A better way to get UTM Parameters into Keap
Use Attributer to capture UTM parameters with each new Contact in Keap, so you can ultimately track which campaigns, ads, keywords, etc., are working best.
Use Attributer to track UTM parameters in Keap. Simply add hidden fields to your forms, Attributer writes the data into them, and they are captured with each form submission and can be sent to Keap. It even gives you information on leads that come from organic channels (like Organic Search, Organic Social, etc).
Do you know which marketing channels and campaigns are responsible for bringing in your leads and customers?
If not, there's a good chance your marketing budget isn't being put to work in the right places.
There is a solution though. By capturing UTM parameters from your campaigns and passing them into Keap alongside each new lead, you can build reports that show you precisely which channels and campaigns are driving leads, customers, and revenue.
In this article, we'll walk you through how to do it using a tool called Attributer.
4 steps for capturing UTM parameters in Keap
Using Attributer to capture UTM parameters in Keap is easy. Here's how to do it in 4 easy steps:
1. Add the Attributer code to your site
When you start your 14-day free trial of Attributer, you'll receive a small piece of code to add to your website. The process looks a little different depending on your website builder (WordPress, Webflow, Squarespace, etc.), but in most cases you can add it through the settings area of your site.
And if you need some help, Attributer's documentation has detailed step-by-step guides for all the major website builders.
2. Add hidden fields to your forms
Next, you'll want to add hidden fields to your lead capture forms (i.e. your Contact Us form, Request A Quote form, free consultation forms, etc).
Here are the hidden fields you need to add:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Most form-building tools (like Contact Form 7, Gravity Forms, Typeform, Jotform, etc) make it straightforward to add hidden fields, and you can find instructions for each one here.
3. Attributer automatically completes the hidden fields with UTM data
With the hidden fields in place, Attributer will automatically start writing UTM parameters into those fields whenever a visitor completes a form. This all happens behind the scenes, so your visitors won't notice a thing.
To show you how it works, let's walk through a quick example. Imagine someone searches Google for "small business accountant near me" and clicks on one of your paid search ads. They land on your website, browse around, and fill out a form to request a consultation.
In the background, Attributer writes the UTM parameters into the hidden fields, so the data looks something like this:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Tax Services Campaign
- Channel Drilldown 3 = Small Business Accountant Ad
Attributer also captures the landing page and its subdirectory:
- Landing Page = www.yoursite.com/services/tax-preparation
- Landing Page Group = Services
4. UTM parameters are passed into Keap
Finally, when a visitor submits one of your forms, the UTM parameters and landing page data that Attributer wrote into the hidden fields are captured alongside the lead's contact details and can be sent to Keap.
If you are using Keap forms, this happens automatically. If you are using a third-party form builder (like Gravity Forms, Jotform, etc) then the data can be sent over using tools like Zapier.
From there, you can run reports that show how many leads and customers each channel or campaign is generating, and work out the ROI of each one.
What is Attributer?
Attributer is a small piece of code that runs on your website.
When a visitor arrives at your website, Attributer looks at technical data about the visit (such as UTM parameters, HTTP referrer information, device, etc.) to figure out where a particular visitor came from.
Based on that technical data, it then categorizes each visitor into a series of channels and stores it in the visitor's browser as a cookie. Examples of those channels include Paid Search, Organic Search, and Paid Social.
Then, when that visitor completes a form on your website, Attributer writes those values to the hidden fields in your form. They are then sent into Keap alongside the details the lead entered into the form (I.e., their name, email, phone, etc.).
Attributer was built by Aaron Beashel, a marketing veteran who saw the need for a tool that could be used to identify which channels were actually turning visitors into leads and customers.
"I originally built it to use on my client's website, but after a while I realised it could be helpful for businesses everywhere."
Why using Attributer is better than capturing raw UTM parameters
We know there are other tools available for capturing UTM parameters in Keap, so why should you choose Attributer?
It's simple. Attributer doesn't only capture raw UTM parameters like most other tools do. It does a whole lot more:
1. Captures all traffic
Attributer tracks where all your website visitors are coming from and passes that information into Keap.
This means you don't just get data on visitors from paid campaigns with UTM parameters. You also get attribution data on leads arriving through organic channels like Organic Search, Organic Social, Direct traffic, Referral, and more.
Because you've got the full picture, you can see where every single lead is coming from, not just the ones from your paid ads.
2. Remembers data across pageviews
Most other UTM tracking tools only work if the visitor completes the form on the same page they originally landed on. If they browse to another page before filling out the form (even if it's just from your Home page to your Contact page), the data is lost.
Attributer solves this by storing the UTM data in the visitor's browser as soon as they arrive on your site. So no matter which page they end up submitting a form on, the original attribution data is always captured and passed through to Keap.
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 form submission.
Once those click IDs are in Keap, you can send them back to the ad platform as an offline conversion at key points in your sales process (like when a contact becomes a paying customer).
This means instead of optimising your campaigns around form submissions or thank you page visits, you can feed the ad platforms data on your actual customers, which can ultimately help you get more customers at a lower cost.
4. Captures landing page data as well
Attributer not only captures UTM parameters and other channel data, but it also captures the landing page (I.e., attributer.io/blog/capture-utm-parameters) 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) to generate leads, customers & revenue.
Since 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) and you can also drill down to see how individual pages or pieces of content are performing (I.e., individual blog posts).
3 example reports you can run when you capture UTM parameters in Keap
If you are using Attributer to capture UTM parameters in Keap, then you should be able to run a variety of different reports to see how your campaigns are performing.
As someone who has been in marketing for over 15 years, I have run hundreds of these kinds of reports and over time came up with a few I always found most helpful. These are those reports:
1. Leads by Channel
This report shows how many leads you're getting each month, broken down by the channel they came from (i.e. Organic Search, Paid Search, Paid Social, etc).
It helps you see which channels are generating the most leads and where to focus your efforts. For instance, if the majority of your leads come from Organic Search but most of your marketing budget goes to Paid Search ads, you could be missing a significant growth opportunity.
2. Leads by Meta Ads Network
When you run Meta Ads, your campaigns can show across multiple networks (Facebook, Instagram, Messenger, and others). This report gives you a breakdown of how many leads each network is generating.
With this information, you can make smarter decisions about where to put your budget. For example, if Instagram is bringing in more leads than Facebook, you might want to shift more of your spend towards Instagram to get the most out of your campaigns.
3. Customers by Google Ads campaign
This report shows how many customers your Google Ads have brought in each month, broken down by campaign.
It gives you a clear picture of which campaigns are actually delivering customers and which ones are falling flat, so you can focus your time and budget on the campaigns that are working and drive even more growth for your business.
Wrap up
If you're looking for a way to capture UTM parameters with each new contact in Keap, Attributer is a great option.
It stores the UTM data as visitors browse your site so nothing gets lost, and it also captures attribution information on leads from organic channels like Organic Search, Organic Social, and more.
With this data, you'll have a much clearer picture of where your leads and customers are coming from and what you need to do to get more of them.
Best of all, there's a 14-day free trial and setup takes less than 10 minutes, so you can get started 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.