Enhancing Ad Attribution with Gravity Forms Tracking

In the world of digital marketing, understanding the effectiveness of your advertising campaigns is crucial for making informed decisions and maximizing your return on investment (ROI). Attribution plays a significant role in this process, as it helps you determine which advertising channels and campaigns are driving conversions. In this blog post, we’ll explore how you can enhance ad attribution with Gravity Forms.

The Importance of Attribution in Digital Marketing

Attribution in digital marketing refers to the process of assigning value to different touchpoints in a customer’s journey that lead to a conversion. It helps you answer questions like:

1. Which advertising channels (e.g., Google Ads, Facebook Ads, email marketing) are contributing most to your conversions?

2. What specific ad campaigns or keywords are driving the highest number of leads or sales?

3. How do customers interact with your website before converting, and which touchpoints are the most influential?

Effective attribution enables you to allocate your marketing budget more efficiently, optimize your campaigns, and understand the customer journey better. However, standard attribution models often fall short of capturing the full picture.

Enhancing Attribution with Gravity Forms Tracking

Gravity Forms is a popular WordPress plugin that allows you to create advanced forms for various purposes, including lead generation, contact forms, and even product sales. By integrating Gravity Forms with your ad campaigns, you can gather valuable data to enhance attribution and make more informed marketing decisions.

Here’s how to enhance ad attribution with Gravity Forms tracking:

1. Set Up Your Forms: Begin by creating or optimizing your Gravity Forms to collect relevant data. Capture whatever you need to accomplish your business objectives; that could be anything from an email address to an order from a customer.

2. UTM Parameters: When you promote your website through different advertising channels, use UTM parameters in your ad URLs. These parameters allow you to track the source and medium of traffic more accurately. Adding UTM codes to your URLs will help you get better information about your marketing efforts in tools like Google Analytics, but you won’t typically be able to see that information in your Gravity Forms entries unless you add a hidden field to your forms using the {referer} merge tag. Even then, you’ll only see the info you’re looking for if the customer submits the form on the page they landed on. It won’t work if they came in through the homepage, for example, and then submitted the form on another page. Our Google Ads Tracker for Gravity Forms plugin solves that problem for folks looking to track their Google Ads conversions.

3. Integration with Analytics Tools: Integrate Gravity Forms with analytics tools like Google Analytics or marketing automation platforms. This allows you to centralize data, view form submission events alongside other website interactions, and analyze the complete customer journey.

4. Setup Google Ads Tracking in Gravity Forms: If you’re running Google Ads, you can set up our Google Ads Tracker for Gravity Forms plugin so you’ll know when your forms are coming from Google Ads clicks. The Gravity Forms Google Analytics plugin mentioned above doesn’t add tracking data to your form entries, which can make attribution challenging.

Benefits of Enhanced Attribution

Enhancing ad attribution with Gravity Forms tracking provides several benefits:

1. Granular Insights: Gain a deeper understanding of how different advertising efforts contribute to conversions, allowing you to allocate your budget more effectively.

2. Improved ROI: Optimize your ad campaigns based on data-driven insights to achieve a higher return on investment.

3. Better User Experience: Use the data collected to tailor your marketing messages and offers to specific audience segments.

4. Identify High-Performing Keywords and Campaigns: Discover which keywords, ads, or campaigns are driving the most valuable leads or sales.


In the competitive landscape of digital marketing, making informed decisions is key to success. Enhancing ad attribution with Gravity Forms tracking empowers you to measure the impact of your advertising efforts accurately. By gathering granular data and integrating it with analytics tools, you can unlock valuable insights that lead to more effective campaigns, better ROI, and an improved user experience for your customers. Start leveraging Gravity Forms tracking today to enhance your attribution model and take your marketing strategy to the next level.

Ready to Take Your Gravity Forms Tracking To The Next Level?

In less than five minutes, you can have Google Ads tracking setup on all of your Gravity Forms and start capturing important data about your leads.