How to capture UTM parameters in Squarespace Forms
Learn how to capture UTM parameters with each submission of your Squarespace forms and send them to your CRM and other tools
Attributer makes it easy to capture UTM parameters in Squarespace forms. Just add hidden fields to your forms, and Attributer automatically populates them with UTM data each time a visitor submits a form. It also captures attribution data for leads from organic channels such as Organic Search and Organic Social.
Are you looking for a way to capture UTM parameters each time someone submits a form on your Squarespace website?
If so, you're on the right track. Capturing UTM parametes with each form submission will help you track which campaigns, ads, keywords, etc. are actually generating real results for your business (not just impressions and clicks that never turn into actual revenue).
In this article, we'll show you how to use a tool called Attributer to capture UTM parameters with each submission of your Squarespace forms.
4 steps for capturing UTM parameters in Squarespace forms
Using Attributer to capture UTM parameters in Squarespace forms is easy. Here's how to do it in 4 easy steps:
1. Add the Attributer code to your website
Here's the rewrite for Squarespace forms:
When you start your 14 day free trial of Attributer, you'll receive a small snippet of code to add to your website.
Adding it to a Squarespace site is simple. Just head to Settings, then click Advanced, and paste the code into the Code Injection section. If you use Google Tag Manager, you can add it through there as well.
2. Add hidden fields to your forms
The next thing you need to do is add a series of hidden fields to your forms so that Attributer has somewhere to write the data.
Fortunately, Squarespace makes it easy to create hidden fields. You simply drag the 'Hidden' field type into your form.
You'll need to add the following 6 fields:
- 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
Now that you've added these hidden fields to your Squarespace site, Attributer will automatically populate them with UTM parameters whenever someone fills out a form.
Let's say someone searches for "ways to share huge files" and clicks on a Dropbox ad at the top of the results. They land on Dropbox's site and fill out a demo request form.
While they're completing the form, Attributer automatically would write the following data into the hidden fields on the form (depending on what was in the UTM parameters):
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = Dropbox
Attributer also records the landing page details, so you know exactly where each lead entered your site:
- Landing Page = www.dropbox.com/features/share
- Landing Page Group = Features
4. UTM parameters are captured by Squarespace
When a visitor hits submit on your Squarespace form, all the UTM parameters and landing page data that Attributer wrote into the hidden fields gets submitted right along with it.
From there, you can use Squarespace's built-in integrations or a tool like Zapier to send that data to your CRM (whether that's Salesforce, HubSpot, Zoho CRM, or something else) or any other sales and marketing tools in your stack.
What is Attributer?
Attributer is a straightforward way to capture UTM parameters in Squarespace and send them to your CRM (and other tools), giving you a clear picture of which marketing channels and campaigns are actually generating your leads, customers, and revenue.
So how does it work? Attributer is a small piece of code that sits on your website. It picks up technical information about each visitor (like UTM parameters, HTTP referrer data, and device details) and stores it as a cookie in their browser. From there, it categorizes every visitor into a specific channel (like Organic Search, Paid Search, Paid Social, and others) based on how they found your site.
When a visitor fills out a form on your Squarespace site, Attributer takes that stored data and writes it into hidden fields on your form. Then, once the form is submitted, all of the UTM parameter and attribution data gets passed along with it.
Why using Attributer is better than capturing raw UTM parameters
We know there are other tools available for capturing UTM parameters in Gravity Forms (including Squarespace's own URL prefill feature), so why choose Attributer?
Here are the 4 main reasons why using Attributer is better:
1. Captures all traffic
Attributer doesn't just capture data from your paid campaigns that have UTM parameters. It provides attribution information on every single lead that comes through your site, regardless of how they found you.
So whether a visitor arrives through Organic Social, Organic Search, Direct traffic, Referral, or any other channel, Attributer will still pick up where they came from and pass that data along with the form submission.
2. Persists across pageviews & sessions
Other methods for capturing UTM parameters in Squarespace forms only capture them if the visitor submits the form on the exact same page they landed on. And in practice, that's often not how things play out.
Think about it this way: someone clicks one of your Google Ads and lands on your homepage. They then click the "Get A Quote" button which takes them to a separate page with your quote request form. Because they've navigated away from the original landing page, the UTM parameters are no longer in the URL and can't be captured.
Attributer handles this differently. It stores the UTM parameters in the visitor's browser, so no matter which page they complete a form on, the UTM data is always passed through.
