If you’re running ads or driving traffic from multiple marketing channels, it’s absolutely crucial to understand exactly where your leads and customers are coming from. But if you’re using Tally Forms and not capturing UTM parameters or lead source data, you might be you might lack visibility into your marketing ROI. when it comes to measuring your marketing ROI.
In this guide, we’ll walk you through a simple way to capture UTM parameters and track the source of every lead using hidden fields in Tally Forms—so you can finally get clarity on what’s working, what’s not, and where to double down.
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Why Capturing UTM Parameters Matters
Whether your marketing campaigns span Google Ads, Facebook Ads, email newsletters, or organic SEO, UTM parameter tracking gives you the visibility you need. When you capture UTM parameters directly in your lead forms, you unlock the ability to:
- Track which campaigns generate the most leads
- Identify high-converting traffic sources
- Attribute revenue to specific channels
- Optimize your marketing spend
Without UTM tracking, you’re left in the dark, making decisions based on guesswork rather than data.
Thankfully, using a tool like Attributer with Tally Forms makes capturing UTM parameters and the full source of leads seamless. Let’s walk through how to set it up.
Step 1: Add UTM Parameters to Your Marketing Campaigns
First, ensure you include UTM parameters: you need to include UTM parameters in the URLs you use in your marketing campaigns.
This applies to:
- Paid search campaigns (e.g. Google Ads, Bing Ads)
- Paid social campaigns (e.g. Facebook, Instagram, LinkedIn, Twitter)
- Email marketing efforts
- Referral or partner promotions
- Display advertising and sponsored content
These UTM tags help track where your visitors originated, which campaign brought them in, and which keywords or creatives they interacted with.
Step 2: Insert Hidden Fields into Your Tally Form
Now that your campaigns are tagged, you’ll want to capture that UTM data when a lead fills out your form.
This is where hidden fields come in.
Tally makes this super simple. While editing your form, just type /hidden and select “Hidden Field” from the dropdown. Add the following fields:
- Channel (e.g. Paid Search, Organic Social)
- Channel Drilldown 1 (e.g. Google, Facebook)
- Channel Drilldown 2 (e.g. Campaign name)
- Channel Drilldown 3 (e.g. Ad Group or Keyword)
- Landing Page
- Landing Page Group
These fields won’t be visible to visitors, but they’ll silently store data that tools like Attributer populate automatically.
Step 3: Use Attributer to Auto-Fill Hidden Fields with UTM & Lead Source Data
Once your hidden fields are in place, Attributer does the heavy lifting.
It automatically tracks how each visitor arrived at your site, parses UTM parameters, and writes the appropriate values into your Tally form fields.
Let’s say you’re working at a company called Nimbus Analytics. Someone Googles “Nimbus Analytics,” clicks on your paid search ad, visits your site, and requests a demo.
When they submit the form, Attributer automatically populates fields such as:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = Nimbus Analytics
- Landing Page = http://www.nimbusanalytics.com/demo
- Landing Page Group = Demo Pages
This approach isn’t limited to paid campaigns, either. Attributer also captures organic sources, like Organic Search and Organic Social—giving you a complete view of your traffic mix.
Step 4: Lead Source & UTM Data Captured in Tally, Ready to Sync Everywhere
When the lead hits “submit,” all of the UTM parameters and lead source data are captured in Tally Forms along with the rest of their information (name, email, company, etc.).
You can now:
- Push the data to your CRM (like Salesforce, HubSpot, or Pipedrive)
- Store it in a spreadsheet for analysis
- Trigger marketing automation based on the source
- Receive it via email notification
The data can then be used to run powerful reports that reveal:
🧭 1. Leads by Channel
Break down lead generation by traffic type: Paid Search, Paid Social, Organic Search, Referral, etc.
📈 2. Customers by Campaign
See which campaigns are converting—not just driving clicks.
💰 3. Revenue by AdSource
Tie actual revenue back to the originating ad campaign, creative, or keyword.
This makes it significantly easier to prove ROI, allocate budget intelligently, and scale successful strategies.
Bonus: Why Tally + Attributer Is a Perfect Match for Growth Teams
There are many ways to track UTM parameters, but few solutions are as seamless as Tally + Attributer
Why?
- Tally offers an intuitive, code-free form builder
- Attributer captures UTM data + organic source info (not just paid)
- Setup takes minutes, no devs required
- Works across your entire marketing stack
So instead of cobbling together scripts or manually tagging everything, you get clean, consistent source tracking baked into every form submission.
Final Thoughts: Start Capturing UTM Parameters in Tally Today
If you’re serious about scaling your marketing, you need visibility into what’s driving results. Capturing UTM parameters and tracking the true source of leads is a simple but essential step—and with Tally and Attributer, it’s easier than ever.
You’ll get clear answers to key questions like:
- Which channels are actually converting?
- What campaigns bring in paying customers?
- Where should we invest more budget?
Best of all, setup takes less than 30 minutes.
👉 Ready to get started? Try Attributer free for 14 days and see how it helps you capture UTM parameters and unlock growth insights from your Tally Forms.
Ready to Transform Your Analytics?
Start your 14-day Attributer trial today—no credit card required. Implement tracking in under 10 minutes and unlock your first campaign report by tomorrow.