Getting started
What does Madlitics do?
Turning website visits into actionable marketing insights
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Madlitics connects the dots between your marketing and your CRM. It automatically tracks, categorizes, and enriches every form submission with attribution data from 18 distinct channels — giving you a complete view of where your leads and customers actually come from.
Most marketing tools tell you what happened after the click. Madlitics tells you what caused it.
When a lead fills out a form on your website, your CRM typically records the submission — but not the full story behind it. Did they find you through a paid search ad three weeks ago? A TikTok campaign last Tuesday? An organic Google search this morning? Without that context, you're left guessing what to fund next.
Madlitics closes that gap. It's a lightweight attribution layer that sits between your website and your existing forms and CRM, silently collecting, cleaning, and connecting marketing data so that every lead arrives with its full history attached.
Here's what typically happens without Madlitics:
A visitor clicks a Facebook ad, browses your site, leaves, returns via a Google search two days later, and finally submits a contact form. Your CRM records the lead as "Direct" — because the UTM parameters from that first click were lost the moment they navigated away. Your Facebook campaign gets no credit. Your budget decisions are made on bad data.
Madlitics stores the first-touch attribution in a first-party cookie the moment a visitor arrives. When that same visitor submits a form days later, Madlitics automatically appends the original source — channel, campaign, landing page, and more — directly into the form submission. No manual work. No data loss. No "Direct / Unknown" black holes.
An attribution layer on top of your current tools, capturing and standardizing source data so your CRM and reports stay in sync.
Register for a Madlitics account, then install the Madlitics code snippet in the <head> of your website to start capturing attribution on every visit and lead automatically, using our setup guides for WordPress, Webflow, and other supported platforms.
Add Madlitics fields using your form builder, and captured marketing data will pass through automatically behind the scenes, across unlimited forms. Connect popular form builders like Hubspot, Gravity Forms, Typeform, and more with step‑by‑step guides or the YouTube channel.
When a visitor submits a form, Madlitics automatically writes the marketing channel classification, visitor source, campaign details, and landing page data to the submission, where it syncs to your CRM and marketing tools.
Madlitics sends complete attribution fields straight into the tools you already rely on, analytic tools, CRMs, workflow automations, and more. Your existing dashboards and reports segment results by channel, campaign, and source without extra data wrangling or manual matching.
Every form submission enriched by Madlitics includes:
Channel — where the visitor came from, classified across 18 distinct marketing channels including paid search, organic search, paid social, organic social, video, shopping, email, SMS, referral, AI-generated traffic, and more.
Campaign and ad data — the specific UTM campaign, source, medium, content, and term values associated with the visit, cleaned and normalized so your reports stay consistent.
Landing page — the first page a visitor saw on your site, which often tells you more about their intent than the channel alone.
Referrer — the specific website or URL that sent the visitor, including organic referrals that don't carry UTM tags.
All of this flows directly into your existing forms as hidden fields, which means it lands automatically in your CRM, marketing automation tool, or spreadsheet — wherever your form data goes today.
Madlitics isn’t a replacement for Google Analytics, your CRM, or your ad dashboards — and that’s by design. It doesn't store your lead data, all of that lives in your existing tools, exactly where you'd expect it.
Instead, it fills the missing link between “a visitor arrived” and “a lead was created.” That’s where most marketing attribution breaks down, and where Madlitics brings clarity to what actually drives conversions.
It's also not dependent on third-party cookies, ad platform pixels, or browser extensions. Because it uses first-party cookies and form enrichment, it works reliably across all major browsers — including Safari with ITP restrictions — and doesn't require any changes to your ad accounts or tracking setups.
Madlitics is particularly valuable if you:
It's equally useful for in-house marketing teams and agencies managing attribution across multiple client sites.
Installation takes minutes. You'll need:
<head> (similar to adding Google Analytics or Meta Pixel)That's it. There's no complex configuration, no data mapping exercise, and no waiting period. As soon as the snippet is live and forms are configured, attribution data starts flowing on the very next submission.
Madlitics turns your website into a reliable source of truth for marketing attribution. Instead of guessing which channels drive customers, you’ll have accurate, automatic data flowing straight into your CRM — every time a form is submitted. With clear visibility into which campaigns and platforms actually convert, your marketing becomes smarter, leaner, and easier to scale.
You’re now ready to take the next step: Install Madlitics and start capturing attribution data on your next lead.
Answers to your top questions about our platform