3. Captures Click ID's
Attributer can also capture click IDs like the Google Click ID (GCLID), Microsoft Click ID (MSCLKID), and Facebook Click ID (FBCLID) and pass them along with each form submission.
You can then send those click IDs to your CRM and other tools. When a lead hits a key milestone in your sales process (like becoming a paying customer), you can feed that data back to the ad platform as an offline conversion.
The result? Instead of relying on thank you page visits as your conversion metric, you can track the thing that actually matters: real paying customers.
4. Captures landing page data as well
Attributer also captures the landing page URL and the landing page group (i.e. the subdirectory) for every visitor who completes a form on your site.
So if someone lands on attributer.io/blog/capture-utm-parameters, Attributer will capture both the full page path (capture-utm-parameters) and the subdirectory (/blog).
With this data in your CRM, you can run reports that show which specific pages (blog posts, landing pages, etc.) and which sections of your site (/blog, /podcast, etc.) are generating the most leads and customers.
This is incredibly useful because it helps you understand what content is actually driving results. If you discover that your blog posts are bringing in more leads than your paid ads, for instance, it might make sense to invest more in content and pull back on ad spend.
How Attributer helped Harris Federal Law track which Google Ads are truly generating customers & revenue
Harris Federal Law Firm is a legal practice in Washington D.C. that specializes in helping federal employees secure their benefits.
They were running Google Ads and using Google Analytics to track how many visitors their campaigns were sending to the site. The problem was they had no way of knowing how many of those visitors were actually turning into leads and customers.
That's when they started using Attributer.
With Attributer in place, every time someone fills out a form on their site, the attribution details (campaign, ad group, ad, keyword, etc) are automatically written into hidden fields and sent to their CRM alongside each new lead.
This enabled the team to run reports showing which campaigns were generating real leads and paying customers, not just website traffic that never converted.
One of the biggest findings? Several of their display campaigns were driving a ton of visitors but barely producing any paying customers. Armed with that insight, they reallocated budget toward the search campaigns that were actually delivering results.
The outcome? More new clients for the business each month with a lower ad spend.
"With Attributer we can see which campaigns are actually generating customers & revenue, rather than just website visitors. We were able to see that some of our campaigns were driving lots of visitors but few of them converted into leads and customers. Now we’re able to reinvest that budget into other campaigns that we can see are generating revenue."
Nick Child - Director of Marketing, Harris Federal Law Firm
3 example reports you can run when you capture UTM parameters in Squarespace
Once Attributer is capturing UTM parameters in Squarespace forms, you can send that information to your CRM or a spreadsheet and create reports like these:
1. Leads by Channel
Like most businesses, your leads probably come from a mix of channels, whether that's Organic Search, Paid Search, Organic Social, or something else entirely.
This report breaks down how many leads you're getting each month from each channel, giving you a clear picture of what's working and what isn't.
It's also a great way to spot opportunities to reallocate your budget. For example, if Organic Search is driving the bulk of your leads but most of your spend is going toward Paid Search, it might be worth rethinking that balance.
2. Opportunities by Google Ads campaign
If you're running multiple campaigns in Google Ads, you probably want to know which ones are actually delivering results.
That's exactly what this report shows. It breaks down how many Opportunities your sales team has received each month, organized by the Google Ads campaign that generated them.
This makes it easy to see which campaigns are producing leads that genuinely turn into real sales opportunities, so you can put more budget behind the ones that are working and scale back the ones that aren't.
3. Customers by Facebook Ads Network
If you're advertising on Facebook, there's a good chance your ads are also showing across Meta's other platforms, including Instagram, Messenger, and WhatsApp.
Each of these networks is a very different advertising environment, so the results you see from one platform can vary significantly from another.
This report shows how many customers your ads have generated on each network, making it easy to identify which platform is delivering the best results and where you should be directing more of your spend.
Wrap up
If you're looking to understand which channels and campaigns are genuinely bringing in leads and customers, Attributer is a great way to do it.
It goes beyond just capturing UTM parameters. Attributer also tracks leads from organic channels like Organic Search, Organic Social, and Direct traffic, so you get a full picture of where all your leads and customers are coming from.
Ready to give it a try? Start your 14 day free trial today and have it up and running on your site in minutes.
Get Started For Free
Start your 14-day free trial of Attributer today!
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.