Capture UTM data in Gravity Forms submissions

Problem

You run ads or other marketing campaigns and need to better understand how your site visitors interact with your site and at which point they convert. Unfortunately, Gravity Forms doesn’t provide any built-in tracking data or reports.

Solution

While there’s no native tracking feature, you can still capture UTM data from your marketing campaign URLs directly within Gravity Forms submissions.

If you’re new to UTM parameters, I recommend reading this article from Neil Patel: How to Use UTM Parameters to Track Everything.

There are several ways to do this, but below are the three methods I use most often and recommend based on your goals and setup.

Option One: Hidden Fields and Dynamic Population

This is the simplest and most manual solution. It lets you capture UTM data from your campaign URLs and store it in each form entry. You can later extract and analyze the data manually, or visualize it with an add-on like GFChart or GravityCharts.

How to set this up:

1. Add 5 Hidden fields to your form

You can use the Hidden field type or a single line text field and switch the visibility to hidden. I typically use the Hidden field type.

There are five UTM URL parameters, only the first three are required, but you might as well add a field for each parameter.

In case you’re not aware, this is a view of the form builder with compact view enabled.

2. Name each field the same as the URL parameter:
   • Source
   • Medium
   • Campaign (Name)
   • Term
   • Content

2. Do the following for each field:
   • Go to the field Advanced settings
   • Check the box to Allow field to be populated dynamically
   • Add the URL parameter, i.e. utm_source, utm_medium, utm_campaign, utm_term, utm_content
   • Save the form

Once that is done, you will start capturing the UTM data in your entries like this:

Option Two: Attributer Plugin

If you’d prefer a more automated and marketing-friendly option that integrates seamlessly with Gravity Forms, Attributer is an excellent choice.

Attributer is designed specifically for marketers who use forms and CRMs. It not only captures UTM data but also cleans and categorizes it, giving you clearer and more consistent reporting across your tools.

Key advantages:

• Works natively with Gravity Forms—no coding or hidden fields required.
• Automatically normalizes inconsistent UTM data (e.g., “google / cpc” vs “Google / Paid Search”).
• Captures both the channel attribution and landing page data for deeper insights.
• Integrates easily with CRMs or automation tools via Gravity Forms feeds or Zapier.
• Stores tracking data in cookies, ensuring multi-visit attribution remains accurate.
  

If you’re running multiple campaigns and want clean, reliable marketing attribution data, Attributer is the most complete solution available for Gravity Forms.

Option Three: AFL UTM Tracker Plugin

This is another great plugin-based approach. AFL UTM Tracker isn’t a Gravity Forms-specific add-on, but it includes a direct integration that automatically captures attribution data inside your Gravity Forms entries.

It requires no hidden fields or additional setup; just install and activate it.

Features include:

• Automatic UTM capture for all forms.
• Conversion attribution summaries on the Entries page.
• Full reports on the single-entry view.
• Option to include conversion data in email notifications.
• Easy export to CSV or integration with Zapier feeds.
• Supports lead and order attribution types with customizable cookie expiry.

You can learn more about the AFL UTM Tracker plugin here.

Need More Help?

As always, you’re welcome to use the comments or chat options below, and we’ll be happy to help.

Related Articles

If you found this article helpful, check out these next:

• Using Attributer to Track UTM & Traffic Sources in Gravity Forms
• WordPress Conversion Tracking with Gravity Forms (Guide)