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

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

1. 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).
2. 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.
3. 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.
4. 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: help@attributer.io
• Docs: help.attributer.io
• In-app chat (available to all account holders)

1. Open the Attributer menu in your WordPress admin and either sign in to your existing Attributer account or start a 14-day free trial.
2. The Attributer tracking code is installed on your site automatically.
3. From the plugin's dashboard, you'll see every form on your site. Click Add hidden fields next to each form to install the required attribution fields.
4. That's it. Attributer will start passing through attribution data with every form submission.

You can also upload the plugin manually: upload the attributer folder to /wp-content/plugins/, then activate it from the WordPress Plugins screen.

1.4.1

• Updated the plugin title to name the supported form plugins (WPForms, Gravity Forms, Contact Form 7, and more). No functional changes.

1.4.0

• Prepared the plugin for the WordPress.org plugin directory: all admin assets are enqueued through the WordPress APIs, the tracking script loads only through wp_enqueue_script, the admin app source is included alongside the build, and the readme and listing copy were tidied.

1.3.0

• Redesigned the Settings area. The Details tab is now a clean read-only account summary, and the billing and exit actions all live on the Billing tab.
• Replaced the separate "Disconnect plugin" and "Cancel subscription" actions with a single "Disconnect from Attributer" flow, so there is one clear off switch.
• Added an option to also remove the hidden fields from your forms when disconnecting (off by default, so fields are kept unless you ask).
• Added clear reminders that disconnecting does not cancel your paid plan, each with a direct link to cancel your plan in Attributer.
• Added subscription status awareness across the dashboard and Billing tab. A past due account sees a payment warning while tracking keeps running. A paused account (trial ended or payment missed) sees a clear state explaining tracking has stopped, and a cancelled account is invited to resubscribe. Each state links to the one action that fixes it in Attributer.
• Made the Welcome screen background fully white so it matches the rest of the screens.
• Pointed the "Change plan" link at the billing page in Attributer.

1.2.0

• Rebuilt the admin interface on the Attributer design system, with bundled Poppins and Lato fonts and real form-builder logos.
• Added detection of hidden fields already present on a form, whether added by the plugin or by hand. Forms show as already added, partially added, or not tracked, and the setup wizard no longer offers to add the fields twice.
• Made field detection the source of truth for tracking status, so fields removed outside the plugin are reflected correctly on the dashboard.
• Fixed the Welcome screen so Sign Up and Log In open the correct Attributer view (Log In previously opened the sign-up screen).
• Added a full automated test suite covering the backend form integrations and the admin interface.

1.1.0

• Added hosted Attributer account connection flow.
• Added server-side Integration API client and durable token storage.
• Added automatic tracking script installation and remove-code handoff.
• Rebuilt the admin UI with @wordpress/scripts.
• Updated form integrations to six V1 hidden fields with legacy seven-field cleanup.
• Added Forminator support.
• Updated Contact Form 7 notification insertion to marker-delimited blocks.

1.0.0

• Initial release.
• Support for Gravity Forms, Contact Form 7, WPForms, Formidable Forms, Fluent Forms, and Ninja Forms.