How to Track UTM Parameters in Gravity Forms

Have you ever wondered where your Gravity Forms leads are discovering your website?

Whether they are coming from your Google Ads campaign, social media post, or organic Google search?

If not, then you are not using UTM tracking for Gravity Forms.

In this guide, we’ll walk you through a simple way to track UTM parameters in Gravity Forms using SourceLoop.ai so you always know exactly where your leads are coming from.

Let’s dive in.

5 Easy Steps to Track UTM Parameters in Gravity Forms

Here are the four simple steps to capture UTM parameters in Gravity Forms in just five minutes.

1. Add UTM Parameters to Your Links

Start by adding UTM tags to your different marketing campaigns—Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, etc.

All these platforms offer a way to add UTM tags to the links that users click when they come across your ads.

Not just ads—you should ideally use UTM tags in every link pointing to your site, such as email newsletters, social media posts, guest blog posts, etc.

Here’s what a link with UTM parameters looks like:

https://website.com?utm_source=paid_search&utm_medium=Bing&utm_campaign=prime_offer

Resources:

• How to add UTM parameters in Google Ads
• How to add UTM parameters in Facebook Ads

2. Install SourceLoop on Your Website

Next, sign up for SourceLoop.ai and add a small snippet of unique tracking code to your website.

SourceLoop.ai is a simple tool that captures technical information about how a visitor visits your website (including any UTM parameters present, the referring site, their device, etc.), stores it in the user’s browser cookies, and passes it along with form submissions.

Try SourceLoop.ai for Free

3. SourceLoop.ai Automatically Captures UTM Data

From the moment a user visits your website, SourceLoop.ai logs their visit data and saves it in first-party browser cookies. (This approach, unlike Google or Meta’s third-party cookies, ensures GDPR compliance.)

Example:

Let’s say Airbnb is using SourceLoop.ai, and a user searches for “Hotels in London” and clicks on an Airbnb Google Ad.

SourceLoop.ai will capture and organize the user’s visit information like this:

• Channel = Paid Search
• Channel Drilldown 1 = Google
• Channel Drilldown 2 = Hotel Campaign
• Channel Drilldown 3 = Hotels in London
• Landing Page = www.airbnb.com/hotels/london-united-kingdom
• Landing Page Folder = hotels
• Last Seen = Aug 29, 2025

If a user visits your site multiple times within a year through different marketing campaigns, SourceLoop.ai logs each visit’s UTM and page data.

When they submit the form, it retrieves and displays the user’s full attribution data on the Lead Manager page inside SourceLoop.

More Resources:

• How to Track UTM Parameters in Zoho Forms
• How to Track UTM Parameters in Elementor Forms
• How to Track UTM Parameters in Hubspot Forms

4. Add Hidden Fields to Your Forms (Optional)

If you also want to capture UTM data directly within your form submissions, you can do that by adding hidden fields to your form.

These hidden fields won’t be visible to visitors, but SourceLoop.ai will use them to write UTM and other marketing attribute data for each form submission in the background.

Adding hidden fields in Gravity Forms is super easy.

Simply open your form and drag and drop the “Hidden” field at the end of your form.

You should add seven hidden fields with the following default values that SourceLoop.ai will use to write different lead attribution data:

• channel
• attribution_source
• attribution_medium
• attribution_campaign
• attribution_term
• landingpage
• landingpagefolder
• lastseen

If your lead visits your website multiple times before submitting the lead form, you can also use the following additional hidden fields to capture information about their first visit. SourceLoop.ai stores both the first visit and the latest visit of each lead.

• first_channel
• first_source
• first_medium
• first_campaign
• first_term
• first_landingpage
• first_landingpagefolder
• firstseen

5. UTM Parameters Are Passed for Each Gravity Forms Submission

Finally, when a site visitor submits a Gravity Form, the lead attribution data is automatically captured by Gravity Forms along with standard info like the lead’s name, email, phone number, etc.

Here’s what you can do with this data:

• View it inside Gravity Forms – Navigate to the Entries section of Gravity Forms to check the lead attribution data of each submission.

• Send it to a Analytics Tool – Use Gravity Forms add-ons like Google Sheets, Airtable, and Google Analytics to create lead reports and charts.
• Sync it with your CRM – Gravity Forms provides add-ons for all popular CRMs such as HubSpot, Agile, Brevo, Capsule, EngageBay, Salesforce, etc., allowing you to sync your lead attribution data with your CRM.
• Set up automation with Zapier – If Gravity Forms doesn’t have an add-on for your preferred platform, simply use a tool like Zapier to connect Gravity Forms with over 10,000+ tools and get the lead report where you need it.
• Include it in your email notifications – Receive the lead source data inside your email inbox via Gravity Forms’ automated email notifications.

More Resources:

• How to Track UTM Parameters in WPForms
• How to Track UTM Parameters in Forminator Forms
• How to Track UTM Parameters in Formidable Forms (2025)