Attributer: UTM & Lead Source Tracking for WPForms, Gravity Forms, Contact Form 7 & More

What You Can Do With The Data

Once the Attributer data is being captured by your form tool, you can do a variety of things with it:

• See lead source on every submission. View attribution data directly in your form plugin’s submissions table.
• Include it in email notifications. Automatically include lead source data in the notification emails your form plugin sends to your team.
• Sync to your CRM. Pass attribution data to Salesforce, HubSpot, Pipedrive, ActiveCampaign, and more via your form plugin’s native CRM integrations (or tools like Zapier).
• Sync to a spreadsheet. Pipe the data into Google Sheets, Excel, or Airtable for ad-hoc analysis.

Why use Attributer

There are other ways to capture UTM parameters in WordPress forms (including dynamic population features built into some form plugins). Here is what Attributer adds on top:

1. Captures all lead sources, not just paid. Attributer provides information about the source of all your leads, not just those from paid ad campaigns with UTM parameters. Regardless of how a visitor lands on your site (Organic Search, Organic Social, Direct, Referral, etc.), Attributer captures their source and passes it through with every form submission. This lets you make informed decisions about your full marketing mix. You might discover, for example, that you get more leads from Organic Search than Paid Search and should invest more in SEO and less in Google Ads.

2. Remembers the data as visitors browse your site. Other methods for capturing UTM parameters in WordPress forms only work if the visitor completes the form on the same page they landed on. If someone clicks a Google Ad, lands on your home page, then clicks through to a “Get A Quote” page to complete the form, the UTM parameters are lost. Attributer stores attribution data in the visitor’s browser, so regardless of how many pages they view (or even if they leave and come back), the original source is always passed through.

3. Captures click IDs for offline conversion uploads. Attributer captures click IDs like the Google Click ID (GCLID), Microsoft Click ID (MSCLKID), and Facebook Click ID (FBCLID) on every form submission. You can send these to your CRM and then, at a key point in your sales process (like when a lead becomes a paying customer), send them back to the ad platform as an offline conversion. This means you can optimize your ad campaigns against actual paying customers, not just thank-you-page visits.

4. Captures landing page data. Ever wanted to know how many leads come from your blog? Or those in-depth content pieces you spent hours writing? Attributer captures the landing page (e.g. attributer.io/blog/capture-utm-parameters ) and the landing page group (e.g. /blog ) on every submission. This lets you see how individual pages and content groups are performing in terms of generating leads, customers, and revenue.

Example Reports You Can Build With Attributer Data

Once Attributer is capturing data into your form submissions, you can send it to your CRM or a spreadsheet and build reports like these:

Leads by Channel. See your monthly lead count broken down by channel (Paid Search, Organic Search, Paid Social, Direct, Referral, Email). Lets you spot which channels are actually generating leads and where to allocate budget. If most leads come from Organic Search but most spend goes to Paid Search, you have an opportunity.

Leads by Meta Ads Network. If you run ads across Meta’s different networks (Facebook, Instagram, Messenger, Audience Network), this report shows which network is generating the most leads. Use it to refine your placement settings and lower your cost per lead.

Customers by Google Ads Campaign. See how many customers you are getting from your Google Ads, broken down by the campaign they came from. Lets you see which campaigns are driving real revenue (not just clicks and visitors) and direct spend toward the campaigns that produce customers.

Revenue by Keyword. By including the keyword in your Google Ads UTM parameters (Attributer’s docs walk you through this), you can capture the exact search term that drove every paying customer. This tells you which keywords to bid higher on, which to add to SEO, and which language to use in your ad copy and landing pages.

Supported WordPress Form Plugins

The Attributer WordPress plugin offers one-click hidden field installation for every major WordPress form plugin:

• WPForms (Lite and Pro)
• Gravity Forms
• Contact Form 7
• Formidable Forms
• Fluent Forms
• Ninja Forms
• Forminator

For form plugins not listed (Elementor Forms, WS Forms, Avada Forms, Divi, Bricks, custom HTML forms, etc.), Attributer can still capture attribution data. You’ll just need to add the hidden fields manually using each plugin’s form editor. The setup docs at help.attributer.io walk through this for every major builder.

Also Works With Embedded and Non-WordPress Forms

Lots of WordPress sites embed non-WordPress forms: Typeform forms, HubSpot Forms, Calendly booking widgets, and so on. Attributer works with all of them.

The WordPress plugin handles the tracking code installation automatically, which means any visitor to your WordPress site is being tracked from the moment you install Attributer . To pass that data through with their form submission, you just need to add the hidden fields to your form manually (using the form builder’s own interface).

Embedded forms Attributer works with:

• Typeform
• Jotform
• HubSpot Forms
• Tally
• Zoho Forms
• HighLevel Forms
• Fillout
• Paperform
• Calendly
• Cal.com
• Acuity Scheduling
• OnceHub
• ActiveCampaign forms
• Marketo Forms
• Pardot/Salesforce Account Engagement Forms
• Salesforce Web-to-Lead Forms
• Keap Forms
• Microsoft Dynamics 365 Forms
• Formstack
• Formsite
• FormAssembly
• And many more

Step-by-step guides for adding hidden fields in each of these tools are at help.attributer.io .

Sending Attribution Data to Your CRM

Once the data that Attributer provides is being captured with each form submission, you can send it to your CRM and other tools using your form plugin’s built-in integrations (or via Zapier or Make).

CRMs and tools that you can send the Attributer data to include:

• Salesforce
• HubSpot CRM
• Pipedrive
• Zoho CRM
• ActiveCampaign
• Microsoft Dynamics
• Copper
• Close
• Insightly
• Freshsales

Who Attributer Is For

• Lead-generation businesses running paid ads on Google, Meta, LinkedIn, or Microsoft who want to know which campaigns drive actual leads, not just clicks
• Marketing agencies running ads for clients who need clean attribution data flowing into client CRMs and reports
• B2B SaaS companies capturing trial signups, demo requests, and contact form submissions across Gravity Forms, WPForms, Contact Form 7, etc.
• Service businesses (legal, financial, professional services, coaches, consultants, etc) running Google Ads or SEO and using WordPress forms as their primary lead capture
• Product companies who sell their product offline through emails, calls, meetings, etc. (i.e. not through an eCommerce store)
• Anyone running a WordPress site with forms who wants to know where their leads actually come from

Pricing

The Attributer WordPress plugin is free . An Attributer account is required to use it, and Attributer offers a 14-day free trial (no credit card). Paid plans start from $29 per month (see attributer.io/pricing ) and scale based on monthly form submissions.

Privacy and Performance

Privacy-friendly by design. Attributer