4 simple steps to capture UTM parameters in Metform

Learn how to capture UTM parameters (and other lead source data) in Metform so you can track where your leads and customers are coming from.


While Google Analytics offers insights into website traffic, it doesn't provide a complete view of lead and sales conversions.

In this article, we'll introduce you to Attributer, a powerful tool that seamlessly captures UTM parameters within MetForm. By effectively tracking the source of each lead, you can unlock valuable insights to evaluate the performance of your marketing campaigns and make informed decisions to optimize your strategies.

4 steps for capturing UTM parameters in MetForms

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

1. Add UTM parameters to your ads

UTM's on Google Ads

To ensure accurate tracking and analysis of your paid advertising campaigns, it is crucial to incorporate UTM parameters across various channels. Whether you're running ads on LinkedIn, Instagram, Twitter, Facebook, Bing, Google, or other platforms, including UTM parameters is essential. This allows you to gain valuable insights into the effectiveness of your campaigns, make data-driven decisions, and optimize your advertising strategies for better results.

2. Add hidden fields to your forms

Step 2

The next step in leveraging Attributer is to integrate hidden fields into your website's forms powered by MetForm. Hidden fields, as the name suggests, remain unseen by site visitors but play a crucial role in capturing and including information such as UTM parameters. By incorporating hidden fields into your MetForm forms, you ensure the collection of valuable data for accurate tracking and analysis.

To fully utilize Attributer, make sure to include the following hidden fields:

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

By including these hidden fields, you can gather essential data about the sources and landing pages of your leads, enabling you to gain valuable insights and optimize your marketing efforts effectively.

3. Attributer automatically completes the hidden fields with UTM data

Step 5

Once the hidden fields are properly set up in your MetForm, Attributer seamlessly takes on the task of tracking the origins of your website visitors. When visitors complete a form on your site, Attributer automatically populates the hidden fields with the relevant information.

Let's illustrate this with an example. Imagine you are the marketing lead at Olmo Software. Suppose someone searches for your company name on Google, clicks on one of your ads, explores your site, and fills out a demo request form.

Attributer utilizes the UTM parameters you have added to your ads to populate the hidden fields. Here's an example of how it may appear:

  • Channel: Paid search
  • Channel Drilldown 1: Google
  • Channel Drilldown 2: Brand campaign
  • Channel Drilldown 3: Olmo Software

In addition to this, Attributer also captures the visitor's initial landing page and includes it in the hidden fields. For Olmo Software, it might look like this:

By capturing and consolidating this information, Attributer empowers you with comprehensive data about the sources, channels, and landing pages associated with each form submission. This valuable insight allows you to evaluate the effectiveness of your marketing efforts and make informed, data-driven decisions to optimize your strategies.

4. UTM parameters are captured in MetForm

Step 4

When a lead submits a form through MetForm, not only does it capture their provided information like name, email, and company, but it also records the UTM parameters stored in the hidden fields.

This collected data can be seamlessly integrated into your CRM system using MetForm's native integrations or third-party tools. Additionally, it can be utilized in email notifications sent by MetForm, exported to a spreadsheet for further analysis, or effortlessly transferred to other platforms via Zapier.

By incorporating this data into your CRM, leveraging email notifications, or exporting it to compatible platforms, you can effectively manage and utilize the UTM parameter information captured by MetForm. This empowers you to gain deeper insights into your leads, track the performance of your marketing campaigns, and streamline your overall data management process, enabling data-driven decision-making and enhancing operational efficiency.

What is Attributer?

Attributer offers a seamless solution that can easily be implemented on your website. Upon a visitor's arrival, Attributer analyzes various technical details, similar to Google Analytics, to determine the source of their visit.

Based on this analysis, Attributer categorizes visitors into distinct channels such as Paid Search, Paid Social, and Organic Search, and securely stores this information in a browser cookie. This ensures the retention of important details like UTM parameters as visitors navigate your site.

When a visitor completes a MetForm on your site, Attributer automatically populates the hidden fields of the form with relevant UTM parameters and attribution data. This valuable information, combined with the lead's provided details (such as name, email, and company), is captured and stored for further analysis.

Initially developed by a marketing consultant who sought a more precise understanding of the channels generating the highest number of leads and customers for clients, Attributer provides a superior alternative to simply tracking visitor numbers from each campaign.

Today, Attributer is trusted by thousands of websites, empowering them with attribution data for over 7 million monthly visitors. Its widespread usage highlights its effectiveness in delivering valuable insights into visitor sources and enabling well-informed marketing decisions.

Why You Should Use Attributer to Capture UTM Parameters in MetForm

Attributer is the best way to capture UTM parameters in MetForm. Here's why:

1. Captures the source of all leads

Attributer unlocks comprehensive lead attribution in MetForm.

