Why should marketers choose Madlitics for FormAssembly instead of relying solely on FormAssembly's own tracking?

FormAssembly records what someone submitted, but not how they found you. Madlitics adds the source, channel, campaign, and landing page to every submission. You can see which marketing efforts produced each lead without leaving your form data.

How does Madlitics capture attribution with FormAssembly?

You add the Madlitics script to your website and add Madlitics fields to your FormAssembly form. Madlitics records where each visitor came from. When they submit, it fills the fields, and the values are saved with the response.

What common problems occur when using FormAssembly without Madlitics?

Leads often come in with no source, or with only the source of the last page the visitor viewed. UTM parameters are lost when visitors click through several pages before filling out the form. Prefilling hidden fields through URL parameters means setting up every link and form by hand. Your analytics tool and your CRM then report different sources for the same lead.

How does Madlitics solve the problem of inconsistent attribution in FormAssembly?

Madlitics captures attribution when the visitor first arrives and classifies channels with the same rules every time. A lead from Google Ads is labeled the same way on every form and every page. You don't have to rebuild tracking for each new form, and your reports stay consistent.

How does Madlitics attribution flow from FormAssembly into my CRM?

The Madlitics fields are ordinary input fields on your form, so you map them in your FormAssembly connector like any other field. Create matching fields in your CRM, such as Salesforce, and map each Madlitics field to its counterpart. Each new lead then arrives with its source, campaign, and landing page already filled in.

Does Madlitics interfere with FormAssembly's built-in reporting or notifications?

No. Madlitics only fills in additional hidden fields, so your existing form logic, connectors, and notifications work as before. The attribution values show up as extra data on each response, and you can add them to notification emails if you want. Visitors see no change to your form.

Support

Set up FormAssembly to capture UTM parameters and marketing attribution

Capture channel, campaign, and landing page data into every FormAssembly submission and see where you customers and leads are coming from.

Start a free trial

FormAssembly is one of the fastest ways to create powerful, customizable forms, and you don't need to code. Its drag-and-drop builder, rich templates, and flexible publishing options make it a favorite for teams who need to launch forms quickly.

Madlitics adds the attribution layer, recording where each visitor came from, including source, medium, campaign, and landing page. Every FormAssembly submission arrives with its marketing context, and FormAssembly can pass that data on to your CRM with the rest of the response.

In this article, you'll configure FormAssembly to capture Madlitics attribution data with every submission, to see which channels and campaigns bring in your leads and customers, and send that data to your CRM.

Create new or use an existing form

Step 1: Start with a new form and select your preferred creation method — Blank, template, etc. You can also use an existing form from your Forms List.

‍

Start with a new form or use an existing one

‍

Configure FormAssembly to capture attribution

Step 2: To make sure attribution data comes through with every submission, you’ll need to drop in seven (7) fields powered by Madlitics. These fields work behind the scenes, automatically pulling in details like channel, campaign, and landing page details without adding anything extra for your visitors to fill out.

Begin by adding a 'Hidden Field' to your form.
Update the 'Field Label' = Channel.
Add a 'Default Value' = [channel]
Repeat for all Madlitics fields.

‍

_{Add 'Hidden Field's' to capture attribution data with Madlitics.}

‍

_{Update the 'Field Label' = Channel. Add a 'Default Value' = [channel]}

‍

‍

Default Madlitics fields and values

Channel Category
Categorizes the visit’s marketing channel based on multiple signals, including traffic type, referring domain, and known platforms.
Field label: Channel
Default value: [channel]

Segment 1
Captures the source of the traffic, identifying the specific platform, publisher, or partner that sent the visitor to your site; for paid traffic, this field records the utm_source, for organic traffic the platform, for referrals the referring domain, and for direct traffic no value is captured.
Field label: Segment 1
Default value: [segment1]

Segment 2
Captures the campaign-level details associated with the visit, identifying which campaign, promotion, or initiative led the visitor to your site; for paid traffic, this field records the utm_campaign, for organic traffic the referring domain, and for direct traffic no value is captured.
Field label: Segment 2
Default value: [segment2]

Segment 3
Captures the keyword, creative variation, or content-level detail that influenced the visit, such as a paid search term, specific ad, post type, or format; for paid traffic, this field records the utm_term, for organic traffic the full referring URL when available, and for direct traffic no value is captured.
Field label: Segment 3
Default value: [segment3]

Segment 4
Captures the audience, ad group, or offer associated with the visit, showing how the traffic was segmented within a campaign; for paid traffic, this field records the utm_content, and for organic and direct traffic no value is captured.
Field label: Segment 4
Default value: [segment4]

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

Landing Page Group
Captures the category or logical grouping of the landing page, allowing multiple related entry points to be analyzed under a shared identifier.
Field label: Landing page group
Default value: [lpg]

‍

Additional Madlitics fields configurations available — clickIDs, etc.

Embed the form

Step 4: After you’ve finished building the form, the next step is to embed it on your site so Madlitics can record attribution data whenever someone submits and entry

Go to Publish to see the embed options. Madlitics works with Javascript embeds, publishing on your own site, or using Wordpress

‍

_{Go to Publish for the embed options: Embed Javascript, Publish on your site, or Wordpress.}

‍

Publish and test submission data

Test your form by visiting your site, using a url with unique utm parameters. The captured attribution data will appear in your FormAssembly Responces page, showing details like channel, campaign, and landing page. Data can be seamlessly pass into your connected tools, CRM, analytics platform, etc. giving you full visibility for reporting and optimization.

‍

_{View attribution details along side lead data.}

Don't forget to install Madlitics

Signing up for a Madlitics account is quick, and you can get started collecting attribution data in a matter of minutes.

Head over to Madlitics.com and up for a free trial to get started.
Fill out the registration form to get an account
Locate the Madlitics Code Snippet, on your dashboard
Copy that snippet on your site within the <Head> tag
Publish you site to active Madlitics

‍

‍

‍

_{Copy the snippet, and install it on your site in the <head> section, before the closing </head>}

Getting started

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.

Set up FormAssembly to capture UTM parameters and marketing attribution

Create new or use an existing form

Configure FormAssembly to capture attribution

Default Madlitics fields and values

Embed the form

Publish and test submission data

Don't forget to install Madlitics

Related articles

Frequently Asked Questions

Contact our support team and we'll work together to figure out a solution

Built for real teams. Backed by real results.