How to Track UTM Parameters in Apptivo CRM
Apptivo CRM UTM tracking made easy: 4 simple steps to uncover what fuels your sales pipeline
In this article
Not sure where your leads are coming from in Apptivo CRM?
Without UTM tracking, it’s hard to tell which marketing efforts are actually driving leads.
In this guide, we’ll show you how to track UTM parameters in Apptivo CRM using a no-code tool like SourceLoop—so you can see what’s bringing in leads.
Let’s get started.
4 Easy Steps to Track UTM Parameters in
Apptivo CRM
Here are 4 simple steps to capture UTM parameters in Apptivo 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.
- After signup, you’ll receive a tracking script.
- Simply add this snippet to the
<head>section of your website or tag manager.
Once installed, SourceLoop automatically starts collecting UTM parameters, referrer data, and landing page info for every visitor.
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:
Imagine you’re on the marketing team at a company that provides business consulting services.
To generate qualified leads, you launch a multi-channel campaign (across email, Google, and LinkedIn) promoting a free webinar:
One professional sees your ad while browsing LinkedIn and clicks on the ad link:
https://www.yourcompany.com/webinars/financial-management?utm_source=linkedin&utm_medium=paid&utm_campaign=webinar&utm_term=financial_management
Here’s What SourceLoop Captures:
- Channel: Paid Social
Indicates the lead came from a paid promotion on a social platform. - Channel Drilldown 1: LinkedIn
Pulled from utm_source=linkedin, showing the specific platform. - Channel Drilldown 2: webinar
From utm_campaign, identifying the campaign that drove the click. - Channel Drilldown 3: financial management
From utm_term, revealing the ad or keyword variant clicked. - Landing Page:
/webinars/financial-management
The specific URL the user landed on. - Landing Page Folder: webinars
Useful for segmenting and analyzing content types - Last Seen: April 27, 2025
Captures when the visitor last interacted with your site.
2. Add UTM Parameters to Every Marketing Link
To make attribution really work, the URLs that visitors use to reach your site need to include UTM parameters.
UTM parameters are just plain simple tags that you add to your site links that tell you how someone found your website.
When you tag links correctly, SourceLoop grabs the source, saves it within a cookie and forwards it into your lead form when the user 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
Your lead forms like demo request, meeting, contact inquiries, or gated content are usually primary source of how you receive inbound lead information.
So, next step is to add a few hidden fields to your form to capture user’s UTM data along with lead information.
All form builder tool enables you to insert hidden fields into form with a drag and drop.
They are not visible to users, but when they click “Submit,” those fields silently send attribution data collected by SourceLoop.
Recommended hidden fields value that SourceLoop.ai supports:
channelchanneldrilldown1channeldrilldown2channeldrilldown3landingpagelandingpagefolderlastseen
Optional: Capture First-Touch Attribution & Find How a Lead First Discovered Your Website
Let’s say a user submits a contact form today, but they actually discovered you two weeks ago through an industry webinar ad on LinkedIn.
So, If you only track the last visit, that contact appears to be “Direct Traffic”—but you’d be missing the true acquisition channel: LinkedIn Ads.
Thus, you can add the following extra hidden fields to your forms to track the very first time a user visited your site and where they came from:
firstseenfirst_channelfirst_channeldrilldown1first_channeldrilldown2first_channeldrilldown3first_landingpagefirst_landingpagefolder
4. Automatically Sync UTM Data with Apptivo 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 Apptivo CRM, the data can be synced in one of three ways:
- Direct CRM field mapping (if using Apptivo 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 Apptivo 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 Apptivo, 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 Apptivo, you can compare customer value by acquisition source.
Example:
- Customers from webinars spend $8,000/year
- Customers from Instagram spend $1,500/year
This can be one of the best way to understand the predicted lifetime value of each marketing dollar you spend on a campaign.
Paid Social
