Lead Capture UTM Contract

A practical example

Your contract requires every form to carry hidden fields for utm_source, utm_campaign, and page URL, with a controlled vocabulary of allowed values.

A webinar registration form built by another team must use the same fields or request an exception before launch.

What to evaluate before investing

• Confirm the form builder supports hidden fields that persist across multi-page submissions.
• Check whether the vendor validates parameter values against your controlled list or accepts free text.
• Ask how the tool records the referrer when UTM parameters are missing.

Limitations and tradeoffs

Strict controlled vocabularies reduce gaps but require ongoing maintenance; every new campaign or channel needs a registered value or submissions will fall outside the contract.