The easiest way to capture UTM Parameters in Gravity Forms

Learn how to capture UTM parameters and other lead attribution information in Gravity Forms so you know what's generating your leads, customers & revenue.

Gravity Forms

The key to growing any business is identifying what marketing channels, content & campaigns are generating leads & customers at a positive ROI, and then doubling down on those initiatives.

But if you can't measure exactly the amount of leads, customers & revenue being generated by your marketing efforts, how do you know which ones are working and which ones aren't?

The key to success is making sure you're tracking the source of every lead & opportunity in your CRM. That way, you can easily run reports that show which campaigns, content & channels are working.

In this article, we'll show you how to capture UTM parameters in Gravity Forms and send them to your CRM & other tools so you can get the kind of reporting you need.

4 steps for capturing UTM parameters in Gravity Forms

Using Attributer to capture UTM parameters in Gravity Forms is easy. Here's how to do it in 4 easy steps:

1. Add UTM variables to your ads

Dropbpox UTMs

The first thing you need to do to start tracking UTM parameters in your CRM is to add them to your ads and campaigns. This allows Attributer to determine exactly where your website visitors are coming from, and in turn, pass them through to your CRM for reporting on.

You should add UTM parameters to any ads or campaigns you are running. This could be on social media platforms like Facebook, LinkedIn, Instagram, and Twitter, or on search engines like Google and Bing. It's even a good idea to use them on bespoke campaigns as well, such as advertisements you may have in trade publications, email campaigns, etc.

2. Add hidden fields to your forms

Add Hidden fields

The second step involves integrating hidden fields in your lead capture forms (I.e. the forms you use to collect information from site visitors). These fields are not visible to end-users but still exist on the form, meaning tools like Attributer can interact with them without visitors seeing them.

Adding Hidden Fields to Gravity Forms is super easy. You can simpyl drag and drop in the 'Hidden Field' field type (an option alongside all the other field types, such as single line text fields, dropdown fields, etc) or you can make an existing field hidden by selecting the 'Hidden' tickbox in the field's properties.

Here the hidden fields you need to add to your forms:

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

3. Attributer automatically completes the hidden fields with UTM data

Populate hidden fields

Remember what we said about Attributer being able to see your hidden fields?

What Attributer does is complete the hidden fields with the UTM parameters you put behind your ads in Step 1.

Let's take Dropbox as an example. A user googling ways to share large files comes across a Dropbox ad in Paid Search and clicks on it, and it leads the user to fill out a form to request a demo. Attributer would then complete the hidden fields with UTM data that might look like this (depending on what Dropbox put in their UTM parameters):

  • Channel = Paid Search
  • Channel Drilldown 1 = Google
  • Channel Drilldown 2 = Large Files Campaign
  • Channel Drilldown 3 = Faster Sharing Ad

On top of this, Attributer would also track what page they arrived on and pass it through in the hidden fields. Continuing the Dropbox example from above, it could be:

  • Landing Page =
  • Landing Page Group = Features

4. UTM parameters are captured by Gravity Forms

UTM data sent to CRM

Now for the exciting part. When a site visitor submits a form, the channel and landing page data acquired from the UTM parameters are captured by Gravity Forms together with the lead's name, email, phone number, and other information provided on the form.

Once the data is in Gravity Forms, you can then use their native integrations to send it to your CRM or email marketing tool, or use the Zapier Add On to send it to 2,000+ other tools (including Google Sheets, Google Calendar, etc).

What is Attributer?

From the steps above you can get an idea of how Attributer works to capture UTM parameters in Gravity Forms.

If you're interested in the more technical details around how it works though, Attributer is a nifty piece of code that, when placed on your website, looks at technical data such as UTM parameters, HTTP referrer information, device, etc. to ascertain where a particular visitor came from.

Based on that technical data, it then categorizes each visit into a series of channels - Paid Search, Organic Search, and Paid Social are good examples - and stores it in the visitor's browser as a cookie.

Then when that visitor completes a form on your website, Attributer writes those values to the hidden fields in your form and they are captured by Gravity Forms alongside the details the lead entered into the form (I.e. their name, email, phone, etc).

Attributer was built by a marketing consultant who saw the need for a way to measure what channels were turning visitors into leads and customers. I originally built it just for my clients, but later realised it could help many other businesses as well.

Today, Attributer is used by hundreds of websites and passes through UTM parameters and other data on over 1.7 million visitors per month.

Why using Attributer is better than capturing raw UTM parameters

We know there are other tools available for capturing UTM parameters in Gravity Forms, so why choose Attributer?

Here are the 4 main reasons why using Attributer is better:

1. Captures all traffic

Attributer keeps a record of all sources of traffic to your site and passes these into Gravity Forms. This includes UTM parameters, but also information on visitors who arrive at your site through channels where there are no UTM parameters present (i.e. Organic Social, Organic Search, Direct, Referral, etc.).

This means that when you run reports to see where your leads & customers are coming from, you'll be able to see the source of all leads, not just those arriving on your site through paid advertising.

2. Remembers the data as visitors browse your site

Other methods for capturing UTM parameters in Gravity Forms can only capture them if the user completes the form on the same page they landed on 

To illustrate why this is a problem, imagine someone clicks one of your Google Ads and goes to a landing page you created for that campaign. Once they’re convinced your product or service is amazing, they click the ‘Get A Quote’ button and are taken to a different page to complete your quote request form. This would mean that the page they complete a form on is not the same page they originally landed on, so the UTM parameters are lost.

Fortunately, Attributer takes a different approach. It stores the UTM parameters in a cookie in the user’s browser, meaning that regardless of what page your form is on the UTM parameters will always be passed through.

2. Provides cleaner data

Attributer gives you cleaner, more organized data. One of the problems with capturing UTM parameters raw is that you inevitably end up with loads of messy data that can make Marie Kondo cry.

As an example, imagine some of your Twitter campaigns are tagged with (capital T), others with UTM_Source=twitter (lowercase, no domain), and others with UTM_Source=tw.

When you pass this data into your CRM and try to use it to see how many leads your Twitter campaigns have brought you, you get three different sources that you would then have to stitch together.

With Attributer, you don't have to deal with this because it takes the possibility of capitalization and other inconsistencies into account, and will ascribe leads to Paid Social regardless.

3. Captures landing page data as well

Ever wanted to know how many leads and customers come from your blog? Or those in-depth content pieces you spent hours writing?

Attributer not only captures UTM parameters and other channel data, but it also captures the landing page (I.e. and the landing page category (I.e. /blog).

This means that you can see how well certain sections of your website are performing (I.e. your blog) in terms of generating leads, customers & revenue.

And because it captures both the landing page and the landing page group, you can look at how content groups as a whole are performing (I.e. your blog) as well as how individual pages or pieces of content are performing (I.e. individual blog posts).

Wrap up

If you're wanting to know which channels & campaigns are driving your leads & customers then Attributer is a great solution.

Not only does it capture UTM parameters but it also captures information on leads that come through organic channels as well, giving you full visibility into where every one of your leads & customers are coming from.

Ready to experience what Attributer can do for you? There's a 14 day free trial, so get started using Attributer on your website today.

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