If you are running marketing campaigns, you know how important UTM parameters are for tracking where your leads are coming from.
But getting that UTM data into Salesforce? That’s where things usually get complicated.
In this blog post, I’ll show you how to use Attributely.ai to easily track UTM parameters in Salesforce.
Let’s get started.
4 Easy Steps to Track UTM Parameters in Salesforce CRM
Here are 4 simple steps to capture UTM parameters in Salesforce CRM:
1. Add Attributely.ai on Your Website
Start by signing up for Attributely.ai.
Once you’re signed in, get your unique tracking script and paste it into your website’s header.
Now, whenever a user clicks a link to visit your website, Attributely reads the UTM tags and stores them in the visitor’s browser cookies.
The best part is that Attributely organizes UTM information into easy-to-understand marketing attributes, and even if the user clicks around on five different pages before filling out a lead form, their organized UTM info stays intact.
Here’s how Attributely organizes UTM information:
Example:
Let’s say Nike is using Attributely.ai, and a user clicks on one of their Google Display Ads promoting new running shoes for spring.
Attributely.ai will capture and organize the user’s visit information like this:
- Channel = Display
- Channel Drilldown 1 = Google Display Network
- Channel Drilldown 2 = Banner Ad
- Channel Drilldown 3 = Spring Running Shoes
- Landing Page = www.nike.com/running-shoes/spring-collection
- Landing Page Folder = running-shoes
- Last Seen = Apr 14, 2025
2. Add UTM Parameters to Your Links
With your site ready to capture UTMs, the next step is to make sure people actually arrive with UTM parameters attached.
Open any link pointing to your website such as links in Google Ads, Meta Ads, Email Newsletter, social media post, etc and make sure they have proper UTM information in thelink.
Example of a link with UTM parameters:
https://yoursite.com/quiz?utm_source=facebook&utm_medium=paid&utm_campaign=summer_saleResources:
- How to add UTM parameters in Google Ads
- How to add URL parameters to Meta ads
- How to setup UTM Codes for LinkedIn Ads
- How to add UTMs to your TikTok ads
3. Add Hidden Fields to Your Lead Form
Capturing UTM parameters means nothing if your lead forms don’t record them.
So, you will need to add a few hidden fields to th lead form or meeting booking form.
These fields won’t be visible to users, but when the form is submitted, Attributely will autofill them with the correct UTM values.
The fields you’ll need:
- channel
- channeldrilldown1
- channeldrilldown2
- channeldrilldown3
- landingpage
- landingpagefolder
- lastseen
Optional: Capture First-Touch Attribution Too (Highly Recommended for B2B)
If you sell B2B products or services where a user can visit your website multiple times before converting, it’s also a good idea to track first-touch attribution.
Here are 7 other.hidden fields you can set up to receive the attribution data for the first time the user visited your website:
- first_channel
- first_channeldrilldown1
- first_channeldrilldown2
- first_channeldrilldown3
- first_landingpage
- first_landingpagefolder
- firstseen
4. Watch UTM Data Flow Seamlessly Into Salesforce CRM
That’s it.
Every time someone fills out a form or requests a meeting, your contact inside Salesforce will begin to display attribution data automatically.
With lead source data inside Salesforce CRM, you can:
1. Send Highly Personalized Nurture Campaigns
Did you know personalized emails have a 29% higher open rate and a 41% higher click-through rate compared to non-personalized ones? (source)
Understanding precisely where a lead came from—whether it’s a particular ad, blog post, or social campaign—allows you to customize your follow-up. You can send the correct message based on what initially interested them.
2. Avoid Wasting Budget on Underperforming Channels
Not every marketing channel performs equally well.
Without monitoring UTM parameters, you’re simply guessing which campaigns are driving actual results.
With clear data in your CRM, you know which sources drive high-quality leads that close.
3. Prove the True ROI of Every Campaign
When UTM data is mapped to revenue outcomes in your CRM, you can finally make cause-and-effect relationships between campaign clicks, marketing-qualified leads, and real closed deals.
Instead of vague reporting, you have an actual picture of your marketing ROI, segmented by campaign, channel, or even specific ad.
Picture saying to your manager:
“Our Facebook Free Demo campaign generated 800 leads, led to 45 product demos, and closed $120,000 in new revenue.”
This helps make it easier to justify budgets, plan future campaigns, and demonstrate the true value of marketing efforts to leadership.
