Landing page
Captures the exact page where the visitor first entered your site, storing the original entry point of their session.
Field label: lp
Default value: [lp]

Madlitics Field: Landing page group
Captures the group or category of the landing page, allowing related entry points to be recorded under a shared identifier.
Field label: lpg
Default value: [lpg]

Secondary Fields

Once you’ve set up the core Madlitics fields, you can layer on additional fields to capture more detailed attribution data. These secondary fields aren’t required, but they’re helpful if you want to track things like creative variations, platform-specific click IDs, or custom campaign identifiers. If you’d like to capture Google Ads click IDs, add a field with the label gclid and default value [gclid].

Use these fields selectively—only add what you’ll actually use in reporting. The goal is to enrich your CRM with meaningful data, not overwhelm it with details you don’t plan to analyze.
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Madlitics Field: Segment 5
Captures the unique campaign identifier provided by advertising platforms, using values from utm_id to consistently tie the visit back to a specific campaign across systems.
Field label: segment5
Default value: [segment5]

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Supported Click ID Fields

Madlitics Field: gclid
Captures the unique Google Ads Click Identifier, recording each click generated from a Google Ads campaign.
Field label: gclid
Default value: [gclid]

Madlitics Field: gbraid
Captures the Google Ads identifier used for app and cross-browser tracking, storing clicks in environments where cookies may be restricted.
Field label: gbraid
Default value: [gbraid]

Madlitics Field: wbraid
Captures the Google Ads identifier for web-to-app or cross-device journeys, storing clicks in a privacy-compliant format.
Field label: wbraid
Default value: [wbraid]

Madlitics Field: msclkid
Captures the Microsoft Ads Click Identifier, recording click-level data for ads served through Bing and other Microsoft placements.
Field label: msclkid
Default value: [msclkid]

Madlitics Field: fbclid
Captures the Facebook Click Identifier, recording clicks from Facebook and Instagram ads.
Field label: fbclid
Default value: [fbclid]

Madlitics Field: ttclid
Captures the TikTok Click Identifier, recording clicks from TikTok ad placements.
Field label: ttclid
Default value: [ttclid]

Madlitics Field: li_fat_id
Captures the LinkedIn Click Identifier, recording clicks from LinkedIn ad campaigns.
Field label: li_fat_ id
Default value: [i_fat_id]

Madlitics Field: epik
Captures the Pinterest Click Identifier, recording clicks from Pinterest ads.
Field label: epik
Default value: [epik]

Madlitics Field: twclid
Captures the Twitter (X) Click Identifier, recording clicks from Twitter ad placements.
Field label: twclid
Default value: [twclid]

Madlitics Field: scclid
Captures the Snapchat Click Identifier, recording clicks from Snapchat ads.
Field label: scclid
Default value: [scclid]

Madlitics Field: rdt_cid
Captures the Reddit Click Identifier, recording clicks from Reddit ads.
Field label: rdt_cid
Default value: [rdt_cid]

Madlitics Field: vmcid
Captures the Verizon Media Click Identifier, recording clicks from Yahoo/Gemini ad placements.
Field label: vmcid
Default value: [vmcid]

Madlitics Field: dclid
Captures the DoubleClick Identifier, recording click-level data for campaigns served through Google’s Display & Video 360.
Field label: dclid
Default value: [dclid]

Madlitics Field: yclid
Captures the Yellow Pages Click Identifier, recording clicks from YP advertising placements.
Field label: yclid
Default value: [yclid]

Madlitics Field: ymclid
Captures the Yahoo Mail Click Identifier, recording clicks from Yahoo Mail ads.
Field label: ymclid
Default value: [ymclid]

Madlitics Field: yqrid
Captures the Yahoo Query Identifier, recording clicks from Yahoo search or query-based ad placements.
Field label: yqrid
Default value: [yqrid]

Madlitics Field: yzclid
Captures the Yahoo Display Click Identifier, recording clicks from Yahoo display ads.
Field label: yzclid
Default value: [yzclid]

Madlitics Field: click_id
Captures a generic click identifier, recording click data from third-party networks or custom ad platforms that provide their own tracking IDs.
Field label: click_id
Default value: [click_id]

Once your Madlitics fields are set up, every form submission is paired with clean, consistent attribution data. That means you’ll know not just who converted, but exactly how they arrived—whether through a paid ad, a social post, or organic search—and which entry points and campaigns influenced their decision.

Getting attribution right at the form level is a big step toward smarter marketing decisions. From there, Madlitics makes it easy to send this data into your CRM or other tools, so you can analyze performance, optimize campaigns, and confidently invest in what’s working.

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)
CRM interface showing a detailed view of captured attribution data, including marketing channels, segments, and landing pages. A business profile of a lead is displayed, highlighting how Madlitics enriches lead data for sales and marketing teams.
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.
Put attribution data to work
Sync, analyze, and automate — turn insights into action.
Automation icon indicating hands-free marketing attribution and data flow.
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.
Analytics report icon, indicating data insights and reporting.
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.
Impact measurement icon, symbolizing marketing effectiveness.
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.
Personalization icon, representing customization features.
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.
Stacked bar chart showing lead generation by marketing channel over time, comparing sources like Paid Search, Paid Social, Organic Search, Direct, and Email. Helps visualize which channels drive the most traffic.
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.
Line chart displaying lead-to-customer conversion rates by channel, comparing Google Ads, Facebook Ads, LinkedIn Ads, Organic Search, and Email. Shows how different sources drive qualified leads over time.
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.
Line chart showing revenue performance by marketing campaign, comparing Google Ads, Facebook Ads, and LinkedIn Ads. Helps identify top-performing and underperforming campaigns.
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.
Performance icon symbolizing marketing campaign effectiveness and results tracking.
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 icon indicating data collection from various marketing channels and sources.
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.
Routing icon representing the flow of marketing data and attribution pathways.
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.
List icon representing structured marketing data, reports, or campaign breakdowns.
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.
Target icon symbolizing precise audience targeting and marketing campaign focus
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.
Action icon representing campaign execution, optimization, and engagement.
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.
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