Getting started

Sending data to your marketing tools

Keeping attribution data tied to leads in the tools you're already using

After confirming Madlitics has been installed correctly, the next step is ensuring that Madlitics data flows into your CRM and other tools. This allows you to keep attribution data where you need it—alongside lead details in the platforms you already use—so you can analyze marketing performance without jumping between different systems.

By mapping the hidden fields to the appropriate properties in your CRM, every lead’s source, campaign details, and landing page data will be stored alongside their contact information. This means you can run reports, segment leads by marketing source, and optimize your campaigns, all within the tools your team relies on.

Understanding how Madlitics data reaches your CRM
How Madlitics sends data into your CRM depends on the type of form you’re using. If your CRM includes a built-in form tool, like Salesforce Web-to-Lead or HubSpot Forms, Madlitics data flows automatically into the correct contact fields. These platforms are already designed to sync form submissions with CRM records, meaning Madlitics simply adds attribution data to those existing properties — without any extra setup.

If you’re using a third-party form builder, such as Gravity Forms or WPForms, you’ll need to manually map the fields to ensure the data is properly passed through to your CRM. Since these tools don’t inherently link form fields to CRM contact properties, mapping ensures that channel, segment, and landing page data are stored correctly alongside each lead’s contact details.

Regardless of which setup you use, once the fields are mapped, Madlitics ensures that every form submission includes full attribution data, giving you complete visibility into how leads are finding and interacting with your business.

Mapping Madlitics data in CRM-built forms

If you're using your CRM’s native form tool — such as Salesforce Web-to-Lead, HubSpot Forms, or Zoho CRM Forms — the attribution data captured by Madlitics is automatically added to the hidden fields on your form. Once the form is submitted, your CRM processes the submission and passes the data into the corresponding contact properties.

Because these CRM-built form tools are designed to integrate seamlessly with their respective platforms, the fields on the form are already mapped to existing contact properties. This means that as long as the hidden fields were added during form setup, the Madlitics data will be stored in the appropriate location without requiring additional mapping inside your CRM.

This streamlined process allows you to see where leads are coming from, which campaigns influenced them, and how they first arrived at your site, all within the CRM you already use—without any extra configuration after setup.

Mapping Madlitics data in 3rd-party form builders

If you're using a third-party form tool — like Gravity Forms, WPForms, Typeform, or Contact7 — you’ll need to manually map the Madlitics fields to ensure they flow into your CRM correctly.

Unlike native CRM forms, third-party tools don’t automatically connect form fields to CRM contact properties. Instead, you’ll need to:
• Go into your form tool’s settings and find the integration settings for your CRM.
• Match the hidden fields from Madlitics ([channel], [segment1], [landingpagegroup], etc.) to the corresponding properties in your CRM.
• Test the integration by submitting a test form and checking if the data appears correctly in your CRM.

If you’re already sending data from a third-party form builder to your CRM, this step is usually just an update — you’re simply adding new hidden fields to your existing integration.

For platform-specific instructions, refer to your form builder or CRM documentation to see how field mapping works for your tool.

Once your CRM is correctly set up to receive Madlitics data, you’ll gain a complete view of your lead attribution inside the systems your team already relies on. Instead of just seeing a basic list of form submissions, you’ll know exactly where each lead came from, which campaigns influenced their visit, and what content led them to convert.

With full attribution tracking in place, you can analyze marketing performance more effectively, filter leads based on their source, and run detailed reports—all without manually piecing together data from different platforms.

For businesses looking to optimize their marketing strategy, having this level of insight is essential. If you need guidance on setting up Madlitics data mapping in your CRM, refer to your form builder’s documentation or reach out to Madlitics support for assistance.

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.

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.
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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.
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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.
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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.
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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.