The easiest way to capture UTM parameters in Typeform

Discover the simplest way to track UTM parameters in your Typeform forms and automatically send the data to your CRM, email platform, billing system, and more.

Knowing which marketing channels, campaigns, and content are effectively generating leads, customers, and revenue is essential for growing a successful business. But how can you tell which ones are truly working and which are underperforming? While tools like Google Analytics can show you which campaigns are driving traffic, they don’t tell you which ones are actually turning visitors into leads, customers, and revenue. By capturing UTM parameters in your Typeform forms and passing that data to your CRM or other marketing tools, you can generate reports that clearly show which channels and campaigns are driving real results—so you can focus on what’s working and eliminate what’s not.

4 Steps to Capture UTM Parameters in Typeform

Capturing UTM parameters in Typeform forms with Attributer is straightforward. Just follow these 4 simple steps:

Step 1: Tag Your Campaign URLs with UTM Parameters

Start by adding UTM parameters to every link that points to your website. This helps Attributer identify where each visitor is coming from, so the source data can be captured when someone fills out your form.

Make sure all your marketing links include UTM tags — whether they come from paid advertising, email campaigns, social media, affiliate partnerships, guest blog posts, or any other traffic source.

Step 2: Insert Hidden Fields in Your Typeform

Next, update your Typeform to include hidden fields. These are invisible to users but crucial for passing UTM data into your form submissions.

To add them:

• Open your form in Typeform

• Navigate to the Logic section on the right panel, then select Advanced

• Add the following six hidden fields:

These fields act as containers for the marketing attribution data collected by Attributer.

Step 3: Let Attributer Auto-Fill the Data

With the hidden fields in place, Attributer automatically detects and inserts the UTM values into the form.

Here’s an example:

A user searches “how to share big files,” clicks on a Google ad, lands on your website, and fills out a form. Attributer captures the ad’s UTM data and fills in the hidden fields like this:

• Channel = Paid Search
• Channel Drilldown 1 = Google
• Channel Drilldown 2 = Share Campaign
• Channel Drilldown 3 = Blue Ad Variant
• Landing Page = www.dropbox.com/features/share
• Landing Page Group = Features

Step 4: Send UTM Data to Your CRM or Marketing Tools

What is Attributer?

Attributer is a simple yet powerful tool that helps you track where your leads are coming from by capturing UTM parameters in Typeform—and sending that data straight into your CRM, email platform, analytics tools, and more.

So, how does it actually work?

Attributer is a small snippet of code you install on your website. Once in place, it monitors how users arrive on your site—whether it’s through UTM parameters, HTTP referrers, device type, or other signals.

It then categorizes each visit into standard marketing channels like Paid Search, Organic Search, Paid Social, and others—much like Google Analytics. This attribution data is stored in a cookie in the visitor’s browser.

When a visitor fills out a form on your site (e.g., a Typeform), Attributer automatically fills in the hidden fields with the UTM parameters and channel data. That information is submitted along with the user’s details and can be sent to your CRM or any other system you use for sales or marketing.

Why Attributer Is Better Than Basic UTM Capture Tools

You may have seen other tools that record UTM parameters in Typeform. But Attributer goes far beyond the basics. Here’s what makes it stand out:

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1. Tracks All Traffic Sources—Not Just Paid Campaigns

Attributer doesn’t just track UTM-tagged traffic. It also captures attribution data for visitors who come from sources like Organic Search, Social, Direct, and Referral—even if there are no UTM parameters attached.

This means you get a complete picture of where all your leads are coming from—not just those driven by paid advertising.

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2. Attribution That Persists Across Pages and Sessions

Many other UTM capture tools only work if the user submits the form on the exact page they landed on. But in real life, users often explore your site first.

For instance, someone might click a Google ad, land on a campaign-specific page, then navigate to a different page to fill out a form. In this scenario, most tools would lose the UTM data.

Attributer solves this by storing UTM parameters in a browser cookie. Even if the user completes a form on a different page—or during a later session—the original source data is still captured and passed through reliably.

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3. Delivers Clean, Standardized Data

Manually capturing UTM parameters often leads to inconsistent and messy data. Think of all the different ways your team might tag “Twitter”:

• utm_source=Twitter.com
• utm_source=twitter
• utm_source=tw

With traditional tracking, these are seen as three separate sources, making your reports hard to interpret.

Attributer standardizes this data automatically. Regardless of how inconsistent the tagging is, it will classify the traffic correctly—for example, under “Paid Social”—so your reporting is accurate and reliable.

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4. Tracks Landing Page Information Too

In addition to source and campaign data, Attributer also records the landing page URL and its broader category or section (e.g., /blog, /features, /pricing).

This helps you analyze how specific pages—and entire content sections—are performing when it comes to generating leads and revenue.

For example, you can see how your blog is contributing to your lead pipeline, and even drill down to find which blog posts are delivering the highest value customers.

4 Example Reports You Can Build by Capturing UTM Parameters in Typeform

When you use Attributer to track UTM parameters (such as those from Facebook Ads, Google Ads, and more) in your Typeform submissions, you unlock powerful reporting possibilities. By sending this data to your CRM, analytics platform, or even a spreadsheet, you can generate actionable insights through reports like these:

1. Leads by Marketing Channel

Because Attributer identifies the original traffic source of every lead—not just paid campaigns—you can create reports that break down leads by channel (e.g., Organic Search, Paid Social, Direct, Referral, etc.).

This report helps you understand which channels are delivering the highest volume of leads. If you find, for example, that Organic Search drives the majority of your leads but your ad budget is mostly allocated to Paid Search, it may be time to reconsider your investment strategy.

2.Leads by Facebook Ads Network

If you’re running ads across different placements within Facebook’s ecosystem—like Facebook itself, Instagram, Messenger, or Audience Network—this report reveals which platforms are performing best in terms of lead generation.

With this data, you can fine-tune your ad spend and targeting settings to focus on the networks that deliver the best results, lowering your cost-per-lead and improving ROI.

3. Customers by Google Ads Campaign

This report shows how many paying customers each of your Google Ads campaigns brings in over time—not just how many clicks or form fills they drive.

Instead of optimizing around vanity metrics like impressions or traffic, you can identify which campaigns are truly driving conversions and allocate more budget and testing efforts to those top performers.

4. Revenue by Keyword

By using Google Ads tracking templates to include the search keyword in your UTM parameters, you can capture exactly which queries are leading to revenue.

This not only informs which keywords to bid more aggressively on, but it also gives you SEO insights—such as what topics and phrases resonate most with your audience—and can guide your content and messaging strategies moving forward.

Final Thoughts

Attributer makes it simple to capture rich attribution data—including UTM parameters—in your Typeform forms and sync that data with your CRM, email tools, spreadsheets, and beyond.

Unlike other tools, Attributer also captures traffic from non-UTM sources like organic search and direct visits. This gives you a complete view of how your marketing efforts—paid and organic—are contributing to growth.

Best of all? You can get started for free. Try Attributer today and see how it can help you make smarter marketing decisions based on data that actually matters.

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