Qwenvo

UTM Tracking in Forms: How to Use Hidden Fields

By the Qwenvo team · · 4 min read

To track UTM tags in a form, type /hidden to add a Hidden fields block, create one field per tag (for example utm_source), then put the same names in the form's link as query parameters. Each submission is saved with the values, and they appear as columns in Submissions.

What hidden fields are

A hidden field holds a value the respondent never sees or types. It travels in the form's URL and is stored with the submission. You can show it in text with @, use it in logic, export it, and receive it in webhooks and integrations like any other answer. The block appears only in the editor.

Set up UTM tracking

  1. In the editor, type /hidden and choose Hidden fields.
  2. Add one row per tag you want to keep: utm_source, utm_medium, utm_campaign, and any other like utm_content.
  3. Match the spelling exactly. Names are case-sensitive, so UTM_Source and utm_source are different fields.
  4. Publish the form and copy the public link from the Share tab.
  5. Add the tags to the link and use the tagged link in each campaign.
  6. Submit a test through a tagged link and open Submissions to check the columns.

Here is the shape of a tagged link. This is an example; replace FORM_ID with your own form's id:

https://qwenvo.com/r/FORM_ID?utm_source=newsletter&utm_medium=email&utm_campaign=october_launch

Values are trimmed to 2,000 characters. A hidden field can also carry a default value, which is used when the parameter is missing, so untagged traffic reads 'direct' instead of an empty cell.

Track forms embedded on your site

On the Share tab, open the embed code and switch on Save website page and query parameters. The embed then passes the page URL and its query string into the form, so UTM tags on your landing page land in the matching hidden fields with no code. The popup embed has the same option. More on this in how to embed a form on a website.

Things you can do with the values

  • Report by channel. Sort or filter Submissions by utm_source to see which campaign produced leads. Export to CSV, JSON or XLSX for a pivot table.
  • Personalise. Mention a hidden field with @ in the thank-you page, such as a customer id or a plan name.
  • Branch. A rule can read a hidden field: when utm_source is 'ads', show a different offer. See conditional logic.
  • Prefill. Point a visible question's default answer at a hidden field, such as an email passed from your app.
  • Send to other tools. Hidden fields appear in webhook payloads under hidden, in Google Sheets and Notion, and in Zapier and Make.

For a lead form to try this on, start from the lead generation form or the content download gate, add the hidden fields and tag your links.

Mistakes to avoid

  • Typos in names. One wrong letter and the value is simply not captured.
  • Tagging the page, not the form. If the form is embedded, the tags need to reach the embed. Use the save-parameters option.
  • Mixing cases. Pick one convention and keep it.
  • Putting secrets in links. Never put anything private in a URL; it can be read, copied and shared.
  • Using hidden values for access or price. See the note below.

The honest limit: hidden fields are not secret. Anyone can read and change the URL, so do not use them for decisions you need to trust. If a value controls pricing or access, check it on your own server with a webhook. Google Analytics 4 and Meta Pixel connect separately for page-level tracking.

Reading the results

After a week of tagged traffic, open Submissions and look at the utm_source and utm_campaign columns. Count how many submissions each source brought, and compare that with visits in the visit analytics. A source that sends many visits and few submissions deserves a look at its landing page, not just its ad. Keep a short note of every tag you create, so the names stay consistent across campaigns.

Questions people ask

How do I pass UTM parameters to a form?

Add hidden fields with the same names and put the parameters on the form's link or on the page that embeds it. The full reference is in hidden fields.

Where do I see the values?

As columns in Submissions and in CSV exports, and under hidden in webhook payloads.

Do hidden fields cost extra?

No. They are part of every account, along with the visit and drop-off analytics that sit well with UTM tracking. On Tally, visit and drop-off analytics need Pro. See Qwenvo vs Tally.

Can respondents see hidden fields?

Not on the form, but they are visible in the link, so treat them as public.

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