4 simple steps to get UTM Parameters into Microsoft Dynamics CRM
Use Attributer to pass UTM parameters into Microsoft Dynamics 365 with every new lead, giving you full visibility into which channels and campaigns are generating your leads and customers.
You can track UTM parameters in Microsoft Dynamics 365 using Attributer. Simply add hidden fields to your forms, Attributer writes the data into them, and it gets captured by your form tool and can be passed to Dynamics 365. It even captures information on leads that come from organic channels (like Organic Search, Organic Social, etc).
Are you wasting your marketing budget on the wrong campaigns?
There's a famous saying in advertising that goes' Half of my advertising budget is wasted. I just don't know what half'
Fortunately for you, this can be avoided by tracking your marketing campaigns in your CRM. By passing UTM parameters, landing page data, and other marketing channel information into your CRM you can report on what campaigns drove leads, customers & revenue.
Here’s how Attributer can help you capture UTM parameters in Microsoft Dynamics CRM.
4 steps for capturing UTM parameters in Microsoft Dynamics CRM
Using Attributer to capture UTM parameters in Microsoft Dynamics CRM is easy. Here's how to do it in 4 easy steps:
1. Add the Attributer code to your website
Once you start your 14-day free trial of Attributer, you'll receive a small piece of code to place on your website.
How you install it will depend on your website builder (WordPress, Webflow, Squarespace, etc.), but most platforms let you do it through the settings area.
And if you get stuck, Attributer's documentation has detailed step-by-step guides for all the major website builders.
2. Add hidden fields to your forms
After that, you'll need to add hidden fields to the forms on your website. These fields won't be visible to your visitors, but they sit in the background and allow tools like Attributer to write data into them.
You'll need to add these 6 hidden fields:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
If you're using a form builder like Gravity Forms, WP Forms, Typeform, or similar, you can simply drag a 'Hidden' field type into your form.
3. Attributer automatically completes the hidden fields with UTM data
With everything in place, Attributer will automatically fill in the hidden fields each time a visitor completes a form on your website.
To show you what this looks like in practice, imagine you're a marketer at a law firm. A potential client searches Google for "estate planning lawyer Denver," clicks on one of your paid search ads, browses your site, and submits a form to book a consultation. Based on the UTM parameters you've added to that ad, Attributer would populate the hidden fields as follows:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Estate Planning Campaign
- Channel Drilldown 3 = Estate Planning Lawyer Ad
On top of that, Attributer also captures the page they first arrived on:
- Landing Page = www.jonesfamilylaw.com/services/estate-planning
- Landing Page Group = Services
4. UTM parameters are passed into Microsoft Dynamics CRM
When the visitor submits the form, the UTM data that Attributer wrote into the hidden fields is captured by your form tool alongside the information the lead entered (like their name, email, phone number, etc.).
From there, it can be passed into Microsoft Dynamics 365 through your form tool's native integration or a connector like Zapier or Make.
Once the data is inside Dynamics 365, you can use it to build reports that show exactly where your leads are coming from, which channels and campaigns are converting into customers, how much revenue each campaign has generated, and more.
What is Attributer?
Attributer is a small piece of code that sits on your website. When a visitor arrives, it analyses how they got there and categorises them into a standard marketing channel (like Paid Search, Paid Social, Organic Search, etc.), storing that data in their browser.
Then, when they complete a form on your site, that channel information gets captured by your form tool and can be passed into Microsoft Dynamics 365 along with their contact details.
Attributer was created by Aaron Beashel, a B2B marketing consultant who saw the same issue over and over with his clients: they could track how many visitors their campaigns were sending in Google Analytics, but they had no way to connect those visitors to actual leads and customers.
"I originally built it to use on my client's websites, but after a while, I realized it could be useful for businesses everywhere."
Why using Attributer is better than capturing raw UTM parameters
There are other tools out there that simply capture raw UTM parameters and pass them into Microsoft Dynamics 365. But Attributer goes further than that.