Attributer goes beyond tracking UTM parameters from paid ad campaigns and provides comprehensive attribution information for all your leads, including those originating from organic channels like Organic Social, Organic Search, Direct, Referral, and more.

By offering insights into the complete spectrum of lead sources, Attributer equips you with a holistic understanding of the channels that truly drive valuable leads and customers to your business. This valuable knowledge enables you to make well-informed decisions when it comes to your growth strategies.

For instance, imagine you discover that your SEO efforts generate a higher number of leads compared to your Google Ads campaigns. With Attributer's attribution data, you gain a clear indication of the potential benefits of allocating more resources towards SEO initiatives. Armed with this knowledge, you can optimize your marketing investments by leveraging the channels that demonstrate the most significant impact on lead generation and customer acquisition. Attributer empowers you to maximize the effectiveness of your marketing efforts and achieve optimal results in your business growth, even when using MetForm.

2. Remembers the UTM parameters as visitors browse your site

Using the old methods of capturing UTM parameters in MetForm, the presence of parameters in the URL of the specific page where the form is filled out is relied upon. However, this approach often leads to inaccurate data when measuring the number of leads generated from different campaigns.

Let's consider a scenario where a visitor clicks on one of your Google Ads and lands on your homepage. They then proceed to click the "Get A Quote" button and navigate to the Quote Request page to complete the form.

Without the aid of Attributer, the UTM parameters would go uncaptured because the page where the lead submits the form is different from the initial landing page.

Thankfully, Attributer operates differently. It securely stores the UTM parameters in a cookie within the visitor's browser, ensuring their capture in MetForm regardless of the specific page where the form is completed. This innovative approach guarantees accurate and reliable attribution data, allowing you to gain a comprehensive understanding of your campaign performance and lead generation across various touchpoints on your website.

With Attributer, you can confidently rely on precise attribution data to make data-driven decisions, optimize your marketing strategies, and unlock the full potential of your campaigns. Say goodbye to inaccurate data and embrace the power of Attributer for accurate lead attribution in MetForm.

3. Provides cleaner data

Using alternative methods to capture UTM parameters in MetForm may lead to unreliable and complicated data in your reports.

For instance, let's say you have labeled some of your Google Ads campaigns with UTM_Source=google ads, others with UTM_Source=google, and a few with UTM_Source=adwords (which is common when different individuals or agencies manage your ads over time).

If you were employing a different method to capture these UTM parameters, your reports would display three separate lead sources. Consequently, you would need to manually consolidate them to determine the total number of leads originating from your Google Ads campaigns.

Thankfully, Attributer was specifically designed to address this issue. It takes into account potential inconsistencies in your UTM parameters, such as variations in capitalization and different naming conventions. By doing so, Attributer accurately attributes leads to the appropriate channel, such as Paid Search in this scenario. This ensures that your reports are precise, cohesive, and easily understandable, providing you with valuable insights into the performance of your marketing campaigns. With Attributer and MetForm, you can trust that your UTM parameter data is captured accurately and effortlessly, saving you time and ensuring the reliability of your reports.

4. Captures landing page data for better lead and customer analysis

In addition to capturing Google Ads data, Attributer also collects the landing page URL (e.g., https://attributer.io/blog/capture-utm-parameters-Metform) and landing page group (e.g., /blog).

This comprehensive data allows you to generate detailed reports that highlight the number of leads and customers generated from specific sections of your website, such as your blog.

Moreover, Attributer takes your analysis to the next level by providing insights into the number of leads and customers generated by each individual blog post. This level of detail offers valuable information on the performance and effectiveness of your content, enabling you to optimize your strategies and focus on generating more leads and conversions from your blog.

With Attributer integrated with MetForm, you have the tools at your disposal to gain a deeper understanding of how your website impacts lead generation and customer acquisition. This knowledge empowers you to make data-driven decisions and achieve greater success in your marketing efforts.

Wrap up

Attributer is an invaluable tool for capturing UTM parameters in MetForm, but its capabilities go far beyond that. It also provides essential insights into leads originating from organic sources such as Organic Search, Organic Social, Referral, Direct traffic, and more.

This comprehensive view gives you a broader perspective on the origins of your leads and customers, empowering you to make informed decisions when it comes to growing your business.

Curious to experience the benefits firsthand? Attributer offers a generous 14-day free trial, giving you the opportunity to evaluate if it's the right tool for your needs. Don't miss out on this chance to kick-start your trial today! With Attributer and MetForm, you can uncover valuable insights and maximize the effectiveness of your lead generation strategies.

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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.