The best way to capture Facebook Ads data in Tally Forms

Learn the best way to capture Facebook Ads data (like the campaign, network, ad set, etc.) in Tally Forms so you can track the success of your Facebook Ads.


Facebook Ads can be a highly effective way to generate leads and customers for your business. But in order to make the most of it, you need to be able to track which campaigns, networks, ad sets, etc., are performing best. Otherwise, you won't know where to focus your efforts for growth.

This is where Attributer comes in. It enables you to capture the specific campaign, network, ad set, etc., from which a lead came whenever they submit a form through Tally Forms.

In this article, we will walk you through four simple steps for using Attributer to capture Facebook Ads data in Tally Forms, as well as show you some example reports you can run with the data. Take advantage of the powerful insights provided by Attributer and optimize your Facebook Ads strategy with Tally Forms.

4 simple steps to capture Facebook Ads data in Tally Forms

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

1. Add UTM parameters to your Facebook Ads

Facebook Ad with UTMs

To begin, it's important to include UTM parameters in all your Facebook Ads.

If you're not familiar with UTM parameters, they are additional pieces of text that you append to the end of the URL you want to share with your audience from your campaigns.

For example, if you want to direct visitors to a page like, your final URL with UTM parameters might appear as follows:

When it comes to UTM parameters for Facebook Ads, there are some general recommendations to follow:

  • UTM Medium: Paid social
  • UTM Source: Facebook (or Instagram or the relevant network)
  • UTM Campaign: Your campaign's name
  • UTM Term: The ad set name associated with the ad
  • UTM Content: The specific ad

Adding UTM parameters to your URLs is a straightforward process, and there are free online tools that can assist you with this task.

2. Install Attributer on your website

Add Attributer Code to Site Mobile

Attributer is a small code snippet that you can easily incorporate into your company's website.

Once a visitor arrives on your site, Attributer analyzes various technical data to determine their source (such as Facebook Ads).

When the visitor fills out a form on your site, Attributer automatically populates hidden fields that you have added to your forms with the attribution data. This data, along with the lead's name, email, and other details, is then captured by Tally Forms.

Integrating Attributer into your site is a straightforward process. Simply sign up for a 14-day free trial, and you will receive a code snippet that can be easily added to your website following the provided instructions.

3. Add hidden fields to your forms

Step 2

Next, you'll want to incorporate multiple hidden fields into your lead capture forms, which are the forms used to gather information from visitors on your site.

These are the hidden fields you need to include:

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

Adding these hidden fields to your Tally Forms is incredibly easy. Simply drag and drop a 'Hidden' field type into your form, and you're good to go!

4. Attributer adds the Facebook Ads data into the hidden fields and it’s captured by Tally Forms

Step 2 (1)

Whenever a user visits your website through your Facebook Ads, Attributer captures and stores the UTM parameters you set up in Step 1. These parameters are securely stored in a cookie within the user's browser, ensuring they remain intact as the user navigates through your site.

When the user fills out a form on your website, Attributer automatically populates the hidden fields with the Facebook Ads data retrieved from the UTM parameters. This valuable information, along with the lead's name, email, and other details, is captured and saved once the form is submitted.

What you can do with the data

Once the Facebook Ads data has been collected in Tally Forms, you have multiple options for utilizing and analyzing it:

  • Integrate with your CRM: You can seamlessly transfer the Facebook Ads data to popular CRM platforms like Pipedrive or Salesforce. By doing so, you can generate reports that provide insights into the number of leads originating from your Facebook Ads, their conversion rates, and the revenue generated.
  • Export to a spreadsheet: You can export the data to a Google Sheets or Excel spreadsheet using Tally Forms' native integrations or a tool like Zapier. This allows you to perform basic analysis on the data and create customized reports. You can also connect analytics tools like Microsoft Power BI to your spreadsheet for more advanced reporting capabilities.
  • Include in email notifications: If you communicate with new leads primarily through email instead of using a CRM, you can incorporate the Facebook Ads data into the lead notification emails. This way, you can easily view the source of each lead directly in your email inbox.

