How to send UTM parameters into Zoho CRM
Use Attributer to capture UTM parameters in Zoho CRM so you can see what campaigns, ads, keywords, etc. are generating your leads and customers.
Use Attributer to track UTM parameters in Zoho CRM. Simply add hidden fields to your forms, Attributer writes the data into them, and they care captured with the form submission and can be sent to Zoho CRM. 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 actually responsible for bringing in most of your leads and customers?
If not, there's a good chance you're burning through your marketing budget without knowing what's working and what isn't.
The good news? There's a solution.
By capturing UTM parameters from your campaigns and passing them into Zoho CRM alongside each new lead, you can run reports that show you exactly which channels and campaigns are generating leads, customers, and revenue.
In this article, we'll walk you through how to use Attributer to capture UTM parameters in Zoho CRM.
4 steps for capturing UTM parameters in Zoho CRM
Using Attributer to capture UTM parameters in Zoho CRM is easy. Here's how to do it in 4 easy steps:
1. Add the Attributer code to your website
When you sign up for a 14-day free trial of Attributer, you'll get given a small snippet of code to add to your website.
Depending on what website builder you use (WordPress, Webflow, Squarespace, etc) the process will look a bit different, but generally you can add it via the settings section of your site.
If you need help, you can find full step-by-step instructions for adding the code in various website builders here.
2. Add hidden fields to your forms
Next, you need to add hidden fields to the lead capture forms on your website.
Hidden fields are invisible to anyone filling out your form, but they still exist in the form's code, which means tools like Attributer can write data into them without visitors ever seeing it.
The hidden fields you need to add are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Most form builders (like Zoho Forms, Jotform, Webflow Forms, and others) make this pretty straightforward. You can usually just drag a "Hidden Field" element into your form, or flip a setting on an existing text field.
3. Attributer automatically completes the hidden fields with UTM data
Now that everything is set up, Attributer will start populating the hidden fields with UTM data each time someone completes a form on your site.
To show you how it works in practice, imagine you run a tax advisory firm and you're running Google Ads to attract new clients. A potential customer searches for "small business tax advisor" and clicks on one of your ads. They land on your website and fill out a contact form. Attributer would write the following into the hidden fields:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Small Business Campaign
- Channel Drilldown 3 = Tax Advisor Ad
It would also capture the page they landed on when they first arrived:
- Landing Page = www.yourtaxfirm.com/services/small-business
- Landing Page Group = /services
When the visitor submits the form, all of that data gets captured by your form tool alongside the lead's name, email, phone, etc.
4. UTM parameters are passed into Zoho CRM
Finally, when a visitor submits the form, all of the channel and landing page data Attributer captured from the UTM parameters gets passed into Zoho CRM alongside the lead's contact details like their name, email, phone number, and company.
The data can be mapped to any object in Zoho CRM, including Leads, Contacts, Accounts, and Deals.
What is Attributer?
From the steps above you probably have a rough sense of how Attributer works, but let's go a bit deeper.
At its core, Attributer is a small piece of code that sits on your website and tracks where your visitors are coming from. When someone lands on your site, it looks at technical details like UTM parameters, HTTP referrer data, and more to figure out exactly how they got there. It then sorts each visitor into a marketing channel (like Paid Search, Organic Search, or Paid Social) and stores that information in their browser.
Then, when that visitor fills out a form on your site, Attributer writes all of that channel and campaign data into the hidden fields you added in step 2.
When the form is submitted, that data is captured by your form tool alongside the lead's name, email, phone number, and other details they entered. From there, you can send it into Zoho CRM using your form builder's native integration or third-party integration tools like Zapier.
Attributer was originally built by B2B marketing consultant Aaron Beashel, who kept running into the same problem with his clients: they could see how many website visitors their campaigns were generating, but had no way of knowing which ones were actually turning into leads and customers.
Why using Attributer is better than capturing raw UTM parameters
We know other tools are available for capturing UTM parameters in Zoho CRM, so why choose Attributer?
Because Attributer does a whole lot more than simply capturing raw UTM parameters. This includes:
1. Captures all traffic
Unlike some tools that only track paid traffic, Attributer captures attribution data for all of your leads.
Whether someone arrives from Organic Search, Organic Social, Direct, Referral, or a paid ad campaign, Attributer picks it up and passes it through to Zoho CRM.
That means you always know where every lead came from, not just the ones coming from your paid ads.
2. Remembers the data
Most other methods for capturing UTM parameters in Zoho CRM only work if the visitor fills out your form on the same page they originally landed on.