Here's why it's the best:
1. Captures all traffic
Attributer gives you attribution data for ALL your leads, not just the ones who arrive from paid ads with UTM parameters.
So even if someone finds your site through Organic Search, Organic Social, Direct traffic, Referral, or any other channel, Attributer will still pass that information into Microsoft Dynamics 365.
This means you can build reports that show where every single lead is coming from, not just those from your paid campaigns.
2. Works across pages & sessions
Most other UTM tracking tools only work if the visitor completes the form on the same page they first landed on. If they browse to another page before filling out a form, 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 into Microsoft Dynamics 365.
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 Microsoft Dynamics 365, you can send them back to the ad platform as offline conversions at key points in your sales process (such as when a lead becomes a paying customer).
This means that instead of optimising your campaigns around form submissions or thank-you page visits, you can feed your ad platforms data about your actual customers, which tends to produce much better results.
4. Captures landing page data as well
In addition to the channel data, Attributer also collects the landing page and subdirectory for each user.
For example, if a user lands on attributer.io/blog/capture-utm-parameters, Attributer will capture the page URL (attributer.io/blog/capture-utm-parameters) and the subdirectory or category (/blog).
Now you can determine which pages and subdirectories generate the most leads and ROI – a powerful feature for marketers wanting to learn exactly where to focus future marketing budget, effort and resources.
4 example reports you can run when you capture UTM parameters in Microsoft Dynamics 365 CRM
If you're using Attributer to capture UTM parameters with your website forms, you can send the data into Microsoft Dynamics 365 and build reports like the following:
1. Leads by Channel
This report shows how many leads you're getting each month, broken down by the channel they came from (Organic Search, Paid Search, Paid Social, etc). It's only possible because Attributer captures the source of all your leads, not just those from paid campaigns.
It helps you see which channels are performing best and where to focus your budget for the biggest impact.
2. Leads by Meta Ads Network
When you run Meta Ads, your campaigns can show across multiple networks (Facebook, Instagram, Messenger, etc.).
This report breaks down how many leads each network is generating, so you can shift your budget toward the ones delivering the best results.
3. Customers by Google Ads campaign
This report shows how many customers your Google Ads campaigns have brought in each month, broken down by campaign.
It helps you see which campaigns are actually converting into customers, so you can double down on the ones that are working and cut back on those that aren't.
4. Revenue by Keyword
If you put the keyword in the UTM parameters behind your Google Ads (which is easy to do using tracking templates), then you can capture the keyword each of your leads are coming from.
With this insight, you can increase bids on the ones that are driving real revenue for your business, and ultimately get more customers and revenue from them.
How Attributer helped Harris Federal Law track which Google Ads are truly generating customers & revenue
Harris Federal Law Firm is a legal firm in Washington D.C that helps federal employees secure their benefits.
They use Google Ads to attract new customers and were tracking how many website visitors their ads were generating in Google Analytics, but they weren't able to determine how many leads and customers were coming from the ads.
That’s when they decided to use Attributer.
Now, whenever someone fills out a form, Attributer automatically writes all the attribution details (like campaign, ad group, ad, and search term) into hidden fields on their form, and it is sent to their CRM with each new lead.
With the data coming, the team was able to run reports in their CRM that showed which campaigns were driving actual leads and customers (as opposed to just website visitors that never converted).
They discovered that some of their display campaigns, which were sending heaps of website visitors, were actually producing very few paying clients. With that knowledge, they shifted budget into the search campaigns that were performing best.
The result was more customers, better use of ad spend, and the confidence that every dollar was being put to work in the right place.
"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
Wrap up
If you're looking for a way to capture UTM parameters in Microsoft Dynamics 365, Attributer is a great solution.
It captures and passes UTM data into Dynamics 365 with each new lead, and it also gives you attribution data on leads from organic channels like Organic Search, Organic Social, Referral, and more.
Best of all, it's free to get started and usually takes less than 10 minutes to set up. Claim your 14-day free trial 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.