Pipedrive UTM Parameters: Hidden Fields, Web Forms and Deals

Pipedrive did add proper source fields, in May 2024, and they are better than most teams realise. Leads and deals each carry four of them.

• Source origin and Source origin IDSet by Pipedrive and not editable: how the record came to exist. The values include Web forms, Chatbot, Live chat, API, Import, Marketplace, Automation and Manually created. Reliable, because nobody can type over it.
• Source channelA list of marketing channels an admin defines in Company Settings, Data fields, and anybody can edit on a record. It can also be set through the API, which makes it the natural home for utm_source once you normalise it.
• Source channel IDA free text field to specify the channel further. Pipedrive leaves its meaning to you, and the campaign name is the obvious candidate.

Pipedrive's own article adds that the source stays attached when a lead is converted or archived, which takes care of a problem other CRMs leave to a workflow. What none of the four fields holds is the campaign, the ad, the keyword or the click ID, and origin tells you the door, not the road to it: Web forms is true of the Google Ads lead and the newsletter lead alike.

Web Forms are part of LeadBooster, which is included from the Premium plan or bought as an add-on on Lite and Growth. They create a lead or a deal from a submission and set its origin to Web forms. On parameters, the documentation is silent: Pipedrive's Web Forms documentation says nothing about UTM or hidden fields, nor about URL parameters, prefill or the referrer, and a search of Pipedrive's help centre for UTM returns no article of Pipedrive's own.

We are not going to claim it is impossible, because no Pipedrive page says so, and products change. But you cannot plan a reporting setup on an undocumented behaviour, and the developer community thread on getting UTM parameters into a Pipedrive form is where most people who try end up. In practice teams take one of the routes in the next section.

• A form you control, with hidden fields

  Your website's own form (WordPress, Webflow, HubSpot, Typeform, a coded form) gets one hidden field per parameter, filled by a script from the URL. The submission reaches Pipedrive through a native connector, Zapier, Make or the API, and each hidden field maps to a custom field.

• A capture app from the marketplace

  GA Connector's Google Analytics Connector runs its own script and writes UTMs, first and last click, the GA4 client ID and gclid into Pipedrive fields. Outfunnel, which Pipedrive acquired in August 2026, syncs form submissions and web visits. Less to build, one more vendor in the chain.

• The API, written directly

  If your form posts to your own backend, create the lead or deal through the Pipedrive API with the custom fields filled and Source channel and Source channel ID set in the same call. The most control, and somebody has to maintain it.

All three share the same two parts: something reads the parameters while the visitor is on your site, and something writes them onto the record. The second part is the easy one. The first is where the data is lost.

1. Create the custom fields

Create them on the object your form creates, a Lead or a Deal, and check in Data fields that they show on both if your team converts leads into deals. Use one naming convention and stick to it: lower case, the parameter name, a prefix for the touch.

2. Read and keep the parameters on the site

A visitor lands on a tagged URL and then clicks to a second page before the form, which strips the query string. So the script stores the parameters on arrival and fills the hidden fields from storage, not from the current URL. The first touch is written only when nothing is stored yet; the last touch is replaced whenever a new tagged visit arrives.

const KEYS = ["utm_source", "utm_medium", "utm_campaign", "utm_content", "utm_term", "gclid", "fbclid", "msclkid", "li_fat_id"];
const params = new URLSearchParams(location.search);
const seen = {};
for (const key of KEYS) if (params.get(key)) seen[key] = params.get(key);

if (Object.keys(seen).length) {
  seen.landing_page = location.pathname;
  seen.referrer = document.referrer;
  if (!localStorage.getItem("ft")) localStorage.setItem("ft", JSON.stringify(seen));
  localStorage.setItem("lt", JSON.stringify(seen));
}

const first = JSON.parse(localStorage.getItem("ft") || "{}");
const last = JSON.parse(localStorage.getItem("lt") || "{}");
document.querySelectorAll("form").forEach((form) => {
  for (const [key, value] of Object.entries(first)) {
    const input = form.querySelector(`input[name="ft_${key}"]`);
    if (input) input.value = value;
  }
  for (const [key, value] of Object.entries(last)) {
    const input = form.querySelector(`input[name="lt_${key}"]`);
    if (input) input.value = value;
  }
});

3. Map, and set the native fields too

In whatever carries the submission (the connector, the Zap, the API call), map each hidden field to its custom field, and also set Source channel from a normalised utm_source and Source channel ID from the campaign. That way the native source report works for people who never open a custom field, and the detail is there for whoever needs it.

