Getting started
What does Madlitics do?
Turning website visits into actionable marketing insights
Start capturing attribution →
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.
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.
1. Visitor arrives. The moment someone lands on your site, Madlitics detects any UTM parameters, referrer data, and channel signals. It classifies the visit into the appropriate channel and stores the attribution data in a first-party cookie that persists for up to 365 days.
2. Visitor browsing. If the visitor navigates between pages, leaves the site, returns later, or even switches devices on the same browser, the attribution data stays intact. Most tools lose this the moment a session ends. Madlitics doesn't.
3. Visitor submits a form. When a form is submitted (a contact form, demo request, quote form, newsletter signup, or anything else) Madlitics reads the stored attribution data and silently populates a set of hidden fields in that form with the full marketing history.
4. Data flows into your tools. Because the attribution arrives as standard form fields, it travels into your CRM, email platform, or database alongside the rest of the submission. No API calls, no webhooks to configure, no third-party integrations to maintain. It just works with whatever you're already using.
5. You report with confidence. Inside your CRM or analytics tool, every lead now carries attribution data you can filter, segment, and report on. Which campaign generated the most qualified leads last month? Which channel has the lowest cost per customer? Which landing page converts best for paid traffic? These questions now have answers.
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
