Tracking UTM parameters is crucial for understanding where your leads come from and which marketing efforts are driving results.
Unfortunately, Freshsales CRM cannot capture UTM parameters of each leads on it own.
That’s where SourceLoop.ai helps.
In this guide, we’ll walk you through the simple steps to set up UTM tracking in Freshsales using SourceLoop.ai.
4 Easy Steps to Track UTM Parameters in Freshsales
Here are 4 simple steps to capture UTM parameters in Freshsales CRM:
1. Add SourceLoop.ai on Your Website
Freshsales can’t capture the UTM parameters of all leads on its own, so a third-party plug-and-play tool like SourceLoop.ai makes sure that every inbound lead in your CRM carries the UTM parameters from both their very first and most recent visits to your website.
Getting started is easy:
- Sign up for a free account at SourceLoop.ai.
- Copy your unique tracking script.
- Paste it into the header of your website.
Once added, SourceLoop.ai automatically captures UTM tags from any URLs that bring visitors to your website.
No matter if someone finds your website through a Facebook ads, organic Google search or a LinkedIn post, their UTM values are captured by SourceLoop.ai with full accuracy.
Example of how SourceLoop capture & organizes UTM data:
Let’s say Adidas is running a Meta (Facebook + Instagram) Ads campaign to promote their new Ultraboost sneakers.
When a user clicks on the ad and visits the Adidas website, SourceLoop captures and organizes the UTM data like this:
- Channel: Paid Social
- Channel Drilldown 1: Meta Ads
- Channel Drilldown 2: Ultraboost Launch
- Channel Drilldown 3: Story Ad
- Landing Page: www.adidas.com/ultraboost
- Landing Page Folder: ultraboost
- Last Seen: April 27, 2025
2. Add UTM Parameters to Your Links
If you want SourceLoop and Freshsales CRM to correctly identify where your leads are coming from, links used by user to visit your site must include UTM parameters.
Every link you share online —whether in ads, newsletters, or social posts—should have UTMs attached.
Here’s what a properly tagged URL might look like for a Facebook ad campaign:
https://yourwebsite.com?utm_source=facebook&utm_medium=paid_social&utm_campaign=brand_campaignAnd it is not just about paid ads.
You should add UTM parameters to every link you share — whether it’s a blog post, a partner website, or even an organic social media post — to ensure you always have complete information about how a lead discovered your website.
Resources: How to Create UTM Tracking URLs
3. Add Hidden Fields to Your Lead Form
Next, make sure your lead forms embedded on website (such as contact us, request a quote, demo form) are ready to collect that UTM when someone becomes a lead.
To do this, simply add a few hidden fields to your lead forms.
These fields won’t be visible to users but will automatically collect tracking details in the background.
Standard hidden fields you’ll need:
channelchanneldrilldown1channeldrilldown2channeldrilldown3landingpagelandingpagefolderlastseen
All popular form & meeting tools like Contact Form 7, Wix Form, Cal.com, Typeform, Jotform gives you easy option to add hidden field to your embedded form.
Optional: Capture First-Touch Attribution & Find How a Lead First Found You
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 might first discover your website through a Meta ad, then return later by clicking a link in your email newsletter, and only then fill out the lead form.
The hidden fields recommended above are designed to capture information about the user’s latest visit (in this case, the visit through the email).
However, if you also want to know how they discovered your website for the first time, you can add seven additional hidden fields to capture attribution data from the user’s initial visit to your site.
first_channelfirst_channeldrilldown1first_channeldrilldown2first_channeldrilldown3first_landingpagefirst_landingpagefolderfirstseen
NOTE: SourceLoop.ai records UTM values of both first and latest visit of users to your website.
4. Sync UTM Data with Freshsales CRM in Real-Time
That’s it.
Now, when a visitor submits the form or books a meeting, SourceLoop.ai automatically passes the UTM data to the lead capture form, which you can later map to the contact inside Freshsales CRM.
What Can You Do with UTM Data in Your CRM?
1. Personalize Lead Nurture and Follow-Up
UTM tracking lets you move beyond generic follow-up emails.
Instead of sending same generic email to engage with an inbound lead, you can tailor your messaging based on exactly how they found you.
For example;
- If someone downloaded an ebook after clicking a LinkedIn ad, you could send a follow-up email like, “Thanks for grabbing our guide! Here’s one quick action step you can take today.”
- If a lead registered for a webinar through a blog post, you might follow up with an invite to book a demo, knowing they’re already engaged with your product.
2. Optimize Your Marketing Budget
Having UTM data inside your CRM lets you clearly see which channels and campaigns are actually driving qualified leads and customers.
For example:
- Let’s say Facebook Ads generate 100 leads at $10 each, but only 5% convert into paying customers.
- Meanwhile, YouTube Ads bring in leads at $15 each, but 12% of them close.
Even though YouTube leads cost more upfront, they deliver a much better conversion rate — meaning a much better return on your ad spend.
With UTM data, you can make smart, data-backed decisions about where to invest more and where to cut back.
3. Build Custom Dashboards & Reports
When UTM data is captured for every new contact in your CRM, you unlock the ability to build highly detailed custom dashboards.
For example:
You could create a dashboard that tracks the entire funnel — from Lead Source ➔ Conversion Rate ➔ Average Deal Size.
This way, instead of manually pulling CSVs and crunching numbers, your team gets real-time visibility into which campaigns are driving real revenue — and which ones need adjustments.
