Track the complete customer journey from first click to conversion with referral and Google Ads attribution data captured in your WordPress forms.

Overview

Form Attribution Tracking is a WordPress plugin that automatically captures and stores complete attribution data from Google Ads campaigns (and other traffic sources) directly in form submissions. This enables you to connect specific leads back to their originating campaigns, keywords, and ads in Google Ads for accurate conversion tracking and ROI measurement.

The plugin uses first-touch attribution, meaning it captures the visitor’s original traffic source on their first visit and maintains that data through their entire journey until they convert via a form submission.

Key Features

Complete Google Ads Attribution Data

Automatically captures 8 attribution fields for every form submission:

Attribution Source – Traffic source (google, facebook, direct, etc.)
Attribution Medium – Traffic medium (cpc, organic, referral, etc.)
Attribution Campaign – Campaign name from utm_campaign
Attribution Term – Keyword from utm_term
Attribution Content – Ad variation from utm_content
Google Click ID (GCLID) – Direct link to the specific Google Ads click
Landing Page – The first page the visitor landed on
First Click Timestamp – When the visitor first arrived

Google Ads Conversion Tracking

The Google Click ID (GCLID) field enables you to:
– Import conversions directly back into Google Ads
– Connect form submissions to specific ad clicks
– Measure true campaign ROI based on actual leads/sales
– Track the complete path from ad click to conversion
– Attribute conversions to the exact keyword and ad that drove them

Smart Tracking Technology

First-Touch Attribution – Captures original source, not last-click
Cookie Persistence – Maintains attribution data across multiple sessions (configurable 1-365 days)
JavaScript + PHP Fallback – Dual-layer tracking ensures data capture even if JavaScript is disabled
Dynamic Form Support – Mutation observer watches for forms loaded via AJAX
UTM Parameter Detection – Automatically parses and stores all UTM parameters
Intelligent Source Categorization – Recognizes and categorizes traffic from Google, Facebook, LinkedIn, and 15+ other platforms

Universal Form Plugin Support

Works seamlessly with:
– Gravity Forms
– Fluent Forms
– Formidable Forms

Modular architecture makes it easy to extend to other form plugins.

Comprehensive Admin Dashboard

Statistics Dashboard – View submission counts, attribution source distribution, and recent activity
Form Management – See which forms have attribution tracking and bulk-add fields to all forms
Debug Mode – Browser console logging for troubleshooting
Flexible Configuration – Customize cookie duration and auto-add behavior

How It Works

Data Capture Flow

Visitor Arrives – When someone visits your site, the JavaScript tracking code immediately captures:
- All UTM parameters from the URL
- Google Click ID (GCLID) if present
- HTTP referrer to determine traffic source
- Current page URL as landing page
- Current timestamp
Attribution Stored – All data is packaged as JSON and stored in a first-party cookie with your configured expiration (default 30 days)
First-Touch Persistence – If the visitor returns multiple times before converting, the original attribution data is preserved (not overwritten)
Form Submission – When the visitor fills out a form, the tracking code automatically:
- Reads the stored attribution data
- Populates hidden fields in the form
- Submits with the complete attribution chain
PHP Fallback – If JavaScript fails to populate fields, the PHP integration captures attribution server-side before form processing

Integration with Google Ads

To enable conversion imports in Google Ads:

Forms will capture the GCLID parameter automatically from your ad URLs
Export your form submissions (including attribution fields) as CSV
In Google Ads, navigate to Tools Conversions Uploads
Create a conversion action using the GCLID field to match conversions
Upload your leads with timestamps and GCLIDs
Google Ads will attribute the conversions to the exact campaigns, ad groups, keywords, and ads that generated them

This creates a closed feedback loop between your ad spend and actual business results.

Configuration

Settings

Access settings via Form Attribution Tracking Settings:

Auto-add to new forms – Automatically adds all 8 attribution fields when new forms are created
Cookie Duration – How long to preserve first-touch attribution data (1-365 days, default 30)
Debug Mode – Enables detailed logging in browser console for troubleshooting

Managing Existing Forms

Use the Manage Forms tab to:
– View all forms and their attribution tracking status
– Bulk-add attribution fields to all existing forms with one click
– See which forms already have tracking enabled

Statistics

The Statistics tab provides:
– Total submissions tracked across all forms
– Breakdown of traffic sources (Google, Facebook, Direct, etc.)
– Recent form submissions with their attribution data
– Forms-with-tracking count

Usage

For Marketers

Once installed and configured, the plugin works automatically. Every form submission will include complete attribution data that you can:

Export to CSV and upload to Google Ads for conversion tracking
Analyze in your CRM to understand which campaigns drive the best leads
Use to calculate true cost-per-lead and ROI by campaign
Review to optimize your landing pages and ad targeting

For Developers

JavaScript API

The plugin exposes a global API for programmatic access:

`javascript

// Get full attribution data object
const attribution = window.FormAttributionTracking.getAttributionData();
// Returns: { utm_source, utm_medium, utm_campaign, utm_term, utm_content, gclid, landing_page, timestamp }

// Get just the traffic source (legacy method)
const source = window.FormAttributionTracking.getReferralSource();

// Manually trigger form field population
window.FormAttributionTracking.populateFormFields();

// Access configuration
const config = window.FormAttributionTracking.config;
`

JavaScript Events

Listen for when attribution data is populated:

`javascript

window.addEventListener(‘attributionDataPopulated’, function(event) {
console.log(‘Attribution captured:’, event.detail.attribution);
console.log(‘Fields populated:’, event.detail.fieldsCount);
});
`

