Source detection & UTMs

Because the same form is dropped on many pages, every submission records which page it came from. This is automatic: there is nothing to configure per page.

The source and UTM parameters Keno Forms detects
The page, referrer and first-touch UTM parameters captured automatically with each submission (shown here in the live demo).

What is captured

On render and submit, Keno Forms captures:

  • Page URL and path (where the form was submitted)
  • Page title
  • WP post id and post type
  • Referrer (the page the visitor arrived from)
  • UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content

These ride along with the lead and are attached to the stored entry, forwarded to your CRM, and included in the analytics events.

First-touch UTMs

UTM parameters are captured first-touch: the first time a visitor lands with UTMs, they are stored in a short-lived cookie (30 days). If that visitor browses to another page and converts there, the original campaign is still attributed. If a later visit brings new UTMs, they replace the stored set.

Campaign attribution

Each lead gets a single campaign_source value for reporting, resolved in this order:

  1. A campaign attribute on the shortcode, if set.
  2. The utm_campaign value, if present.
  3. The page path the form was submitted from.

Why it matters

Consistent source data means your CRM shows where each lead came from, and your GTM/GA4 conversions can be broken down by landing page and campaign without extra tracking code.