How to Track Form Sources with UTM Parameters

FormRobin records where each submission came from: UTM parameters, referrer, device and browser. View it on the Sessions page with the Individual Plan.

What Is Source Tracking?

For every form a visitor opens, FormRobin records:

  • UTM parameters - utm_source, utm_medium, utm_campaign, utm_term and utm_content from the form link
  • Referrer URL - the page the visitor came from, when their browser sends it
  • Landing Page URL - the full URL the form was opened with
  • Device information - device type, browser, browser version and operating system
  • IP address - the visitor's IP address

Plan requirement: the data is recorded on both plans, but viewing, filtering and exporting it is part of the Individual Plan. See Understanding FormRobin Plans.

How does source tracking work?

  1. A visitor opens your form, for example from a link with UTM parameters.
  2. FormRobin records the tracking data when the form opens. If the visitor opens it again before submitting, the first values are kept.
  3. When the visitor submits the form, the tracking data is saved with their answers.
  4. On the Individual Plan you see it on the Sessions page, in CSV exports and in webhook data.

Which UTM parameters are recorded?

  • utm_source - where the traffic comes from (google, newsletter, facebook)
  • utm_medium - the marketing medium (cpc, email, social)
  • utm_campaign - the campaign name (spring_sale, product_launch)
  • utm_term - paid search keywords
  • utm_content - the ad or link variation

Example UTM URL

If you share your form with this link:

https://formrobin.com/f/abc123?utm_source=facebook&utm_medium=social&utm_campaign=summer2026

FormRobin records source facebook, medium social and campaign summer2026.

Device and Browser Tracking

FormRobin reads the visitor's browser information for every form it serves:

  • Device type - Desktop, Mobile or Tablet
  • Browser and browser version - for example Chrome, Firefox or Safari
  • Operating system - for example Windows, macOS, iOS or Android

Viewing Source Tracking Data (Individual Plan)

  1. Click Forms in the top navigation.
  2. Click the form, or its Sessions icon, to open its Sessions page.
  3. Scroll the table to the right to see the Source Tracking columns: UTM Source, UTM Medium, UTM Campaign, UTM Term, UTM Content, Referrer URL, Landing Page, Device, Browser, Browser Ver., OS and IP Address.
  4. Click Filters to show only submissions with a given UTM Source, UTM Medium, Campaign or Device Type.

FormRobin Sessions page showing Filters button highlighted

Each filter group lists only the values your submissions contain, so the UTM groups appear once you have submissions from UTM-tagged links. You can combine groups, for example source facebook and device Mobile.

FormRobin Filters dropdown showing Device Type filter with All Devices and Desktop options

Clicking a row opens Submission details, which also shows the UTM source, UTM medium and device. On the Free Plan the Source Tracking columns are blurred and the page offers an upgrade. More about the Sessions page: Viewing and Managing Form Responses.

Source Tracking in CSV Exports

On the Individual Plan, CSV exports add these columns after the answers:

  • UTM Source, UTM Medium, UTM Campaign, UTM Term, UTM Content
  • Referrer URL, Landing Page URL
  • Device Type, Browser, Browser Version, Operating System
  • IP Address

Free Plan exports contain the answers and dates without these columns.

Common Use Cases

  • Campaign results - see which campaigns bring in the most submissions
  • Traffic sources - compare newsletter, social and paid traffic
  • Content performance - see which pages or posts lead to submissions
  • Ad comparison - compare Facebook and Google Ads with different utm_source values
  • Devices - compare mobile and desktop submissions
  • Partner links - give each partner its own utm_source

How do I create a UTM-tagged link?

  1. Start with your form link, for example https://formrobin.com/f/abc123 (copy it from Share on the form's row).
  2. Add ? followed by the first parameter.
  3. Separate further parameters with &.

Examples:

  • Email campaign: ?utm_source=newsletter&utm_medium=email&utm_campaign=march2026
  • Facebook ad: ?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale
  • Blog post: ?utm_source=blog&utm_medium=content&utm_campaign=tutorial

Embedded forms: the UTM parameters in the address of the page where the form is embedded are not passed to the form. To tag submissions from an embed, add the parameters to the data-path value of the embed code, for example data-path="/f/abc123?utm_source=website&utm_medium=embed". See Embedding Forms on Your Website.

Tip: Google's Campaign URL Builder (ga-dev-tools.google/campaign-url-builder) creates correctly formatted UTM links.

Privacy and Data Handling

  • Tracking data, including the IP address, is stored with each submission and deleted when you delete the submission.
  • Only the five UTM parameters are stored; other parameters in the link are ignored.
  • Mention this data collection in your own privacy policy where your local rules require it.

Limitations

  • Plan: viewing, filtering and exporting need the Individual Plan (the data is recorded on both plans)
  • First visit wins: tracking data comes from the first time the visitor opens the form before submitting
  • Referrer: browsers do not always send it (direct visits, bookmarks, strict privacy settings)
  • Custom parameters: only the five standard UTM parameters are recorded

Troubleshooting

I can't see source tracking data

  • The Source Tracking columns, filters and export columns are part of the Individual Plan (see Understanding FormRobin Plans). On the Free Plan they are blurred, but the data is recorded.

UTM parameters are empty

  • Check the link format: ? before the first parameter and & between parameters, for example ?utm_source=test&utm_medium=email.
  • For embedded forms, put the parameters in the embed code's data-path (see above and Embedding Forms on Your Website).

The referrer URL is empty

  • Visitors from direct links, bookmarks or browsers with strict privacy settings do not send a referrer. This is normal.

The UTM filters are missing from Filters

  • UTM groups appear once at least one submission has UTM data. Submit a test response through a UTM-tagged link.

Still stuck? Email support@formrobin.com with the form link you shared, including its UTM parameters.

Frequently Asked Questions

Is source tracking data recorded on the Free Plan?

Yes. It is recorded for every submission on both plans; viewing and exporting it needs the Individual Plan. After an upgrade you see the data of earlier submissions too.

Can I track custom parameters?

No. Only utm_source, utm_medium, utm_campaign, utm_term and utm_content are recorded.

Can I combine filters?

Yes. On the Individual Plan you can combine one value from each group, for example UTM Source facebook and Device Type Mobile.

Does source tracking work for embedded forms?

Yes, for the referrer, device and browser. For UTM data, add the parameters to the embed code's data-path, because the host page's own UTM parameters are not passed to the form.

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