📊 UTM Parameters
What are UTM parameters?​
UTM parameters are small tags you add to the end of a link. They tell you where a visitor came from: which website, which ad, which email.
For example, this link tells you the visitor came from a Facebook ad in your spring sale campaign:
https://fill.formnx.com/f/registration-xyz123/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale
The person filling in the form doesn't have to do anything. The tags are part of the link they clicked.
Why use them?​
If you share your form in more than one place, UTM parameters show you which place actually brings in responses. For example, you can find out:
- whether your Facebook ad or your Google ad brought in more bookings;
- how many enquiries came from this month's newsletter;
- which of two ad designs got more sign-ups.
This helps you spend your time and money on what works.
Which parameters does FormNX save?​
FormNX saves these automatically with every response. You don't need to add any fields to your form.
| Parameter | What it's for | Example value |
|---|---|---|
utm_source | Where the visitor came from | facebook, google, newsletter |
utm_medium | The type of link | paid_social, cpc, email |
utm_campaign | The name of your campaign | spring_sale, black_friday |
utm_term | The search keyword (mostly for search ads) | wedding_photographer |
utm_content | Which ad or link, when you have several | video_ad, banner_top |
utm_id | A campaign ID | summer2026 |
FormNX also saves the click IDs that ad platforms add to links on their own:
| Click ID | Added by |
|---|---|
gclid | Google Ads |
fbclid | Meta (Facebook and Instagram) |
msclkid | Microsoft Ads (Bing) |
You don't add click IDs yourself. The ad platform adds them when someone clicks your ad. This is useful because Google Ads often sends only a gclid and no UTM tags.
Other parameters in the link are not saved as UTM data.
How to add UTM parameters to your form link​
Step-1: Copy your form link from the Publish tab in the form builder. It will look like this:
https://fill.formnx.com/f/registration-xyz123/
Step-2: Add a question mark (?) to the end of the link, then your first parameter and its value, joined by an equals sign (=):
https://fill.formnx.com/f/registration-xyz123/?utm_source=facebook
Step-3: Add more parameters with an ampersand (&) between each one:
https://fill.formnx.com/f/registration-xyz123/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale
Step-4: Use this new link in your ad, post or email.
Use lowercase letters, numbers and underscores (for example spring_sale, not Spring Sale!). Pick names once and reuse them, so facebook is always facebook and not sometimes fb. That keeps your results easy to compare.
Example: a Facebook ad​
You are running two Facebook ads for your spring sale, one with a video and one with a photo. Use a different utm_content for each ad:
https://fill.formnx.com/f/registration-xyz123/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale&utm_content=video_ad
https://fill.formnx.com/f/registration-xyz123/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale&utm_content=photo_ad
Example: a newsletter​
You are linking to your form from your October newsletter:
https://fill.formnx.com/f/registration-xyz123/?utm_source=newsletter&utm_medium=email&utm_campaign=october_newsletter
Where to see the saved values​
On a single response: Open a response from your form's responses list. If the visitor arrived through a link with UTM parameters or a click ID, a UTM Parameters section shows the saved values (for example UTM Source, UTM Campaign or Google Ads Click ID (gclid)). Only the values that were in the link are shown.
In your export: When you export responses to Excel or CSV, the UTM and click ID values are added as extra columns at the end, one column per parameter. These columns appear once at least one response to the form has UTM data.
If a visitor reloads the form or comes back to it after paying, the values they arrived with are still saved. If they save their progress and finish later, the response keeps the values from their first visit.
Does it work with embedded and popup forms?​
Yes. When you put your form on your website with the embed code or the popup code from the Publish tab, FormNX reads the UTM parameters and click IDs from your web page's link and saves them with the response.
So if you send people to https://www.yourwebsite.com/contact/?utm_source=newsletter&utm_medium=email and your form is embedded on that page, the response is saved with utm_source=newsletter and utm_medium=email.
Want a UTM value inside a form field too?​
The automatic capture above saves the values with the response for you. If you also want a value inside one of your form fields, you can still pre-fill a field from the URL: give the field the same field name as the parameter (for example utm_source).