PHP Hooks and Filters

Extend or customize the plugin:

`php

// Add custom form plugin integration
add_filter(‘attribution_tracking_integrations’, function($integrations) {
$integrations[‘CustomForms’] = new CustomFormsIntegration();
return $integrations;
});

// React to integration initialization
add_action(‘attribution_tracking_integration_initialized’, function($integration_name) {
error_log(“Attribution tracking initialized for: ” . $integration_name);
});

// Hook into debug logging
add_action(‘form_referral_source_debug_log’, function($message, $context, $source) {
error_log(“[$source] $message: ” . print_r($context, true));
}, 10, 3);
`

Attribution Field Names

The plugin creates these hidden fields in your forms:

attribution_source – Traffic source identifier
attribution_medium – Marketing medium
attribution_campaign – Campaign name
attribution_term – Keyword/search term
attribution_content – Ad content variation
attribution_gclid – Google Ads Click ID
attribution_landing_page – First page visited
attribution_timestamp – ISO 8601 timestamp of first visit

All fields are automatically populated by JavaScript and have PHP fallbacks.

Traffic Source Detection

The plugin intelligently categorizes traffic sources:

UTM Parameters (Highest Priority)

If UTM parameters are present in the URL, they are captured exactly as provided.

Known Platforms (Automatic Categorization)

The plugin recognizes and categorizes referrers from:
– Google (google.com, google.co.uk, etc.)
– Facebook (facebook.com, fb.com, m.facebook.com)
– Twitter/X (twitter.com, x.com, t.co)
– LinkedIn (linkedin.com, lnkd.in)
– YouTube (youtube.com, youtu.be)
– Instagram (instagram.com)
– TikTok (tiktok.com)
– Pinterest (pinterest.com, pin.it)
– Reddit (reddit.com)
– Bing (bing.com)
– Yahoo (yahoo.com)
– DuckDuckGo (duckduckgo.com)

Generic Referrals

For unlisted referrers, the clean hostname is stored (e.g., “example.com”)

Direct Traffic

When no referrer or UTM parameters are present, traffic is marked as “direct”

Troubleshooting

Attribution Data Not Being Captured

Enable Debug Mode in plugin settings
Open browser console (F12) and check for “[Referral Source]” log messages
Verify cookies are enabled in the browser
Check that JavaScript is not being blocked

Fields Not Populating in Forms

Enable Debug Mode and check console for “Field populated” messages
Verify the form fields exist (check Manage Forms tab)
Test with a fresh browser/incognito window
Check that the form HTML includes the expected hidden field names

Forms Not Showing in Dashboard

Verify your form plugin (Gravity Forms, Fluent Forms, or Formidable Forms) is active
Check that you have forms created in that plugin
Look for PHP errors in debug.log if WP_DEBUG is enabled

GCLID Not Being Captured

Verify your Google Ads URLs include the {gclid} parameter
Use Google’s Campaign URL Builder to test: https://ga-dev-tools.google/campaign-url-builder/
Check that cookies are working (GCLID is stored in the attribution cookie)
Enable Debug Mode to see what parameters are being captured

Extending the Plugin

Adding Support for Other Form Plugins

Create a new integration class:

`php

<?php
namespace FormAttributionTracking\Integrations;

use FormAttributionTracking\Abstracts\AbstractFormIntegration;

class CustomFormPluginIntegration extends AbstractFormIntegration
{
public function isAvailable(): bool {
return class_exists(‘CustomFormPlugin’);
}

public function getName(): string {
    return 'Custom Form Plugin';
}

public function getVersion(): string {
    return '1.0.0';
}

protected function registerHooks(): void {
    // Hook into your form plugin's save/render events
    add_action('custom_form_save', [$this, 'onFormSaved'], 10, 2);
}

public function addReferralSourceField(int $formId): bool {
    // Implement logic to add hidden fields to forms
}

public function removeReferralSourceField(int $formId): bool {
    // Implement logic to remove hidden fields
}

public function hasReferralSourceField(int $formId): bool {
    // Check if form has attribution fields
}

public function getAllForms(): array {
    // Return array of all forms
}

}
`

`php

add_filter(‘attribution_tracking_integrations’, function($integrations) {
$integrations[‘CustomFormPlugin’] = new CustomFormPluginIntegration();
return $integrations;
});
`

Architecture

The plugin uses a clean, modern PHP 8+ architecture:

src/
├── Contracts/
│ └── FormIntegrationInterface.php # Interface all integrations must implement
├── Abstracts/
│ └── AbstractFormIntegration.php # Base class with common functionality
├── Integrations/
│ ├── GravityFormsIntegration.php # Gravity Forms support
│ ├── FluentFormsIntegration.php # Fluent Forms support
│ └── FormidableFormsIntegration.php # Formidable Forms support
├── Views/
│ └── admin-page.php # Admin dashboard template
└── Plugin.php # Main plugin orchestration class
`

Privacy & Compliance

This plugin stores first-party cookies to maintain attribution data. Consider these compliance aspects:

Cookie Duration: Configurable 1-365 days (default 30)
Data Stored: Marketing attribution data only (no PII)
First-Party Cookies: Data stays on your domain
User Control: Respects browser cookie settings
GDPR: Consider adding cookie consent notices per your requirements
Data Retention: Attribution data is only stored in form submissions per your form plugin’s data retention policies

Support & Contributing

For bug reports, feature requests, or contributions:

Plugin Author: Ryan Howard
Website: https://www.ryanhoward.dev
Text Domain: form-attribution-tracking

License

This plugin is licensed under the GPL v2 or later.