How to install Madlitics on your website for accurate attribution

Getting started

Installing Madlitics on your website

A guide to adding Madlitics to your website for accurate marketing attribution

Madlitics makes it simple to track how visitors arrive at your site and tie every lead back to the right channel or campaign. By adding a small code snippet and a few extra fields to your forms, you’ll unlock clean attribution data that flows directly into your CRM and reports — no heavy setup required.

Prerequisite: Before you can install Madlitics, you’ll need to create a Madlitics account. Registration unlocks your dashboard, and copy the code snippet that powers attribution. This step only takes a minute and ensures you have everything ready before moving on to the platform-specific setup.

Step 1. Create your account
Sign up for a free trial on the Madlitics website to get started. Creating an account unlocks your dashboard, where you’ll manage your sites, view analytics, and access the code snippet you’ll need to install.

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Start by signing up for a free Madlitics trial to begin capturing attribution data.

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Fill out the registration form to create your account and unlock your dashboard

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Step 2: Access your installation snippet
Once you’ve registered and logged in, you’ll land in your dashboard’s Get Started section. Here, you’ll find your unique Madlitics installation snippet, which is required to enable tracking on your site.

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Locate your unique installation snippet in the dashboard under Get Started › Step 1 › Copy Code Snippet.

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Step 3: Add the Snippet to Your Website
Paste the Madlitics code snippet right after the <head> tag on every page of your site — (ideally) before any other scripts. This ensures visitor data is captured immediately, even if someone leaves the page early. Be sure the script is included on all pages, including standalone landing pages and those with forms, so Madlitics can track the full visitor journey.
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Paste the Madlitics code into the `<head>` tag of your site — follow the platform-specific instructions to install the code snippet.

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Step 4: Update forms to capture marketing data
Update your forms with additional fields that capture how visitors found your site and what brought them there. Once collected, this data can be sent to your CRM or marketing tools to give you an even clearer picture of which channels are driving leads, customers, and revenue.
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Update your lead-capture forms with the seven Madlitics Fields so attribution data is automatically stored with each submission — follow the integration guides to update platform-specific forms.

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4: Test your implementation
Once you’ve deployed your changes, check that the script is active. Visit your site in a browser, right-click anywhere on the page, and select Inspect. (Or hit Cmd + Option + I on Mac or Ctrl + Shift + I on Windows.) Go to the Elements tab and scroll up to the <head> section. If your Madlitics script is there — you’re good to go. Submit a test lead through your form setup to ensure the Madlitics fields are passing into the submission record.

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Confirm Madlitics code snippet is appearing in head tag.

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Submit a test form entry — confirm that Madlitics fields appear in your submission.

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4: Upgrade your plan
Madlitics starts with a free 14-day trial so you can see attribution in action. When you’re ready to scale, upgrade to a paid plan to unlock higher lead limits, support for multiple domains, and see which campaigns are driving revenue!

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Capture more leads, support across more domains, with paid plans.

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.

Related articles and further information

Installing Madlitics
Integrating Madlitics with forms
Testing Madlitics configuration
‍Sending data to marketing tools

Madlitics marketing channels
Madlitics marketing segments
‍UTM parameter best practices

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.

Installing Madlitics on your website

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