Form Builder

Capture full marketing attribution in with Madlitics

Enrich every form submission with UTMs, click IDs, and full marketing attribution, so you can see which marketing channels, campaigns, and landing pages actually drive leads.
Turn every form submission into actionable attribution data
Attribution is lost often because site tracking fails to persist data across sessions, forms don't capture UTM parameters, etc. leaving gaps in reporting. Madlitics ensures every form submission is enriched with attribution data, helping you connect marketing efforts to real business growth.
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Automated attribution tracking
Capture UTM parameters, first-touch data, and campaign details for every form submission — directly inside your marketing stack.
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Smarter audience targeting
Use marketing insights to refine segmentation, personalize campaigns, and send the right message to the right audience at the right time.
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Optimize conversion tracking
Link form data with analytics and CRM tools to measure customer acquisition cost (CAC) and scale high-converting channels.
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Actionable marketing insights
Turn attribution data into strategic decisions — understand which campaigns bring in high-value leads and optimize your marketing spend accordingly.
How Madlitics works with your custom HTML form
From form submission to real-time insights — Madlitics makes attribution effortless.
Install and set up Madlitics on you site

Add the Madlitics script to site's global custom code so it runs on every page. From that point on, every visitor’s source, campaign, and landing page data is automatically captured and attached to form submissions, giving you a complete view of what drives leads without changing your existing workflow.

Setup Guide: Install Madlitics on your domain -> 

Form builder interface highlighting the addition of a hidden input field for Madlitics attribution.
Example form displaying hidden attribution fields like Channel and Landing Page on a live website.
Enrich Tally submissions with UTM parameters and attribution data

Madlitics determines where a visitor came from, whether it’s Paid Search, Organic Social, Referral, Email Marketing, and more. It records key attribution details, such as campaign name, landing page URL, and ad details, ensuring you always have a complete picture of the customer journey.

Setup Guide: Configure HTML Forms for attribution -> 

Your form captures marketing attribution data
With every form submission, Madlitics captures attribution data — marketing channel, campaign details, and landing page insights — so it can be passed seamlessly into your CRM and other marketing stack integrations.
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.
Graph showing new customer growth from TikTok, Instagram, Snapchat, and Google over time, with social media icons surrounding the chart and a callout for social revenue impact.
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.
What you get with Madlitics in your custom HTML form
Delivering marketing attribution data straight into your marketing tools, giving you a complete view of lead sources, campaigns, and marketing performance.
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Marketing channel attribution
See exactly where leads originate and how they interact across channels—Google Ads, LinkedIn, referral traffic, and more.
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Campaign and ad-level tracking
See which campaigns, ad variations, and content themes are driving the highest-quality leads.
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Landing page insights
Track the first page a lead visits, helping you understand which content drives conversions and customer interest.
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First-touch attribution
Know where each lead comes from and what influences their path to becoming a customer.
Track and capture lead attribution data effortlessly, with support for third-party form builders, and custom built solutions.
Illustration of Madlitics integrating with third-party form tools.
Third-party form builders
Using Gravity Forms, WPForms, Typeform, or another form builder? Madlitics captures and writes marketing attribution data seamlessly into Hubspt.
llustration of Madlitics enabling attribution tracking on a fully custom lead form.
Custom lead capture forms
Using a custom form? Madlitics captures attribution data behind the scenes so your reporting stays complete.
What you can do with Madlitics and your custom HTML form
Enhance your marketing strategy by integrating with the tools you already use.
CRM
Send first-touch marketing attribution data captured with Madlitics and your custom HTML form to Salesforce, Zoho, HubSpot, and more. Track exactly where leads originate, see how landing pages influence conversions, and connect marketing efforts to revenue growth.
Email Marketing
Integrate Madlitics and your custom HTML form with Mailchimp, Campaign Monitor, and Brevo to track which marketing channels and campaigns generate subscribers. Use UTM parameters and landing page insights to build better audience segments and optimize email engagement.
Billing & Payments
Integrate Madlitics and your custom HTML form 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.
Analytics
Connect Madlitics and your custom HTML form with Google Data Studio, Tableau, and Power BI to generate reports that break down conversions by channel, campaign, landing page, and UTM parameters. Gain actionable insights into which marketing efforts drive the most leads and revenue, helping you refine targeting and scale successful strategies.
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.

Frequently asked questions

Answers to your top questions about our platform
Why are UTM parameters lost in forms and how does tracking actually work?
How do you track UTM parameters in HTML forms?
What attribution data does Madlitics capture?
Can you track attribution if a visitor doesn't use UTM parameters?
How do you track Google Ads conversions?
Can Madlitics send attribution data to my CRM or marketing tools?
How is Madlitics different from other attribution solutions?
Is Madlitics GDPR compliant for form tracking?
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Madlitics is trusted by marketers across industries to help reduce wasted spend and drive smarter growth.
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