What does Madlitics add to FormAssembly?

Madlitics adds channel classification, data persistence, and UTM sanitization for cleaner, more consistent reporting. It captures attribution when visitors first arrive on your website and preserves it for your FormAssembly entries.

How do I capture UTM parameters in FormAssembly?

Install Madlitics on your website and configure your FormAssembly forms. Madlitics captures available UTM parameters on arrival and populates the configured fields, so the data is included with each submission.

Does attribution persist if someone returns later to submit?

Yes. Madlitics preserves first-touch attribution in the visitor’s browser across page navigation and return visits.

Do visitors need to answer additional questions?

No. Madlitics work behind the scenes, capturing attribution alongside the responses visitors already provide.

Which attribution fields can I capture?

Madlitics captures the original marketing channel, campaign segments, landing page data, and available ad platform click IDs (google, meta, linkedin, microsoft, etc.)

Can I send FormAssembly attribution to my CRM?

Yes, native FormAssembly connections support mapping fields to CRM properties. Map each attribution field to its destination, then test that the values appear on the correct CRM record.

How do I test FormAssembly attribution?

Open a private browser session and visit your website using a URL with distinctive UTM values. Navigate to and submit a FormAssembly lead form. Check the captured data, and verify against any CRM or automation mappings.

Can I identify lead sources without UTMs?

Yes, Madlitics uses referrer information and other data to classify traffic such as Organic Search, Organic Social, and Referral.

FormAssembly Attribution: Track UTMs and Lead Source

Madlitics Advantage

Why use Madlitics with FormAssembly

Madlitics preserves each visitor’s original attribution as they browse and return, connecting FormAssembly submissions to the marketing channels and campaigns that first brought leads to your site.

Automated attribution tracking

Capture UTM parameters, first-touch data, and campaign details for every form submission — directly inside your marketing stack.

Landing Page Insights

Track the first page a lead visits, helping you understand which content drives conversions and customer interest.

First-Touch Attribution

Capture the original source behind every lead, even when the journey spans multiple pages and return visits.

18 supported channels

Automatically classify leads into 18 acquisition channels, including Display, Email, Organic, Paid, AI, and more.

Fewer "Direct" leads

Persistent first-touch data stays attached from first visit to form submission, so fewer leads show up as Direct in your CRM.

Sync with your CRM

Send attribution like source, channel, campaign segmentation, and landing page data to your CRM on every submission.

Keep your existing forms

Add Madlitics to new, or use existing FormAssembly forms without changing questions layouts, or workflows.

Automatic field population

Populate fields with attribution data, behind the scenes, when visitors' complete FormAssembly lead forms.

No extra questions

Capture attribution alongside each lead’s responses without adding questions for visitors to complete.

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How it Works

How Madlitics works with FormAssembly

Madlitics makes attribution effortless, from lead submission to real-time insights.

Install Madlitics on your website

Add the Madlitics script to your site's <head> tag, so it runs on every page. From that point on, each visitor’s source, campaign details, and landing page data is automatically captured and attached to every FormAssembly submission.

Installing Madlitics

Configure FormAssembly for attribution

Madlitics determines where a visitor came from, whether it’s Paid Search, Organic Social, Referral, Email Marketing, etc., and records it alongside, campaign details, and landing page data, so each FormAssembly submission includes the context behind the lead.

Configure FormAssembly for attribution

Capture attribution with each submission

When a visitor submits your form, their original attribution is included alongside their name, email, and other responses, so it can be passed seamlessly into your CRM and marketing integrations.

Explore marketing channels

Captured data syncs with reporting tools

Uncover what drives conversions and scale what works

Generate reports that show exactly which channels, campaigns, and ads drive leads, customers, and revenue. Stop relying on guesswork! Use real data to optimize ad spend, improve targeting, and invest in the strategies that actually convert.

Integrations

What you can do with Madlitics and FormAssembly

Seamlessly connect Madlitics with the tools you already use to capture, enrich, and activate your attribution data.

Analytics

Use Madlitics attribution in your workflows to power lead routing, segmentation, and follow-up in Google Data Studio, Tableau, and Power BI. Generate reports on which marketing efforts drive customers and revenue; refine targeting and scale what works.

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Payment Systems

Integrate Madlitics and FormAssembly with Braintree, Zuora, Paddle and more, to connect first-touch attribution data with revenue insights. See which campaigns, landing pages, and content drive paying customers, helping optimize acquisition costs (CAC) and improve retention.

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CRMs

Map FormAssembly attribution fields to CRM properties so each lead record includes its original source, campaign, and landing page. Track exactly where leads originate, see how landing pages influence conversions, and connect marketing efforts to revenue growth.

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Email Platforms

Build better audience segments, boost email engagement, and target leads based on their original channel and campaign by passing FormAssembly attribution into your email platform (Mailchimp, Campaign Monitor, and Brevo).

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