---
title: Can I capture UTM parameters with Paperform? | Paperform Help Center | Paperform
description: UTMs are visible in exported submission results, and they can also be passed to integrations and webhooks. Embedded forms can pull UTMs from the parent page.
url: "https://paperform.co/help/articles/can-i-capture-utm-parameters-with-paperform"
type: static
generatedAt: "2026-04-03T00:46:45.496Z"
---

Can I capture UTM parameters with Paperform?
### Features

[UTM parameters](https://en.wikipedia.org/wiki/UTM_parameters) are a specific set of URL parameters which are used to track the effectiveness of marketing campaigns.

`https://example.com?utm_source=google&utm_campaign=blackfriday`

Paperform automatically captures this data when UTM parameters are added to the form's URL. If you are embedding your form, you can set it to capture the UTMs from the parent URL as well.

This data is available when [exporting your form results as a CSV](https://paperform.co/help/articles/share-form-submissions/), and you can also send it through to your [integrations](https://paperform.co/integrations/) and [webhooks](https://paperform.co/help/articles/how-to-use-webhooks/). For additional visibility and control, you may also set up [hidden fields](https://paperform.co/help/articles/what-is-a-hidden-field/) to capture UTM parameters directly as form answers.

## Embedded forms

If your form is [embedded on another web page](https://paperform.co/help/articles/embedding-guide/), you will need to capture the parameters from the parent page. You can do this by [adding a special attribute](https://paperform.co/help/articles/embedding-guide/#special-attributes) to the HTML code used to embed the form. Simply type `prefill-inherit` between the opening `<div` and `data-paperform-id`, like so:

`<div prefill-inherit data-paperform-id="...`

This tells the form to inherit all URL parameters (not just UTMs), so it can also be used for [pre-filling answers](https://paperform.co/help/articles/pre-filling-guide/).

## Exporting results as a CSV

When [exporting your form results as a CSV file,](https://paperform.co/help/articles/share-form-submissions/) you'll see columns for the five UTM parameters on the far right side of the spreadsheet.

![Screenshot of the five columns with UTM parameters (e.g. "UTM Source"), within a spreadsheet of exported results.](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/utm-params-in-exported-results-csv.png)

These columns are not visible on the results page in Paperform. If you would like to view UTMs there, see the section on adding hidden fields below.

## Integrations and webhooks

### Direct integrations

If you would like to pass data from your UTM parameters into any [direct integrations](https://paperform.co/help/articles/direct-integrations/), you can use these special answer piping properties:

 - `{{ device.utm_source }}`
 - `{{ device.utm_medium }}`
 - `{{ device.utm_campaign }}`
 - `{{ device.utm_term }}`
 - `{{ device.utm_content }}`

Simply map these values into your integrations, just as you would with a form answer.

![Screenshot of the configuration of a Google Sheets integration, with {{ device.utm_source }} mapped to a certain column, and other UTM values entered in a similar fashion.](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/mapping-utms-into-direct-integration.png)

Please note that while these special keys do work in direct integrations, they aren't supported in some other places where you can pipe answers (e.g. custom emails). This can be addressed by pre-filling the UTMs into hidden fields instead, allowing you to use regular answer piping with those fields. See the section on hidden fields below for more information.

### Zapier, Make, and custom webhooks

You'll see UTM parameters listed as options when using the third-party integration services [Zapier](https://paperform.co/help/articles/connect-paperform-to-zapier/) and [Make (Integromat)](https://paperform.co/help/articles/make-integrations/).

![Screenshot of the Zapier integration setup, with values like "Device Utm Source" being selected.](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/finding-the-utm-params-in-zapier.png)

They are also included in the payloads sent to your [custom webhooks](https://paperform.co/help/articles/how-to-use-webhooks/).

## Hidden fields

If you would like to do more with your UTM parameters, you may deliberately pre-fill them into [hidden fields](https://paperform.co/help/articles/what-is-a-hidden-field/). This will capture them as regular form answers, making them visible on your form's results page and available for any kind of [answer piping](https://paperform.co/help/articles/answer-piping-guide/).

Since UTMs are a type of URL parameter, they are already prepared for [pre-filling](https://paperform.co/help/articles/pre-filling-guide/). Follow these steps to capture your UTMs in hidden fields:

 1. Create a new question on the form and change the type to "Hidden." Alternatively, you can type the slash command ***/hidden*** into a blank line of the form editor as a shortcut.
 1. Select the field, then locate the custom question ID at the bottom of the right sidebar.
 1. Set the custom question ID to the parameter name as it will be shown in the URL (*utm_source*, *utm_medium*, etc).
 1. Repeat with a new hidden field for each parameter that you would like to capture.

![Screenshot of a Hidden field titled "UTM Source" with the custom question ID set to "utm_source"](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/setting-a-hidden-field-question-id-to-utm_source.png)

Remember, if your form is embedded, you will still need to add `prefill-inherit` to the HTML as described earlier in this article.

### Reporting with UTM segments

Once your Hidden fields are set up to capture UTM parameters, you can leverage Paperform's powerful reporting tool to analyze and segment this data. Using the built-in Segments feature you can gain deeper insights into the effectiveness of your marketing campaigns. For example, you can group responses by their `utm_source` to see how different campaigns performed.

> Important: For UTM data to be available and usable in the reporting tool, it must first be captured using hidden fields in your form.

Check out our Reporting Guide to learn more about [how to create segments](https://paperform.co/help/articles/analytics-guide/#reporting).

### Related Articles
  [What is a hidden field?  A hidden field or question is a type of field that is hidden from the user, but contains info relevant to the submission. Various methods exist for how hidden fields can be used on your forms, some more advanced than others.](/help/articles/what-is-a-hidden-field/)
[How can I share form results and get my data to others?  There are several features available to help you share your data with others by exporting, integrating, and printing results.](/help/articles/share-form-submissions/)