Pass UTM Parameters and Ad Click IDs into Forms

Conversion Bridge captures the UTMUTM tracking tags show where traffic comes from and which campaigns lead to real conversions. parameters and ad click IDs a visitor arrived with and can drop them into a hidden field on your forms. From there, the values flow into the stored entry, notification emails, and any CRM, Zapier, or webhook feeds your form sends. This is how you carry campaign data all the way through to your CRM and set up offline conversion import.

You add a hidden field to your form, set its default value to a Conversion Bridge tag, and the value fills in automatically when the form is submitted.

• Available Tags
• How to Add a Tag to Your Form
• Form-by-Form Syntax
• Marketing Consent and Ad Click IDs
• Orders and Transactions
• What You Can Do With This Data

Available Tags

Each tag pulls one value from the visitor's journey. The base names are:

UTM parameters

• cb_utm_source
• cb_utm_medium
• cb_utm_campaign
• cb_utm_term
• cb_utm_content

Ad click IDs

• cb_gclid, cb_gbraid, cb_wbraid — Google Ads
• cb_fbclid — Meta
• cb_msclkid — Microsoft Advertising
• cb_ttclid — TikTok
• cb_li_fat_id — LinkedIn
• cb_epik — Pinterest
• cb_rdt_cid — Reddit Ads
• cb_twclid — X (Twitter) Ads
• cb_oppref — OpenAI

The base name is the same everywhere, but how you wrap it depends on the form plugin ({cb_gclid}, [cb_gclid], or a dropdown choice). See the table below.

How to Add a Tag to Your Form

The pattern is the same for every form plugin:

1. Add a hidden field to your form for each value you want to keep (for example, one for the click ID and one for the campaign)
2. Set the hidden field's default value to the matching Conversion Bridge tag
3. Save the form

When the form is submitted, Conversion Bridge fills each field from the visitor's journey. Because the value comes from the journey rather than the current page URL, it still works when a visitor lands on one page from an ad and submits a form somewhere else on your site.

Form-by-Form Syntax

Every plugin uses a hidden field, but the exact way you enter the tag differs:

Swap gclid for any tag from the list above. For example, use {cb_utm_campaign} to capture the campaign name, or [cb_utm_source] in Formidable.

Marketing Consent and Ad Click IDs

Ad click IDs (gclid, fbclid, msclkid, and the rest) are only captured and passed into your forms when the visitor has granted marketing consent. If a visitor has not given marketing consent, the click ID fields stay empty. UTM parameters are not affected by this and are always available.

Because the values fill at submission from the visitor's journey, click IDs still reach your feeds on single-page ad landing pages once the visitor gives consent.

Orders and Transactions

You don't need to add anything for ecommerce, donation, and membership plugins. Conversion Bridge automatically saves the visitor's UTM parameters and ad click IDs to the order or transaction so you can export them for offline conversion import. This works with WooCommerce, Easy Digital Downloads, GiveWP, Fluent Cart, Charitable, MemberPress, Paid Memberships Pro, ProfilePress, Tutor LMS, LifterLMS, Restrict Content Pro, and Leaky Paywall.

What You Can Do With This Data

Once UTM parameters and click IDs are stored with the entry or order, you can:

• Import offline conversions — send the click ID with a sale back to Google Ads, Meta, or Microsoft so conversions that close later (over the phone, in person, or after a delay) still get credited to the ad
• Route and score leads — pass the campaign into your CRM, Zapier, or webhook feeds to tag or score leads by source
• Use values in form logic — reference the hidden field in your form's conditional logic to change behavior based on where the visitor came from