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Setting up Zoho forms for Marketing Attribution and capturing UTM parameters
Step-by-step setup to add Madlitics fields to Zoho Forms to see which channels bring in your customers.
Start capturing attribution →
Zoho Forms is a versatile online form builder designed to help you collect, manage, and act on data with ease. Whether you're capturing leads, running surveys, or building detailed workflows, Zoho Forms offers a drag‑and‑drop interface, powerful logic rules, and seamless integrations with the Zoho ecosystem and beyond. It’s built to handle everything from simple forms to more advanced, automated data collection processes.
By pairing Zoho Forms with Madlitics, every submission is automatically enriched with marketing attribution data. This helps you understand exactly where your leads are coming from without adding any extra steps for people filling out your form.
In this guide, we’ll walk through creating a form in Zoho Forms, adding Madlitics fields to capture data, and publishing it so you can start collecting clean, actionable attribution data.
With this setup, you can:
💆 Heads-up: Make sure Madlitics is installed on the domain that hosts your Zoho Forms. The form alone won’t capture attribution data; Madlitics needs to be active on the page to pass visitor details into submissions.
From your dashboard, click “+ New Form” to get started. You can build your form from scratch, use a template, or even let Zoho’s AI generate one, whatever works best for you.
Give your form a name, then add the fields you need just like you normally would.
Once your form is set up, you’re ready for the next step. We’ll add the Madlitics fields to automatically capture attribution data.
Once you’ve built your form, it’s time to add the fields Madlitics will use to write attribution data. In Zoho Forms, add a 'Single Line' textbox field. Put this field just before the submit button; don't worry, these fields won't be shown to customers.
Hover over the field to view the field options, and access and configure the field 'Properties'. Name this first field channel, set the Initial Value to [channel], and set the visilibility to 'Hide'. This channel field tells Madlitics where to store the visitor’s source data.
Repeat this process for the six additional Madlitics fields: segment1, segment2, segment3, segment4, lp, lpg.
Once these are in place, every Zoho Form entry will automatically include both your lead information and the attribution data from Madlitics. Configure additional Madlitics field value pairs for deeper customization and richer insights.
Now let’s connect your form fields so they can automatically capture Madlitics attribution data.
From your form builder, click 'Settings' in the left‑hand sidebar to open the form settings panel.
In the Prefill section, choose the option 'Field Alias - Prefill URL'.
For the first Field Alias, under Field Label, select the Channel field from the dropdown, click it, and set the field alias to channel.
Do the same for the other Madlitics fields, selecting each field (Segment 1, Segment 2, etc.) and assigning the matching alias segment1, segment2, segment3, segment4, lp, and lpg. Once all the field aliases are set, click Save, then return to the form builder.
Your form is ready to automatically plug the Madlitics attribution into the right fields whenever someone submits. Now we need to publish the form so customers/leads can access it!
Once your form is ready and the field aliases are set up, it’s time to embed it so visitors can fill it out and Madlitics can capture attribution data.
Click the 'Embed Form' option in the icon menu on the right side, and choose your preferred embed type. Zoho Forms supports several options such as iframe, JavaScript, HTML/CSS, and mroe.
Copy the embed code and paste it into your website where you want the form to appear, then publish or launch your site.
Your form will be live and will automatically collect Madlitics attribution data with every submission.
Make sure Madlitics is installed on the domain where your Zoho Form is hosted. If Madlitics isn’t installed, the attribution fields in your form won’t receive any data.
Test your form by visiting your site, using a url with unique utm parameters. Captured attribution data will populate in your Zoho Forms entries page which can then be passed to CRMs, Intelligence tools, etc. for advanced reporting.
With Madlitics now activated and your Zoho Forms ready to accept marketing attribution data, you can start tracking valuable insights immediately, and pass attribution data into your CRM, email marketing platform, business intelligence tool or more for advanced reporting.
