The easiest way to capture UTM parameters in Wix Forms
Learn how to capture UTM parameters in your Wix forms so you can see them in your Wix dashboard, include them in email notifications, send them to your CRM and more.
You can capture UTM parameters in Wix Forms using Attributer. Just add hidden fields to your forms, and Attributer will automatically populate them with UTM data each time a visitor submits a form. It even provides attribution information on leads that come from organic channels (like Organic Search, Organic Social, and more).
Do you know which of your marketing channels and campaigns are responsible for generating your leads and customers?
If not, there's a good chance you're wasting marketing budget and missing out on opportunities to grow.
The good news? There's a solution.
In this article, we'll show you how to capture UTM parameters every time someone submits a Wix Form on your website, and send that data to your CRM and other tools so you can make smarter, more informed marketing decisions.
4 steps for capturing UTM parameters in Wix forms
Using Attributer to capture UTM parameters in Wix forms is easy. Here's how to do it in 4 easy steps:
1. Add the Attributer code to your website
When you start your 14 day free trial of Attributer, you'll receive a small snippet of code to add to your website.
If your site is built on Wix, you can add the code through the Custom Code section in your Wix dashboard settings. Alternatively, if you use Google Tag Manager, you can add it through there as well.
2. Add hidden fields to your forms
Next, you have to add hidden fields to your Wix Forms. These hidden fields won't be visible to your users, but Attributer will use them to pass UTM parameters through with each form submission.
The 6x hidden fields you need to add to your forms are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields to your forms in Wix is easy. Simply add 6x 'Short Answer Fields' to the bottom of your form and then select the 'Hidden' option from the Dev menu. You can see full step-by-step instructions (with screenshots) here.
3. Attributer automatically completes the hidden fields with UTM data
Now that everything is set up, Attributer will automatically populate the hidden fields in your Wix Forms with UTM parameter data.
To show you how it works, let's say you're a marketer at an accounting firm. A potential client searches Google for "small business tax advisor near me" and sees one of your paid search ads. They click through, land on your services page, and fill out a form to request a consultation.
Based on the UTM parameters you've placed behind the ad, Attributer would write the following data into the hidden fields:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Tax Services Campaign
- Channel Drilldown 3 = Small Business Tax Ad
On top of that, Attributer also captures the specific landing page and subdirectory where the visitor first arrived:
- Landing Page = www.smithaccounting.com/services/small-business-tax
- Landing Page Group = Services
4. UTM parameters are captured by Wix
Finally, when the visitor submits a form the UTM parameters are captured by Wix Forms alongside the information the visitor entered into the form (I.e. Their name, email, phone, etc)
Once the UTM's have been captured by Wix Forms, you can:
- See them in your Wix Dashboard
- Include them in the email notifications Wix sends when a form is submitted
- Send them to your CRM software (including Salesforce, Hubspot, Zoho CRM, Pipedrive & more.
- Send them into a spreadsheet
- And a whole lot more.
What is Attributer?
Put simply, Attributer is a lead tracking tool that shows you where your leads and customers are coming from.
When you sign up for a 14-day free trial, you'll get given a snippet of code to add to your website.
When a visitor lands on your website, it will look at the UTM parameters in the URL and use them to determine where the visitor came from (I.e. Paid Search, Paid Social, Display, etc). It then stores all this information in the visitor's browser so it doesn't get lost as the visitor navigates your site.
Then, when a user completes one of your Wix Forms, Attributer writes the UTM parameters and other lead tracking data into hidden fields you add to your forms.
And when the visitor submits the form, all the tracking data and any additional data the user entered, such as their name, email, company, etc is captured by Wix Forms.
Finally, you can see this data in within your Wix Dashboard as well as including it in email notifications, forwarding it to your CRM, etc.
Why Attributer is the best tool for capturing UTM parameters in Wix
Attributer is the best tool for capturing UTM parameters in Wix for the following reasons:
1. Captures lead tracking data for all leads
Attributer tracks the source of ALL your leads, not just those that came form your paid ad campaigns with UTM parameters.
So if someone arrives at your site from Organic Social, Organic Search, Direct, Referral, etc. Attributer would still capture information about where they came from and pass that through with each form submission.
This ultimately means you can see where all your leads have come from and make more strategic decisions about how to spend your marketing budget (I.e. Maybe you get more leads from Organic Search than Paid Search, and you'd be better off investing more in SEO)
2. Remembers the UTM parameters
Most other scripts or methods of capturing UTM parameters require the UTM parameter to actually be present on the page where the form is completed.
This can be a problem if the page they complete your form on is not the same page they landed on from your ad.
A common example of this is if you're using Google Ads and sending traffic to a landing page you created for that campaign. Once a visitor is convinced your product/service is amazing, they click the ‘Request A Demo’ button and are taken to another page to complete the demo request. This would mean that the page they complete the form on is not the same page they originally landed on, so the UTM parameters are lost.
