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

Know where every lead came from. Capture UTM parameters, click IDs and other lead source data with every form submission on your WordPress site.

Have you ever wished you could see exactly where your leads are coming from?

Unlike analytics tools that only show you where your website visitors come from, Attributer tells you where your leads come from. It captures attribution data with each form submission and you can see it in your WordPress Dashboard, include it in email notifications, send it to your CRM, etc.

Trusted by over 1,100 paying businesses, Attributer adds proper attribution tracking to your WordPress site, and the plugin makes it easy to set up. You can sign up for an Attributer account directly from your WordPress admin, install the tracking code with one click, then auto-add the required hidden fields to every form on your site across WPForms, Gravity Forms, Contact Form 7, Formidable Forms, Fluent Forms, Ninja Forms, and Forminator.

How It Works

Install the plugin. Install the Attributer WordPress plugin from your WordPress admin and sign up for a free 14-day trial (or sign in if you already have an Attributer account).
Set it up in just a few clicks. Attributer’s tracking code is installed on your site automatically. The plugin then shows every form you have on your WordPress site, and you can simply click “Add hidden fields” to install the required fields into each form. No manual configuration, no copy-pasting field IDs, no developer.
Capture attribution data. Once active, Attributer tracks where every visitor came from (UTM parameters, referrer, click IDs, landing page, time to conversion, and more) and passes it through with each form submission.
Use the data anywhere. View attribution data in your form plugin’s submissions table, include it in email notifications, send it to your CRM via your form plugin’s native integrations or Zapier, or sync it to a spreadsheet.

What Data Gets Captured

With every form submission, Attributer captures:

UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content
Channel categorization: Paid Search, Organic Search, Paid Social, Organic Social, Email, Direct, Referral
Click IDs: Google Click ID (GCLID), Facebook Click ID (FBCLID), Microsoft Click ID (MSCLKID), LinkedIn Click ID (LIFCLID), TikTok Click ID (TTCLID), and more
Organic referral data: search engine name, referring domain
Landing page: the first page the visitor saw on your site
Form submission page: the page they submitted the form on
Time to conversion: number of days between first visit and form submission
Visits to conversion: number of times they visited before submitting

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 captures attribution data from referrer URLs and UTM parameters and stores them in a first-party cookie in the visitor’s browser, before writing them into hidden fields on the form. Everything happens in the visitor’s browser and at no point in time does any data on your leads or customers actually hit Attributer’s servers (we don’t even have servers capable of receiving and processing the information). Using Attributer does not have any impact on your organisation’s GDPR or CCPA compliance.

Battle tested. We run over 1,500 automated and manual tests on Attributer every week to make sure the data is accurate, and it is used on 1,000+ websites to track 150,000 leads each month.

Compatible with caching plugins. Works with WP Rocket, W3 Total Cache, WP Super Cache, LiteSpeed Cache, and other major caching plugins.

Trusted By 1,100+ Businesses

Attributer is used on over 1,100 websites and provides attribution data on over 150,000 leads every month. From solo founders capturing leads via Gravity Forms, to marketing agencies managing attribution across dozens of client sites, to mid-market B2B SaaS companies feeding attribution data into Salesforce.

“With Attributer we can see which campaigns are actually generating customers and revenue, rather than just website visitors. We were able to see that some of our campaigns were driving lots of visitors but few of them converted into leads and customers. Now we’re able to reinvest that budget into other campaigns that we can see are generating revenue.”

Nick Child, Director of Marketing, Harris Federal Law Firm

The team has 20+ years of combined experience in marketing analytics.

Support

Need help with setup or troubleshooting?

Email: [email protected]
Docs: help.attributer.io
In-app chat (available to all account holders)

External Service Disclosure

This plugin connects to Attributer, an external service. An Attributer account is required.

Service URLs:

Production app and API: https://app.attributer.io
Attributer marketing site: https://www.attributer.io
Tracking script CDN: https://d1b3llzbo1rqxo.cloudfront.net/attributer.js

Terms and privacy:

https://www.attributer.io/terms
https://www.attributer.io/privacy

During connection, the plugin sends Attributer the WordPress site URL, home URL, return origin, admin return URL, site name, a short-lived client state value, requested read scopes, and metadata identifying the platform as WordPress.

After connection, WordPress stores a durable Attributer integration token server-side only. The plugin uses that token from PHP to call Attributer for account, site, billing, link, and script summary data. The durable token is not intentionally exposed to browser JavaScript.

On public pages, when tracking is enabled, the plugin loads the Attributer tracking script. The script runs in the visitor’s browser and is governed by Attributer’s terms and privacy policy.

The plugin does not send your selected forms, detected forms, WordPress version, plugin version, or local form setup status back to Attributer.