4 Simple steps to capture Facebook Ads data in MetForm

Understand the easiest way to capture Facebook Ads data (like the campaign, network and ad set the lead came from) in Metform so you can see how many leads and customers you're getting from Facebook Ads

Metform - Facebook Ads

Are you looking for a solution to figure out how many leads are generated by your Facebook Ads?

Imagine being able to simply identify the specific origin of each lead in Metform, including the precise network (Facebook, Messenger, Instagram, etc.), campaign, ad set, and even the clicked element.

This is achievable with Attributer.

In this article, we will show you hot to use Attributer to track the source of all your leads, including those originating from Facebook Ads, in MetForm.

4 simple steps to capture Facebook Ads data in MetForm

Capturing Facebook Ads data with each submission of your MetForm is simple with Attributer. Here's how it works:

1. Add UTM parameters to your Facebook Ads

Facebook Ad with UTMs

The first thing to do is incorporate UTM parameters to all your existing Facebook Ads.

UTM parameters are essentially additional text fragments added onto the end of the URL you intend to direct individuals to from your campaigns.

For instance, if the desired page you wish to direct someone to is attributer.io/integrations/metform, your URL with UTM parameters might look something like this:


The UTM parameters should include the specific information you wish to capture about your ads. In case you're uncertain, sticking to the following general best practices is recommended:

  • UTM Medium = Paid social
  • UTM Source = Facebook (or Instagram, or the respective network)
  • UTM Campaign = Your campaign's name
  • UTM Term = The name of the ad set to which the ad belongs
  • UTM Content = The specific ad itself

Including UTM parameters on your URLs is a straightforward process. There are also plenty of free online tools available to assist you with adding them.

2. Install Attributer on your website

Add Attributer Code to Site Mobile

Attributer is a simple code snippet that can be installed on your website.

Once a visitor lands on your site, Attributer scans various technical data points to determine how they arrived, enabling it to identify the source of the individual, such as Facebook Ads.

When the user fills out a form on your site, Attributer retrieves the Facebook Ads data from the UTM parameters and automatically populates hidden fields that you have added to your form. MetForm then captures this data along with the lead's name, email, and other relevant information.

Installing Attributer on your website is an easy process. After signing up for a 14-day free trial, you will receive a small code snippet that you can easily add to your site by following the provided instructions.

3. Add hidden fields to your forms

Step 2

The next step is to incorporate a series of hidden fields into the forms utilized for gathering information from website visitors, such as your Contact Us or Request Quote form.

The following hidden fields are required for your forms:

  • Channel Drilldown 1
  • Channel Drilldown 2
  • Channel Drilldown 3
  • Channel Drilldown 4
  • Landing Page
  • Landing Page Group

Integrating hidden fields into MetForm is a simple process. Just drag and drop a 'Hidden' field type onto your form. If you require additional instructions, you can refer to this resource for more help.

4. Attributer writes the Facebook Ads data into the hidden fields and it’s captured by MetForm

Step 2 (1)

When a visitor arrives on your website from your Facebook Ads, Attributer captures the UTM parameters that you have added to your Facebook Ads and stores them in a browser cookie. This ensures that the UTM parameters are retained as the visitor navigates through your site.

When the visitor begins filling out a form on your website, Attributer automatically populates the hidden fields with the Facebook Ads data. This data, along with the lead's name, email, and other relevant information, is captured when the form is submitted.

What you can do with the data

After the Facebook Ads data has been captured in MetForm, you can utilize MetForm's built-in integrations or third-party tools like Zapier to send the data to different platforms:

  • Pass it to your CRM: By passing the Facebook Ads data into CRM systems such as Salesforce, Pipedrive, HubSpot, and more, you can leverage the data to create reports that provide insights into the number of leads generated by your Facebook Ads, conversion rates, total revenue generated, and other relevant metrics.
  • Transfer it to a spreadsheet: Through Zapier or a MetForm integration, you can send the data to a Google Sheets or Excel spreadsheet. Once the data is in the spreadsheet, you can perform basic analysis within the sheet itself or connect it to analytics tools like Google Data Studio or Microsoft Power BI to create more advanced reports.
  • See it in your email notification: If your company uses email for responding to new leads instead of utilizing a CRM, you can include the Facebook Ads data in the lead notification email. This way, you can easily view the exact source of your leads right in your inbox.

Why use Attributer

There are other methods for capturing Facebook Ads data in MetForm, so why choose Attributer?

There are a few main benefits:

Captures other attribution information

In addition to providing attribution information for leads originating from your Facebook Ads, Attributer also captures details on leads who visit your site through various other channels, including Direct, Referral, Organic Social, or Organic Search. This comprehensive data allows you to identify the source of ALL your leads and customers, not just those that came from your Facebook Ads.

Remembers the data

MetForm provides alternative methods of capturing Facebook Ads data, but they typically require the UTM parameters to be present in the URL of the page where the user submits a form.

However, this approach poses a challenge as it often results in data loss.

Let's consider a scenario: A user clicks on your Facebook Ad and lands on your homepage. They proceed to click the 'Get A Quote' button, which takes them to a separate page where they fill out a form. Since the form is on a different page from their initial arrival, the UTM parameters would be lost, and MetForm wouldn't capture the accurate data.

Fortunately, Attributer solves this issue by storing the UTM parameters in a cookie within the user's browser. This means that regardless of which page the visitor completes the form on, the UTM parameters associated with your Facebook Ads (or other channel) will always be captured in the form submission.

Cleans the data

Attributer was specifically designed to identify and accommodate inconsistencies in UTM parameter usage, ensuring accurate attribution of leads to the correct channels, regardless of these discrepancies. This ensures that you always have reliable and precise data.

For instance, let's consider a situation where you used "utm_source=facebook" in some campaigns and "utm_source=facebook.com" in others. With Attributer, the lead would still be correctly assigned to the Paid Social channel, effectively recognizing and resolving any variations in UTM parameter usage.

Captures landing page data

In addition to capturing Facebook Ads data, Attributer also captures the URL of the landing page (e.g., https://attributer.io/blog/capture-utm-parameters-salesforce) and the landing page group (e.g., /blog). This valuable information allows you to assess the performance of your content, such as your blog, in terms of lead generation, customer acquisition, and revenue generation. By analyzing these metrics, you can gain insights into how effectively your content contributes to your overall marketing goals.

Wrap up

Attributer simplifies the process of capturing the UTM parameters associated with your Facebook Ads every time a MetForm submission occurs.

By harnessing this data, you gain immediate visibility into key metrics, including the number of leads originating from your Facebook Ads, the specific campaigns driving those leads, and the most impactful ad networks -whether they be paid social or paid search.

The best part is that getting started with Attributer is free! Take full advantage of the 14-day free trial today.

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About the Author

Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.