Attributer solves this problem though. It stores the UTM parameters in a cookie in the user’s browser, meaning that regardless of what page the visitor complete's the form on, Attributer still knows the original UTM parameters that visitor arrived with.
This ultimately means you have more accurate data on the number of leads & customers you are getting form your paid ad campaigns.
3. Captures Click IDs
Attributer can also capture click IDs like the Google Click ID (GCLID), Microsoft Click ID (MSCLKID), and Facebook Click ID (FBCLID) with each Wix Form submission.
Once those click IDs are in your CRM, you can send them back to the ad platform as an offline conversion at a key stage in your sales process (like when a lead becomes a paying customer).
This means that instead of optimising your campaigns based on form submissions or thank you page visits, you can give ad platforms data on your actual customers, which typically leads to much better results.
4. Captures landing page data as well
Have you ever wanted to know how your content marketing efforts are performing? I.e. How many leads are coming from your blog posts?
Attributer can help. Not only does it capture UTM parameters, but it also captures the visitor's landing page and landing page group as well.
For instance, if a user lands on attributer.io/blog/capture-utm-parameters then Attributer would capture the blog post URL (attributer.io/blog/capture-utm-parameters) plus the subdirectory (/blog) as a separate parameter.
Then when it comes time to run reports, you can see how many leads and customers you get from your blog as a whole, as well as drill down and see exactly how many leads and customers you are getting from each blog post.
4 example reports you can run when you capture UTM parameters in Wix
If you are using Attributer to capture UTM parameters in Wix, then you should be able to send the data into your CRM or a spreadsheet and runs reports similar to the following:
1. Leads by Channel
Because Attributer captures the source of all your leads (not just those from paid ad campaigns), you can build reports like the one above that show how many leads you're getting each month, broken down by channel.
This kind of report makes it easy to see which channels are driving the most leads, so you can make smarter decisions about where to invest your marketing budget.
For instance, if you notice that most of your leads are coming from Organic Search but the bulk of your budget is going to paid ads, it might be worth shifting some of that spend towards SEO instead.
2. Leads by Facebook Ads Network
If you're running ads across Meta's different networks (like Facebook, Instagram, and Messenger), the report above helps you see which one is generating the most leads.
With this insight, you can adjust your targeting to focus more on the networks that are delivering the best results, helping you bring in more leads while keeping your cost per lead down.
3. Customers by Google Ads campaign
The report above shows how many customers you're acquiring each month from each of your Google Ads campaigns.
It helps you see which campaigns are actually bringing in paying customers, rather than just generating clicks and visitors that never convert.
With this data, you can optimise your Google Ads spend by directing more budget and A/B testing efforts towards the campaigns that are driving real results.
4. Revenue by Keyword
By including the keyword in the UTM parameters appended to your Google Ads (which is easy to do using tracking templates), you can gather information about the keywords your leads are searching for to find your website.
This data is useful in multiple ways, such as identifying the keywords that should be prioritized for higher bids in Google Ads and determining the keywords that deserve greater focus in your SEO strategy.
Helping Non Plus Ultra understand the ROI of their digital marketing campaigns
Non Plus Ultra (NPU Events) is a company that transforms iconic properties, like the Palace of Fine Arts in San Francisco and Sports Castle in Denver, into unique event spaces.
They were running Google Ads, Facebook Ads, and other campaigns to drive bookings for these venues. While Google Analytics showed them how many visitors each campaign was sending, they had no way of knowing which campaigns were actually turning into event bookings.
That's when they started using Attributer.
Now, every time someone submits their event booking form, Attributer automatically captures where that lead came from and passes the data into their CRM alongside each new lead.
With this information, the NPU team could finally draw a clear line between their marketing campaigns and actual revenue. Instead of relying on website visitor numbers alone, they could see how many leads from each campaign went on to book an event, how much revenue those bookings generated, and whether each campaign was delivering a positive return on investment.
The result? The NPU team can now see exactly which ad platforms, campaigns, and ads are generating the most leads and event bookings, and can make much smarter decisions about where to allocate their ad spend.
“Attributer allows us to go beyond just measuring form completions in Google Analytics and truly understand which of our marketing initiatives are generating event bookings and revenue."
Maria Redin - COO, Non Plus Ultra
Wrap up
If you want to understand which marketing channels and campaigns are actually generating your leads and customers, Attributer is a great solution.
It goes beyond just capturing UTM parameters. It also tracks leads from organic channels like Organic Search, Organic Social, and Referral, giving you full visibility into where every single lead comes from.
Want to see what Attributer can do for your business? Get started with a 14 day free trial and have it up and running on your Wix site 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.