Track where your leads come from (UTM links)
Tag the links in your ads, emails and social posts, and save that tag with each form submission.
Was it the podcast, the Instagram post or the newsletter? UTM tags are labels you add to the end of a link. A hidden field on your form reads the label and saves it with the submission, so you can see which channel actually brings clients.
Before you start
- Time: 15 minutes.
- You'll need: a form on a published page, and a naming plan you'll stick to.
Step 1: Decide your tags
A tagged link looks like this:
https://yourpractice.com/free-guide?utm_source=instagram&utm_medium=social&utm_campaign=fall_guide
| Tag | Answers | Examples |
|---|---|---|
utm_source |
Where did they come from? | instagram, newsletter, podcast_smith, meta |
utm_medium |
What kind of channel? | social, email, paid, referral |
utm_campaign |
Which campaign? | fall_guide, workshop_jan |
utm_content |
Which ad or link? (optional) | ad1_story, bio_link |
Use lowercase and underscores, and write your names down. Instagram, IG and instagram show up as three different sources.
Step 2: Add a tracking field to your form
- Go to Forms and open the form.
- On Edit, under Form Fields, find Source / UTM Tracking and add it. On the form it shows as Source Tracking. Visitors don't see it.
- Click it, and in Query Key type the tag to capture, for example
utm_source. It must match the tag in your links exactly. - Give it a clear Label, like "Lead source", so it's easy to read in submissions.
- Add another Source / UTM Tracking field for each tag you want, such as
utm_campaign. - Set each field's Save Answer To. A contact custom field, like "Lead source", lets you filter contacts and use it in automations. See Send form answers to the right contact fields.
- Click Save.
Step 3: Use your tagged links
Put the tagged link everywhere you share the page: your bio, posts, emails, and ads. For Meta ads, add the tags in the ad's URL parameters, for example utm_source=meta&utm_medium=paid&utm_campaign=guide_round1&utm_content={{ad.name}}.
Check it worked
- Open your tagged link in a private window.
- Submit the form with a test email.
- Open the submission on the form's Submissions tab. The tracking fields show your tag values.
Over time, Forms > Analytics > Attribution shows where visitors and submissions came from. It reads "No attribution data" until visits are tracked.
If something's off
- No value captured: check Query Key isn't empty and matches the link exactly, including lowercase.
- The form shows "Unknown field: source-tracking-field": remove that field and add Source / UTM Tracking again. If it comes back, send us a request.
- Values are lost after a visitor clicks to another page: the tags live in the address of the page they first opened. Put the form on the page your tagged link opens.
- Submissions or Attribution are empty: nothing's come in yet. Run the test above.