Help Center

UTM Parameters for Lead Source Attribution

UTM parameters are tracking values added to a URL. They help LeadCenter understand which campaign, channel, or source brought a visitor to your website before they submit a form or complete another capture action.

What a UTM URL Looks Like

Example:

https://example.com/retirement-webinar?utm_source=google&utm_medium=cpc&utm_campaign=retirement_webinar_q4

The values after the question mark tell LeadCenter and other analytics tools where the visitor came from.

Common UTM Parameters

How UTMs Help LeadCenter Attribution

When a visitor submits a tracked form or completes another supported capture action, LeadCenter can use the available tracking information to help assign the contact to the correct Source or Campaign.

For best results, make sure your UTM values match the way your Sources and Campaigns are named in LeadCenter.

Recommended Naming Approach

• Use lowercase values. Example: google instead of Google.
• Use underscores or hyphens instead of spaces. Example: retirement_webinar_q4.
• Keep campaign names consistent. Use the same value in ads, emails, and landing pages.
• Match your LeadCenter Source and Campaign structure. For example, Source = Google Ads, Campaign = Retirement Webinar Q4.

Example UTM Setups

Google Ads Campaign

utm_source=google
utm_medium=cpc
utm_campaign=retirement_webinar_q4

Facebook Campaign

utm_source=facebook
utm_medium=paid_social
utm_campaign=seminar_registration_october

Email Campaign

utm_source=newsletter
utm_medium=email
utm_campaign=tax_planning_invite

Direct Mail QR Code

utm_source=direct_mail
utm_medium=qr_code
utm_campaign=estate_planning_offer

Build and Test a Tracked URL

1. Create or confirm the Source and Campaign in LeadCenter.
2. Create the URL with the UTM parameters you plan to use.
3. Open the URL in an incognito window.
4. Submit a real test form or complete the capture action.
5. Open the new contact in LeadCenter.
6. Confirm the Source and Campaign are correct.

Use the Find Matching Lead Source URL Test Tool and a real test submission to confirm attribution before launching a campaign.

Important Notes

• UTM behavior can depend on the capture method and how the page is configured.
• Do not assume UTMs persist across multiple pages unless you have tested your exact flow.
• If your website redirects visitors, test the final URL to make sure UTM values are not stripped.
• If no UTM values are present, LeadCenter may rely on the form's default Source or the capture method's assigned Source.

Best Practices

• Use a standard naming convention. Decide how your team names Sources, Campaigns, and UTM values.
• Test every major campaign. Use a real test submission before launch.
• Set default Sources. Use default Sources as a fallback for forms and other capture methods.
• Keep campaign values readable. Your team should be able to understand them later in reports.
• Avoid changing UTM values mid-campaign. Inconsistent naming splits reporting.

FAQs

Do I need every UTM parameter?

No. utm_source, utm_medium, and utm_campaign are usually the most important.

Can UTMs override a form's default Source?

This can depend on the capture setup. Test with a real submission before launch to confirm how attribution resolves.

What happens if the URL has no UTM parameters?

LeadCenter may use the form's default Source or the Source assigned to the capture method.

How do I confirm a URL will match correctly?

Use the Find Matching Lead Source URL Test Tool and submit a real test lead through the same path your prospects will use.

Related Articles

• Marketing Sources and Channels
• Sources vs. Campaigns: Parent / Child Hierarchy
• Find Matching Lead Source URL Test Tool
• Where the Source Comes from on an Inbound Lead