The Easiest Way to Capture UTM Parameters in Pipedrive

Identifying the most effective marketing channels and campaigns is crucial for generating leads and sales. Without this information, making informed decisions on impactful marketing strategies becomes challenging.

One way to achieve this is by passing marketing attribution information, such as UTM parameters, landing pages, and other data, into your customer relationship management system. This enables you to create reports that reveal which channels are driving leads, opportunities, customers, and revenue.

In this article, we will show you how to track marketing attribution information, including UTM parameters, in Pipedrive.

Four Steps for Capturing UTM Parameters in Pipedrive

Using Attributer to capture UTM parameters in Pipedrive is straightforward. Here is how you can do it in four easy steps:

1. Add UTM Variables to Your Advertisements

To ensure Attributer can capture UTM parameters, it is essential to include UTM codes in all your advertisements and campaigns.

This applies to advertisements on social media platforms like Facebook, Twitter, Instagram, and LinkedIn, as well as search engines such as Google and Bing. Additionally, make sure to incorporate UTM codes in custom campaigns on other websites and publications, like industry news sites and partner websites.

2. Incorporate Hidden Fields to Your Forms

The next step involves adding hidden fields to your lead capture forms, which may include forms like Contact Us, Request A Demo, and whitepaper download forms. The specific hidden fields to add are:

Most form-building tools, such as Contact Form 7, Gravity Forms, and Wufoo, provide easy ways to add hidden fields.

3. Attributer Automatically Completes the Hidden Fields with UTM Data

When a site visitor submits a form, Attributer writes the UTM parameters into the hidden fields in your form. These are captured alongside the information the lead entered into the form, such as their name, email, and company.

4. UTM Parameters are Passed into Pipedrive

What is Attributer?

The steps outlined above provide an overview of how Attributer functions to transfer UTM parameters into Pipedrive.

For those curious about the technical workings, Attributer is an ingenious code snippet that, when embedded on your website, analyzes technical data such as UTM parameters, HTTP referrer details, and device information to determine the origin of a visitor.

Utilizing this technical data, Attributer classifies each visit into various channels—such as Paid Search, Organic Search, and Paid Social—and saves this information as a cookie in the visitor’s browser.

When the visitor fills out a form on your site, Attributer automatically inputs these values into the hidden fields of the form, allowing them to be seamlessly transferred into your customer relationship management system.

Why Using Attributer is Better than Capturing Raw UTM Parameters

What makes Attributer different from other tools that capture UTM parameters? Here are three reasons to use Attributer:

1. Captures All Traffic

Attributer is designed to capture all sources of traffic and pass them into Pipedrive. This means you will get not only UTM parameters but also channel information on users who visit your site through organic channels where UTM parameters may be absent, such as Direct, Referral, Organic Social, and Organic Search.

Since Attributer captures all traffic sources, you will know where every lead comes from, including those not from paid advertising campaigns.

2. Works Across Pages and Visits

For most other UTM capture software, UTM parameters must be present on the page where the visitor completes the form for the data to be passed to Pipedrive successfully.

But what if the page they complete the form on is different from the landing page of your advertisement?

For example, a user might click on your Google advertisement and land on the designated landing page. If they click the ‘Contact Us’ button and are redirected to another page to complete your contact form, the UTM parameters would typically be lost.

Attributer does things differently by storing UTM parameters in a cookie in the user’s browser, ensuring the original UTM parameters are not lost even if the user completes a form on a different page.

3. Provides Cleaner Data

Capturing raw UTM parameters often results in messy data.

For instance, imagine some of your LinkedIn campaigns are tagged with UTM_Source=LinkedIn.com (capitalized), others with UTM_Source=linkedin (lowercase), and others with UTM_Source=li.

When you try to run reports in Pipedrive, you will see three different sources of traffic that are actually the same. You would need to manually combine these to know how many leads came from your LinkedIn campaigns.

Attributer helps avoid this extra step by accounting for inconsistencies like capitalization, attributing leads to Paid Social, and providing cleaner data.

4. Captures Landing Page Data as Well

You work hard to create quality content on your blog, so it is beneficial to know how it is performing.

Attributer captures not only UTM parameters and other channel data but also information such as the landing page and landing page category. This lets you see if your content is effective or if adjustments are needed to attract more leads.

4 Example Reports You Can Run When You Capture UTM Parameters in Pipedrive

If you use Attributer to capture UTM parameters and send them into Pipedrive alongside each lead, you can generate reports like the following:

1. Leads Categorized by Channel

With Attributer, you can collect information on the source of all your leads, not just those from paid advertising campaigns. This allows you to create reports that show the number of leads grouped by channel.

These reports are helpful in identifying the channels that bring in the most leads and where to focus your marketing investments. For example, if Organic Search generates most of your leads, but your budget is primarily allocated to paid ads, it might be wise to shift some funds towards search engine optimization.

2. Leads Categorized by Facebook Advertising Network

This report is useful if you are running advertisements on various networks provided by Facebook, such as Facebook, Instagram, and Messenger. It helps you determine which network is generating the most leads.

Having this data can help optimize your advertising spend. By adjusting your targeting settings to focus on the networks that perform well, you can generate more leads at a lower cost per lead.

3. Customers Categorized by Google Advertising Campaign

This report reveals the number of customers generated each month from your various Google advertising campaigns. It helps identify the campaigns that are genuinely producing customers, as opposed to those just bringing visitors who do not convert.

For instance, leads from different types of search terms, such as brand terms, competitor terms, and product terms, convert at different rates. Understanding this can help focus your budget on campaigns that yield the most customers.

4. Revenue Categorized by Keyword

If you include the keyword in the UTM parameters of your Google Ads (easily done using tracking templates), you can capture the keyword your leads use to find your business.

This helps you understand which keywords to bid higher on in Google Ads. It also provides insights into which terms to target in search engine optimization, which words to use in ad copy, and more.

Conclusion

Attributer is more than just a UTM capturing tool. In addition to capturing and transferring UTM parameters to Pipedrive, it gathers data on leads from channels where UTM parameters are absent, such as Organic Social, Organic Search, and Referral.

With Attributer, you can see where all your leads and customers are coming from, making more informed decisions about growing your business.

Want to see how Attributer can benefit you? It is free to try, so start using it today.

---

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.