The best way to capture UTM parameters in Jotform

Implement this method of capturing UTM parameters in Jotform so that you know what marketing campaigns are driving leads, customers & revenue.

Capture analytics data in forms

The key to growing any successful marketing strategy is knowing which marketing channels, content, and campaigns generate the most leads and deliver the best ROI.

If you can't measure what's working, you'll waste time and money on marketing efforts that don't work while not taking full advantage of channels that deliver results.

To measure success, you must track the source of every lead and opportunity in your CRM. This way, you can run reports to determine which campaigns, content & channels are working all the way through to customers & revenue (as opposed to just what's driving website visitors).

In this article, we'll show you the best way to capture valuable UTM parameters in Jotform and send them to your CRM, email marketing software, or other marketing tools.

4 steps for capturing UTM parameters in Jotform

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

1. Add UTM variables to your ads

Dropbpox UTMs

Firstly, you need to start using UTM parameters for every ad and campaign you're currently running. Most marketers do this anyway, but if you're not using UTM links, then you're missing out on a powerful tool to measure your marketing efforts.

Add UTM parameters to paid ad campaigns (Facebook, LinkedIn, Instagram, Twitter, Google, Bing, etc.), social media bios, blog posts, guest blogs, trade publication campaigns, and email marketing, to name a few. Wherever you link to your website or sales funnel, make sure you're using UTM links.

Attributer will use these UTM parameters to assign tracking data to the leads you capture in Jotform and send those parameters to your CRM.

2. Add hidden fields to your forms

Add Hidden fields

Once you have UTM parameters set up for every marketing campaign, you need to capture that data in Jotform so that Attributer can assign tracking data to users.

Luckily, Jotform makes it really easy to create hidden fields.

  1. Create a ""Short Text Entry"" field (you'll need a total of six for Attributer).
  2. Right-click on the ""Short Text Entry"" field and select ""Hide.""

Alternatively, you can use the Jotform properties for each field.

  1. Left-click a field to select it.
  2. In the right column, click "Properties" and "Advanced"
  3. Scroll down to "Hide Field" and toggle the switch to "On" to hide the field.

You'll need to add the following six fields for Attributer's UTM parameters:

  • 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

Now that you have added hidden fields to your Jotform, Attributer will automatically complete the hidden fields with UTM parameters associated with each user who fills out a form.

The hidden fields don't appear on the form, so don't worry about users seeing any of this data. Your Jotform forms and website will still work the same as before.

Let's take a look at a quick example using a Dropbox demo signup. A user searches for "ways to share large files" and the search engine displays a Dropbox ad in the paid results.

The user clicks the Dropbox ad and fills out a form on the landing page to request a demo.

When the user is filling out the form, Attributer auto-completes the hidden fields with UTM parameters that might look something like this:

  • Channel = Paid Search
  • Channel Drilldown 1 = Google
  • Channel Drilldown 2 = Brand Campaign
  • Channel Drilldown 3 = Dropbox

In addition to the referral information, Attributer will also include the landing page and landign page group, so you know precisely how that lead arrived at your website.

Those hidden fields would look something like this:

  • Landing Page =
  • Landing Page Group = Features

4. UTM parameters are captured by Jotform

UTM data sent to CRM

Lastly (and most importantly), when a user submits a Jotform, all the UTM parameters and landing page data from Attributer are submitted too.

Once the user's data is captured, you can use Jotform's integrations or Zapier send it to your CRM, email marketing tool, and other marketing tools you might use.

Those Attributer fields will now appear in your CRM alongside each lead, meaning you can run reports that show you how many leads you got from a particular campaign, how many customers, how much revenue was generated, etc.

What is Attributer?

The steps above show how marketers can leverage the power of Attributer to capture UTM parameters in Jotform and analyze valuable tracking data in your CRM.

But how does Attributer do this? Glad you asked. Attributer is a piece of code you place on your website that collects visitor's data like UTM parameters, HTTP referrer information, device, etc., and stores it in the visitor's browser as a cookie.

Based on this visitor data, Attributer then categorizes each user into channels like Paid Search, Organic Search, and Paid Social, to name a few examples.

When a user fills out any Jotform with those six hidden fields added to it, Attributer uses the visitor's cookie data to complete the hidden fields. When the user submits the Jotform, the Attributer data goes along with it.

Attributer was created by Aaron Beashel, a B2B marketing consultant who needed a tool to identify which channels were actually turning visitors into leads and customers.

Why using Attributer is better than capturing raw UTM parameters

Many professional marketers might be asking, "but there are other tools available for capturing UTM parameters in Jotform, why use Attributer?""

Well, Attributer does more than just capture UTM parameters; it does a whole lot more behind the scenes.

1. Captures all traffic

Attributer will capture ALL sources of traffic sources to your website (i.e., Organic Social, Organic Search, Direct, Referral, etc.), not just the users who have followed a link with UTM parameters.

Other tools only check for UTM parameters; with Attributer, you have more accurate and precise tracking data about ALL of your leads (including those from Organic Search, Organic Social, etc).

2. Provides cleaner data

UTM parameters can often be messy and inconsistent. So, Attributer also cleans tracking data making it easier to store and analyze.

For 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.

The problem with these UTM parameters is that your CRM will identify three different sources rather than one. Attributer is designed to recognize capitalization and other inconsistencies and will ascribe leads to Paid Social regardless.

3. Captures landing page data as well

Attributer also captures data about the landing page and landing page group a user lands on.

For example, if a user lands on the blog post, Attributer will capture the actual landing page (I.e. and the landing page group (/blog).

When you run lead reports in your CRM, you can find out which pages (blog posts, landing pages, etc.) and which landing page groups (/blog, /podcast, etc.) perform the best in terms of generating leads, customers & revenue.

This reporting is vital because if your blog posts collectively generate more leads than your paid ads, it would make sense to spend more on blog content and reduce ad spend.

Wrap up

As you can see, Attributer does more than capture UTM parameters; it's an essential tool for marketers to learn which campaigns generate the most leads and deliver the highest ROI.

Stop guessing about which campaigns generate the best leads and stop wasting time on poor-performing marketing strategies. Get started with Attributer for FREE today.

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