To see why that's a problem, imagine someone clicks one of your Google Ads and arrives on your homepage. They like what they see, hit the "Get A Quote" button, and get taken to a separate page to complete the form. Because the form is on a different page from where they first landed, the UTM parameters are lost, and nothing gets passed into Zoho CRM.
Attributer solves this by storing the UTM parameters in the visitor's browser as soon as they land on your site. That means no matter which page they end up filling out a form on, the original UTM data is always captured and passed through to Zoho CRM.
3. Capture's Click ID's
Attributer also captures click IDs like the Google Click ID (GCLID), Microsoft Click ID (MSCLKID), and Facebook Click ID (FBCLID) with each form submission and passes them into Zoho CRM alongside the rest of the attribution data.
Once those click IDs are in Zoho CRM, you can send them back to the relevant ad platform as an offline conversion at a key point in your sales process, like when a lead signs a contract or becomes a paying customer.
That means, instead of optimising your ad campaigns around thank-you page visits or form submissions, you can feed the platforms data on actual customers and revenue, which leads to much smarter campaign optimisation over time.
4. Captures landing page data as well
Have you ever wanted to see how many leads and customers come from your blog posts? Or from those in-depth content pieces, you spent countless hours writing?
Not only does Attributer capture 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).
That means you can see precisely how well certain sections of your website are performing (I.e. your blog) to generate leads, customers & revenue.
Because Attributer captures both the landing page and its groups, you can look at how whole content groups are performing (I.e. your blog) along with how individual pages or pieces of content are performing (I.e. individual blog posts).
4 example reports you can run when you capture UTM parameters in Zoho CRM
Before building Attributer, I spent more than 15 years in marketing and analytics, building reports for companies of all shapes and sizes.
Over those years, I built hundreds of reports to track which campaigns, ads, etc. were performing best, and naturally I ended up finding some key reports that were particularly useful.
Here are a few of those reports. Once you have Attributer capturing UTM parameters in Zoho CRM, you can build all of these yourself.
1. Leads by Channel
This report breaks down how many leads you're getting each month by the channel they came from, whether that's Organic Search, Paid Search, Paid Social, or something else entirely.
The insight it delivers is genuinely useful. If you're pouring most of your budget into Paid Search but the data shows that Organic Search is consistently driving more leads, that's a pretty clear signal that there's a bigger opportunity you're not fully capitalising on.
2. Leads by Meta Ads Network
When you run Meta Ads, your campaigns can show up across Facebook, Instagram, Messenger, and other networks within the Meta ecosystem.
This report breaks down how many leads each of those networks is generating each month so you can see exactly where your results are coming from.
That kind of visibility makes budget decisions a lot easier. If Instagram is consistently delivering more leads than Facebook at a lower cost, you have the data you need to shift spend accordingly and get more out of every dollar you put in.
3. Customers by Google Ads campaign
This report shows how many customers you've got each month from Google Ads, broken down by the specific campaign they came from.
It's one of the most actionable reports you can run because it gets past vanity metrics like clicks and impressions and shows you which campaigns are actually generating paying customers.
From there, it's straightforward to double down on what's working and stop wasting budget on the campaigns that aren't delivering.
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.
Helping Non Plus Ultra understand the ROI of their digital marketing campaigns
Non Plus Ultra (NPU Events) 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 a range of other campaigns to drive event bookings, and while Google Analytics could tell them how many visitors each campaign was sending to their site, they had no way of knowing which ones were actually generating bookings.
That's when they started using Attributer.
Now, every time someone fills out their event booking form, Attributer automatically captures where that lead came from and passes it into their CRM alongside the lead's contact details.
For the first time, the NPU team could connect their marketing campaigns directly to real revenue. Instead of staring at website traffic numbers, they could see how many leads they got from each campaign, how many went on to book an event, how much those bookings were worth, and whether each campaign was actually delivering a positive return.
They also uncovered something they weren't expecting. Because Attributer tracks the source of all leads and not just those from paid campaigns, they discovered that referral traffic from the websites of the venues they manage was driving a significant number of bookings. It was an insight they never would have found without it.
The result is that the NPU team now has a clear view of which ad platforms, campaigns, and ads are driving the most event bookings, and they can make smarter decisions about where to put their budget.
“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're looking for a simple way to capture UTM parameters in Zoho CRM, Attributer is a great solution.
It doesn't just capture and pass through UTM parameters. It also gives you attribution data on leads coming from channels where UTMs aren't present, like Organic Search, Organic Social, and Referral traffic. So instead of only knowing where your paid leads come from, you get a complete picture of every lead, regardless of how they found you.
Best of all, it's free to get started. Give it a try 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.