4. Freeze the first touch onto the Deal

The money sits on the Deal, so the first touch fields have to be on it, copied at creation and never edited afterwards. Reporting on deal custom fields in the Insights visual builder needs the Premium plan or higher, which is worth knowing before you promise anybody a revenue by campaign report.

One set of UTM fields will record whichever touch your script writes, and most default setups write the last one: the brand search or the retargeting ad that brought the person back to fill in the form. Report on that alone and the channels that start journeys look useless, while the ones that collect them look brilliant.

• First touch answers where demand came fromThe campaign that introduced the person. This is what decides whether a prospecting budget is working, and the one most often lost.
• Last touch answers what closed the visitThe campaign that brought them back to convert. Useful for bidding and for spotting which ads harvest demand others created.
• Neither is the journeyTwo snapshots of a path that often runs to many sessions across weeks. Whatever happened in between is in neither field.

1. The first touch is only as old as the browser storage. Browsers limit how long script written storage survives, users clear it, and a visitor who first came on their phone and converts on a laptop arrives with an empty store. The first touch field then records the last touch under another name.
2. Organic and AI search carry no parameters. You do not tag a Google result or a ChatGPT citation, so those visits arrive as a referrer at best and as nothing at worst. Without a rule that fills the gap, they become blank fields that read as Direct.
3. Ad blockers and consent remove the script. Whatever stops your capture script from running stops the hidden fields from being filled, silently. The form still submits, and the lead looks like it came from nowhere.
4. Calls, chats and imports have no form. A lead who phones the number on the pricing page never touched a hidden field, so the campaign that paid for the call is not on the record.
5. Nothing goes back to the ad platform. Having gclid on the Deal is the precondition for sending a won deal to Google Ads, not the sending. Without a separate step, Google and Meta keep optimising on form fills.

The pattern is the same as with every form based setup: it records the session that converted, from the moment a script you wrote got to run. That is good enough for a simple funnel and short of what a budget decision on a long sales cycle needs.

1. Blank share. Leads and deals from the last 90 days with an empty campaign field. Everything in that share is pipeline you cannot assign to a channel.
2. First equals last. How often the first touch and last touch campaign are identical. A very high share usually means the first touch is being lost, not that everybody converts on the first visit.
3. Click ID share. Deals from Google Ads traffic that carry a gclid. Without it, no offline conversion can be sent for them.
4. Origin against channel. Group by Source origin and Source channel together. Web forms with no channel is the gap the hidden fields were supposed to close.

The Pipedrive integration replaces the hidden field plumbing. It is native: a one click sign in and a field mapping screen, live in about 21 minutes with no developer. It writes the source, campaign, ad, click ID, UTMs, landing page and a link to the journey onto the Person, and the attributed channel, campaign and credit onto the Deal, into dedicated LeadJourney custom fields, so your existing source fields stay as they are. It reads stage changes and won deals as they happen.

The capture half is one script on your site or in your GTM container. Every visit is recorded server-side on your own domain at 95%+ accuracy, first-party, and the click ID is captured at the click: gclid with gbraid and wbraid, fbclid, li_fat_id and msclkid. The anonymous history is joined to the person at the form fill, the call or the booking, whatever form tool you use, and there is no attribution window on the journey, so the first touch is the real first touch rather than whatever the browser still remembered.

Spend is pulled from the ad platforms and joined to the deals, and won deals go back with their value: to Meta through the Conversions API, to Google Ads as an offline conversion import on gclid, to LinkedIn through its Conversions API and to Microsoft Ads on msclkid. Five attribution models run on the same events, so first and last touch are two views of one record instead of two sets of fields.

The limits: tracking respects consent, so a visitor who declines is not measured, and a lead who never touched your website still needs a source typed in by a person.

Start with the cluster's hub, Pipedrive lead source tracking, then connecting Pipedrive to Google Ads and website tracking in Pipedrive. For the parameters themselves, our UTM parameters explainer, the GCLID guide and the free UTM builder. If links keep arriving without their tags, see lost UTM parameters, and for the wider tool choice, the attribution tools that work with Pipedrive.