UTM attribution

UTM attribution tells you which campaign, channel or link produced each lead, so you can spend more on what works.

What is recorded

When a form is submitted AcquisitionSuite stores, against the submission and the lead:

• utm_source, utm_medium and utm_campaign from the address the visitor arrived on
• The page URL where the form was submitted
• The referrer (where they came from)
• The post or page ID the form was on

Tagging your links

Add UTM parameters to the links you share. For example:

https://yoursite.com/free-guide/?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch

• utm_source: who sent the traffic (newsletter, facebook, google)
• utm_medium: the type (email, cpc, social)
• utm_campaign: the specific campaign (spring-launch)

Be consistent with spelling and capital letters; “Facebook” and “facebook” count as different sources.

Where you see it

• Analytics → Lead Sources for a summary
• Submissions and the lead’s page for the exact values
• The export files, which include the UTM columns

Use them in automation (Pro)

Conditions can read a lead’s fields, so you can segment or route by source, for example tagging everyone from a partner campaign.

Things to know

• Attribution is captured on the visit that ends in a submission. A lead who arrives with UTMs but leaves and returns later without them will show the later visit.
• Caching plugins do not remove UTM values, but a redirect that strips the query string will.