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Setting up ActiveCampaign to capture UTM parameters and Marketing Attribution
Step-by-step setup to add Madlitics fields to ActiveCampaign so every response includes channel, campaign, and landing page attribution.
ActiveCampaign is a popular platform for email marketing, automation, and CRM. Its built-in form builder allows you to quickly create lead capture forms and embed them on your website.
When you pair ActiveCampaign forms with Madlitics, every submission is automatically enriched with attribution data — including the marketing channel, campaign details, and landing page that brought the lead to your site. This allows your marketing and sales teams to see exactly where leads originate, directly inside your ActiveCampaign records.
In this guide, we’ll walk through creating a new ActiveCampaign form, adding Madlitics fields, and embedding the form so you can begin capturing clean, first-party attribution data.
Heads-up: Madlitics must be installed on the domain where the ActiveCampaign form is published. The form itself does not collect attribution data — Madlitics passes that information into the form.
Before building your form, you’ll first need to create the Madlitics attribution fields inside ActiveCampaign. These fields store the marketing data Madlitics passes into each submission — including the marketing channel, campaign segments, and landing page information.
In your ActiveCampaign dashboard, open the Contacts section and navigate to Fields. This is the field manager where you can create and customize fields used across your contacts and forms.
Click Add Field to create a new field. Enter the Field Name based on the Madlitics attribution fields listed below, and set the Field Type to Hidden Field. Once the field is created, click on the edit icon to open the field customization settings. Here you’ll update the Default Value so it matches the Madlitics field value. This allows Madlitics to automatically populate the field when a form is submitted.
Repeat this process for each of the Madlitics attribution fields so your ActiveCampaign account is ready to capture attribution data with every new contact submission.
Madlitics uses a set of hidden attribution fields to capture the marketing context behind every form submission. These fields are automatically populated when a visitor submits a form on a page where Madlitics is installed. Instead of relying on fragmented analytics reports, the attribution data travels with the lead itself — allowing your CRM to store the marketing channel, campaign details, and landing page associated with each contact.
The seven Madlitics fields below work together to describe how a visitor arrived at your site. Some fields capture high-level channel information, while others record campaign-level details like UTMs, keywords, or creative variations. Additional fields record the landing page where the visitor first entered your site, helping you understand which pages and campaigns generate the most leads. Configure additional Madlitics field value pairs for deeper customization and richer insights.
Once these fields are configured in ActiveCampaign, Madlitics automatically passes attribution values into them when a form is submitted. This ensures every contact record contains consistent, structured marketing data that can be used for reporting, segmentation, and automation.
Marketing Channel
Categorizes the visit’s marketing channel based on multiple signals, including traffic type, referring domain, and known platforms.
Field name: Channel
Type: Hidden Field
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 name: Segment1
Type: Hidden Field
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 name: Segment2
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 name: Segment3
Type: Hidden Field
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 name: Segment4
Type: Hidden Field
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 name: lp
Type: Hidden Field
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 name: lpg
Type: Hidden Field
Default value: [lpg]
Now that the Madlitics attribution fields exist in your ActiveCampaign account, the next step is creating a form that includes those fields.
From the ActiveCampaign dashboard, navigate to Website → Forms. Here you’ll see a list of any forms already in your account along with the option to create a new one.
Create a new form (using AI or start from scrtach) or choose an existing form previously created. For new forms ActiveCampaign will prompt you to configure a few settings such as the title, and form actions.
Once the form is created, the form builder will open. This is where you’ll add the fields that should appear on your form, such as name and email, along with the Madlitics attribution fields you created in the previous step.
On the right side of the builder, scroll down to the Custom Fields section. You’ll see the attribution fields you created earlier — including Channel, Segment 1–4, LP, and LPG. Drag each of the attribution fields created earlier, into your form. Since the fields have been configured as hidden fields, they won’t be visible to visitors filling out the form, but they will still receive the attribution data passed in by Madlitics.
Once all seven attribution fields are added, your form is ready to capture enriched submission data. Click the Integrate button for embed options. Every time someone completes the form, ActiveCampaign will store the attribution context alongside the contact record — making it easy to see which channels, campaigns, and landing pages generate your leads.
With your form configured and the Madlitics attribution fields added, the next step is placing the form on your website so visitors can submit it. Click Integrate in the top-right corner, opening the publishing options where you can choose how the form will appear on your site.
Copy the embed code and paste it into the page where you want the form to appear — such as a landing page, contact page, or signup section.
Once the page is published, visitors will be able to submit the form and the Madlitics fields will automatically receive attribution data. As long as Madlitics is installed on the domain where the form is embedded, each submission will include the full marketing context behind the visit.
Once your form is embedded, ActiveCampaign will create a contact record for each submission and capture basic contact details. Madlitics will automatically fill in the attribution fields — including channel, campaign segments, and landing page — right alongside that contact information.
To test the setup, visit your site using a URL with UTM parameters (for example, add utm_source, utm_medium, or utm_campaign to the link) then check the contact record in ActiveCampaign — you should see Madlitics attribution data populated, confirming a successful setup. You can quickly generate these test links using the Madlitics UTM Builder.
https://yoursite.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=q1_promo
With Madlitics now active in your ActiveCampaign forms, every new lead will automatically include full marketing attribution data — giving your team instant visibility into which channels and campaigns drive conversions, right inside your CRM. From here, you can use these insights to segment leads, personalize automations, and report on true campaign performance.