These options enable you to effectively utilize and analyze the Facebook Ads data captured in Tally Forms, allowing you to make data-driven decisions and optimize your marketing strategies.

Why use Attributer

Why choose Attributer over other methods for capturing Facebook Ads data in Tally Forms?

Here are the key advantages:

Captures other attribution information

Apart from the capturing information on the leads that come from your Facebook Ads, Attributer also captures information on leads who arrive on your site through other channels like Paid Search, Direct, Referral, Organic Social, or Organic Search.

This means you’ll be able to see where ALL your leads and customers are coming from, not just the ones from your Facebook Ads.

Remembers the data

Alternative methods for capturing Facebook Ads data require the UTM parameters to be present on the same page where the form is submitted. However, this can lead to issues, as shown in the following scenario.

Imagine a user clicks on your Facebook Ad and arrives at your homepage. They then proceed to click the 'Get A Quote' button, which takes them to a different page where they fill out the form. Since the form is completed on a different page, the UTM parameters would typically be lost and not captured in Tally Forms.

Fortunately, Attributer solves this problem by storing the UTM parameters in a cookie within the user's browser. This means that regardless of the page where the form is completed, the UTM parameters are always included in the form submission.

Cleans the data

Attributer is designed to handle variations in UTM usage and accurately assign leads to the appropriate channel, ensuring precise data.

For example, if you use "utm_source=facebook" in some campaigns and "" in others, Attributer can still correctly attribute the lead to the Paid Social channel.

Captures landing page data

In addition to capturing Facebook Ads data, Attributer also tracks the landing page URL (e.g., and landing page group (e.g., /blog).

This comprehensive information allows you to generate reports that showcase the number of leads and customers generated from specific sections of your website, such as your blog. Moreover, you can analyze the performance of each individual blog post by determining the number of leads and customers it contributes.

3 example reports you can run to understand the performance of your Facebook Ads campaigns

In addition to capturing data from Facebook Ads, Attributer also tracks the URL of the landing page (e.g., and the landing page group (e.g., /blog).

This wealth of information enables you to generate detailed reports highlighting the number of leads and customers generated from specific sections of your website, like your blog. Furthermore, you can analyze the performance of each individual blog post by determining the number of leads and customers it contributes.

1. Leads by channel

Leads By Channel (5)

Attributer captures the source of all your leads, providing the ability to generate insightful reports that display the number of leads by channel.

By analyzing the performance of your Facebook Ads compared to other channels, you can make informed decisions on resource allocation. It's worth noting that while Facebook Ads may generate a significant number of clicks and website visits, they may not always result in leads and customers. In such cases, reallocating some of your budget to channels with higher conversion rates, such as Google Ads, could yield better results.

2. Leads by Network

Leads By Facebook Ad Network

If you're running ads on Facebook's different networks, such as Instagram and Messenger, the report mentioned above can provide valuable insights into which networks are generating the most leads.

By understanding which social networks your ads perform best on, you can focus your efforts on those platforms to improve your results and achieve better outcomes.

3. Leads by campaign

Leads By Facebook Ad Campaign (1)

The graph shown above presents data on the monthly number of leads generated from Facebook Ads, categorized by the specific campaigns they originated from.

This valuable information allows you to identify which campaigns are effectively generating leads, rather than just clicks and visitors who don't convert. By understanding the performance of each campaign, you can refine your strategy and focus on tactics that generate more leads for your business

Wrap up

With Attributer, capturing UTM parameters from your Facebook Ads becomes a simple task. By capturing this data, you gain insights into the number of leads and their originating campaigns, among other valuable information.

But here's the best part: Attributer doesn't just track leads from Facebook Ads. It tracks the source of all your leads, giving you a complete understanding of where to invest your marketing budget for business growth.

And the icing on the cake? It's free to get started! Take advantage of the free trial today and supercharge your marketing efforts.

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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.