Understanding Attribution Data
Learn about the marketing attribution data Lead to Sheet captures with every submission.
UTM parameters
UTM parameters are tags added to URLs to track where your traffic comes from. When a visitor arrives at your site through a URL with UTM tags and then submits a form, Lead to Sheet captures those tags automatically.
- utm_source — where the traffic came from (e.g., google, facebook, newsletter)
- utm_medium — the type of traffic (e.g., cpc, email, social)
- utm_campaign — the specific campaign name (e.g., spring_sale, product_launch)
- utm_term — the search keyword (used mainly for paid search)
- utm_content — which ad or link was clicked (useful for A/B testing)
Tip
If you’re running Google Ads, Facebook Ads, or email campaigns, make sure your URLs include UTM parameters. This lets you see exactly which campaigns are generating leads.
Ad platform click IDs
When visitors click on ads, the ad platform adds a unique click ID to the URL. Lead to Sheet captures these automatically so you can match leads back to specific ad clicks.
- gclid — Google Ads click ID
- fbclid — Facebook / Meta Ads click ID
- msclkid — Microsoft Ads click ID
- ttclid — TikTok Ads click ID
- li_fat_id — LinkedIn Ads click ID
These IDs appear in dedicated columns in your Google Sheet, making it easy to connect your form submissions to your ad campaigns for ROI tracking.
Browser and device data
Lead to Sheet also captures information about the visitor’s browser and device. This can help you understand your audience and debug form issues:
- Browser and browser version
- Operating system and version
- Device type (desktop, mobile, tablet)
- Screen size and viewport size
- Language and timezone
- Referring page (the page the visitor came from before landing on your form)
Note
All browser and device data is derived from publicly available browser information. Lead to Sheet does not use cookies or track visitors across sites.