ActiveCampaign CRM doesn’t automatically apture UTM parameters from your marketing campaigns.
So, you might not know where your inbound leads really came from—Google, LinkedIn, or last week’s email.
Luckily, there’s a way to fix that.
In this post, we’ll show you how to track UTM data in ActiveCampaign CRM using a no-code tool like SourceLoop.ai.
Let’s get started!
4 Easy Steps to Track UTM Parameters in ActiveCampaign CRM
Here are 4 simple steps to capture UTM parameters in ActiveCampaign CRM:
1. Install SourceLoop.ai on Your Website
To begin tracking where leads come from, install SourceLoop on your website:
- Create a free account at SourceLoop.ai.
- Grab your unique tracking script.
- Paste it into the
<head>section of your website
Once added, SourceLoop automatically captures UTM parameters from every URL visit—no matter if the visitor came from paid ads, social media, partner website, or anywhere else.
Example:
Let’s say a user clicks a Google Ad for a free trial of your SaaS tool. The link contains:
utm_source=google&utm_medium=cpc&utm_campaign=trial-offer&utm_term=sales_software
SourceLoop will capture:
- Channel: Paid Search
- Channel Drilldown 1: Google
- Channel Drilldown 2: trial-offer
- Channel Drilldown 3: sales_software
- Landing Page: www.yoursite.com/signup
- Landing Page Folder: home
- Last Seen: April 27, 2025
2. Add UTM Parameters to Every Marketing Link
To make attribution actually work, your URLs need to carry UTM parameters.
UTM parameters are nothing but a simple tags you append to your links that tell you how someone found your website.
When you tag links correctly, SourceLoop captures the source, stores it in a cookie, and passes it to your lead form when someone converts.
Examples of UTM-Tagged URLs
For a Google Search Ad:
https://yourwebsite.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=demo_signup_q2
For a LinkedIn Sponsored Post:
https://yourwebsite.com/webinar?utm_source=linkedin&utm_medium=paid&utm_campaign=webinar
For a Monthly Email Newsletter:
https://yourwebsite.com/blog?utm_source=newsletter&utm_medium=email&utm_campaign=may_digest
Resources: How to Create & Use UTM Tracking URLs
3. Add Hidden Fields to Your Lead Form
Whether you’re using forms for demo requests, contact inquiries, or newsletter signups—these are your capture points for lead information collection.
So, next step is to add a few hidden fields to your form to capture user’s UTM data.
Hidden fields are invisible input fields added to your lead forms.
They’re not visible to users, but they automatically collect and submit attribution data captured by SourceLoop in the background.
Recommended hidden fields value that SourceLoop.ai supports:
channelchanneldrilldown1channeldrilldown2channeldrilldown3landingpagelandingpagefolderlastseen
Optional: Capture First-Touch Attribution & Find How a Lead First Discovered Your Website
A user may visit your website multiple times through different marketing campaigns before they submit a lead form or book a meeting.
For example:
- A user discovers you via a TikTok ad
- Returns a few days later via a Facebook post
- Then finally fills out your demo request form after reading a blog.
If you only track the last-touch, that lead looks like it came from email—but you miss that TikTok introduced them to your brand.
SourceLoop solves this by letting you capture first-touch data too. Just add extra hidden fields like:
firstseenfirst_channelfirst_channeldrilldown1first_channeldrilldown2first_channeldrilldown3first_landingpagefirst_landingpagefolder
4. Automatically Sync UTM Data with ActiveCampaign CRM
That’s it.
When a user submits a form on your site, SourceLoop automatically passes the captured UTM and attribution data alongside the user’s contact details.
Depending on how your forms are connected to ActiveCampaign CRM, the data can be synced in one of three ways:
- Direct CRM field mapping (if using ActiveCampaign built-in web form tools)
- Via third-party form tools (e.g., Gravity Forms, Typeform, Webflow) using Zapier or Make.com
- Through a webhook integration that pushes data to your CRM endpoint in real time
What You Can Do with UTM Data in ActiveCampaign CRM
Now that UTM tracking is live and flowing into your CRM, here’s what you can do:
1. Know Which Marketing Channels Actually Work
Let’s say you’re running campaigns on:
- Facebook Ads
- Email Newsletters
- Google Search Ads
If you’re just looking at form fills, they might all look the same. But UTM data shows the quality behind the quantity.
For example:
- 40 leads came from Facebook, but only 2 became customers
- 12 leads came from newsletters, and 6 converted
2. Group Leads by Campaign or Source for Targeted Follow-Up
Let’s say you’re launching a new product.
With UTM data in your CRM, you can filter and follow up with only the leads who:
- Clicked on your product launch ad
- Attended a specific webinar
- Came through a referral program
So, instead of sending generic follow-up emails, your team can craft messages that speak directly to what the lead has already seen or shown interest in.
Example: “Thanks for attending our April webinar — here’s an exclusive early access link to the product you previewed.”
3. Route Leads to the Right Sales Rep Automatically
If your business has multiple sales reps or regional teams, UTM data can help automate lead assignment.
Example:
- Leads from LinkedIn Ads promoting your enterprise plan get assigned to your Enterprise Sales team.
- Leads from local Google Ads campaigns get routed to regional reps.
This allows a more faster and relevant followup which can translate into higher conversion rate and better lead experience.
4. Build Simple Reports to Track Campaign ROI
You don’t need to be a data analyst. Once UTM fields are inside ActiveCampaign, you can build basic reports like:
- Leads by source
- Revenue by campaign
- Conversion rate by traffic type (e.g., organic, paid, referral)
5. Understand Customer Lifetime Value by Channel
Once you close deals and have customer revenue data in ActiveCampaign, you can compare customer value by acquisition source.
Example:
- Customers from webinars spend $5,000/year
- Customers from Instagram spend $500/year
This can be one of the best way to understand the predicted lifetime value of each marketing dollar you spend on a campaign.
