UTM Tracker for Gravity Forms

Your forms collect leads. UTM Tracker for Gravity Forms tells you which marketing earned them.

When a visitor arrives from an ad, an email, a social post, or an AI assistant’s answer, the plugin remembers where they came from. When they submit any Gravity Form, the campaign, ad click ID, landing page, and traffic channel are saved with the entry, ready for reports, notification emails, and your CRM.

Requires Gravity Forms, which is sold separately.

100% free, with no Pro version

Every feature on this page is included. There is no paid upgrade, no license key, no locked features, and no upsell prompts. The only request is an optional, dismissible rating banner on the plugin’s own admin pages.

How it works

1. Install the plugin and run the Get Started wizard. Pick a form and the values you want to capture.
2. The hidden fields are added for you. No code, and no parameter names to copy by hand.
3. Every new entry shows where the lead came from: in the entry itself, in your notification emails, and in the Reports dashboard.

Captures the data that matters

• UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content, utm_id
• Ad click IDs: Google Ads (gclid, gbraid, wbraid), Meta (fbclid), Microsoft (msclkid), TikTok (ttclid), LinkedIn (li_fat_id), and X/Twitter (twclid)
• Your own parameters: add keys such as affiliate, coupon, or salesperson
• Landing page and page context: first and latest landing page, page URL, title, path, and query string
• Visitor details (optional): referrer, device type, browser, operating system, session ID, visit date, time, and time zone

Attribution and traffic channels

Choose Last Touch (the most recent campaign gets the credit) or First Touch (the campaign that first brought the visitor keeps it). Whichever you choose, the source, medium, and campaign of both the first and the most recent tagged visit are also saved in their own fields (on by default), so you never lose either side of the story.

Every lead is also given a traffic channel based on its UTM tags, ad click IDs, and referring site: Paid Search, Organic Search, Paid Social, Organic Social, Email, Referral, Direct, or AI Search. AI Search recognizes visits from ChatGPT, Claude, Gemini, Copilot, Perplexity, Grok, Meta AI, Mistral, DeepSeek, You.com, and Phind, whether they arrive as a referrer or as a tagged link.

Reports dashboard

See the last 7 days at a glance: leads over time, leads by traffic channel, top sources, mediums, and campaigns, leads by form, device breakdown, and top landing pages. Click the traffic channel, source, medium, campaign, or form chart to filter the leads table, or download any chart as an image. Reports read your Gravity Forms entries directly, so deleted entries drop out automatically.

Campaign data in your notification emails

Add merge tags such as {utm_tracker:utm_source} to a notification subject, or {utm_tracker:summary} to the message for the full attribution block. The tags are listed in the Gravity Forms merge tag picker, so there is nothing to memorize.

Email engagement (beta)

Optionally see which links in your HTML notification emails are clicked and, with a separate open-tracking option, whether they are opened, right inside WordPress. Both are off until you turn them on. Opens are best-effort, and with BCC recipients you see that someone on the list acted, not who.

Campaign tools

• URL Builder: build campaign links with a live preview and one-click copy
• Templates: save the campaign links you reuse, with search and a default template
• QR codes: a print-ready PNG or SVG for every link, generated in your browser

Easy to test

The Debug page and an on-page debug overlay (add ?utgf_debug=1 to any page while logged in as an administrator) show exactly what was captured in your browser. The Cookie Manager lets you inspect and clear stored values between tests.

For developers

A UTMTracker JavaScript object, shortcodes such as [utm_source], a REST endpoint (/wp-json/utm-tracker/v1/current), and action and filter hooks. The full reference is in the plugin’s Developer tab.

Privacy

• Tracking data is stored in first-party cookies and the browser’s session storage on the visitor’s device and, when a form is submitted, in the Gravity Forms entry in your own database.
• Tracking never sends data to third parties and loads no external scripts. Admin pages load only files bundled with the plugin or with WordPress itself; nothing is loaded from external servers.
• In the Query String and Current Page URL values, the value of any parameter whose name looks sensitive (for example token, password, code, key, email, phone, or session) is saved as [redacted]. Detection goes by the parameter name, not its value; parameters you track individually, including custom parameters, are saved exactly as received.
• If you turn on email engagement, it stores, for each notification sent, the recipient address, the related form, entry, and notification, when it was sent, open and click counts with the time of the first open and click, and the links that were clicked, all in your own database. IP addresses and user agents are not stored.
• If you opt in to product-update emails, a local copy of the signup (email address, consent, and time) is kept in your database as well.
• The only outside request the plugin can make is the optional product-update signup in the Get Started wizard, and only if you tick its consent box. See External Services below.

Gravity Forms is a trademark of Rocketgenius, Inc. This plugin is an independent add-on and is not affiliated with or endorsed by Rocketgenius.

External Services

This plugin connects to one external service, and only if you opt in.

Product-update signup (AGS Newsletter API, run by the plugin author, Auxano Global Services)

• Purpose: to email you about plugin updates, new features, and security fixes.
• When: only when you tick “Yes, email me plugin updates” on the first step of the Get Started wizard and click Continue. Leaving the box unticked, or choosing Skip for now, sends nothing.
• What is sent: the email address in the signup field (pre-filled with your WordPress account email, which you can change), the plugin name and version, your site URL, your WordPress, PHP, database (MySQL/MariaDB), and Gravity Forms versions, site language, time zone, active theme name, the web server software string (which can include version numbers), whether the site is a multisite and uses HTTPS, the date and time the plugin was installed (or, for sites that updated from an older version, the time you signed up), and a label showing the signup came from the setup wizard. The service also receives your server’s IP address, which it uses for rate limiting.
• Where: api.auxanoglobalservices.com
• No visitor, tracking, or form data is ever sent. You can unsubscribe at any time using the link in any update email.
• Privacy policy: https://auxanoglobalservices.com/privacy-policy/

Credits

Built with these open-source libraries, all bundled with the plugin: Lucide (icons), DataTables (tables), Chart.js and chartjs-plugin-datalabels (charts), and qrcode-generator (QR codes). “QR Code” is a registered trademark of DENSO WAVE INCORPORATED.