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How to Track Lead Attribution Using UTM Codes

Track where your leads come from by adding UTM codes to your form links and viewing source, campaign, and medium data directly on each lead in Playground CRM

Written by Sasha Reiss

Playground can capture UTM data from your marketing links and attach it directly to each lead. This lets you see where inquiries are actually coming from—ads, emails, social posts, or campaigns—inside your CRM and reports.

This works by passing UTM values through the form URL when a family submits an inquiry.

What You’ll Need

You’ll need to create custom lead properties in Playground that match the UTM parameters you want to track. The most common ones are:

  • utm_source

  • utm_campaign

  • utm_medium

  • utm_content

Important:

UTM property names are case-sensitive. They must be lowercase and match exactly. utm_source will work. UTM_Source will not. Utm_source will not.

Step 1: Create UTM Properties in Settings

  1. Go to Settings

  2. Navigate to CRM or Lead Properties

  1. Create new properties for each UTM field you want to track:

    • Name them exactly:

      • utm_source

      • utm_campaign

      • utm_medium

  1. Save your changes

Once these properties exist, Playground knows where to store the UTM values when a form is submitted.

Step 2: Add UTM Codes to Your Form URL

Take the URL of the page where families fill out your inquiry form (Playground-hosted or embedded).

At the end of the URL, add your UTM parameters.

Example

https://yourcenter.com/inquire?utm_source=facebook&utm_campaign=back_to_school&utm_medium=paid_social

How This Works

  • The ? starts the UTM section

  • Each UTM field is added as:

utm_name=value

  • Multiple fields are separated with &

You can change the values however you want:

  • utm_source=google

  • utm_campaign=summer_camp

  • utm_medium=email

Step 3: Add the Tracking Script to Your Website

The tracking script is a small snippet of code that you paste on the same page as your embedded form/meeting. When a family lands on your page from a marketing link (like a Facebook ad or Google campaign), the script reads the UTM parameters in the URL and passes them into the booking form automatically.

This means every tour submission will carry information like the traffic source, campaign name, and click ID, so your marketing reports stay accurate without families having to fill in anything extra.

💡 You only need to add the tracking script once per page. If you have the embed on multiple pages, add it to each one.

Add the Tracking Script to Your Website

💡 The tracking script is always the same:

<script src="https://app.tryplayground.com/embed/utm.js" defer></script>

</body>

  1. Copy the tracking script shown above. You can also find this tracking script in Playground by navigating to the Form tab, click the three dots next to the form, then click Embed form, and Copy Tracking Script.

  2. Paste the tracking script on each webpage that includes an embedded form or meeting. The exact steps depend on your website platform. Find yours below.

    1. Squarespace: Open the page where the embedded form or meeting type appears. Go to Settings > Advanced > Code Injection. Paste the tracking script in the Footer field and click Save.

    2. Wix: Go to Settings > Custom Code and click + Add Custom Code. Paste the tracking script, set placement to Body - end, and select the specific page where your embed lives.

    1. WordPress: Install a plugin like Insert Headers and Footers if you don't already have one. In the plugin settings, paste the tracking script in the footer for that page.

    1. Raw HTML: Paste the tracking script just before the closing </body> tag:

🚨 If you embedded a form/meeting on your website before May 2026, you will also need to update the embed code used on your website. As of May 2026 the embed code has been updated to support UTM tracking.

Step 4: Share That Link

Use this full URL in:

  • Ads

  • Email campaigns

  • Social media posts

  • QR codes

  • Website buttons

Anywhere a family clicks this link and submits the form, the UTM data will be captured.

What Happens After a Family Submits

When the inquiry form is submitted:

  • Playground automatically reads the UTM values from the URL

  • Those values are saved on the lead record

  • You can filter, sort, and report on leads by source, campaign, or medium inside the CRM

Where You’ll See This Data

You can view UTM fields:

  • On individual lead profiles

  • In CRM lists and filters

  • In reports to see which campaigns are driving real inquiries

Common Issues

  • Nothing shows up on the lead

    Usually means the property name doesn’t match the UTM parameter exactly. Check for capitalization or spelling differences.

  • Spaces in values

    Use underscores or hyphens instead of spaces:

    • back_to_school instead of back to school

Quick Checklist

  • UTM properties created in Settings

  • Property names are lowercase and exact

  • UTMs added to the form URL

  • Families are using that full link to submit inquiries

That’s it. Once this is set up, attribution just flows through automatically.

Using UTM Fields to Trigger Automations

UTM fields don’t just help with reporting, you can also use them to automatically trigger workflows based on where a lead came from.

Once your UTM properties are set up, you can create automations that run when a lead meets specific conditions, like:

  • utm_source = facebook

  • utm_campaign = back_to_school

  • utm_medium = email

Example Use Cases

  • Ad-specific follow-ups

    If a lead comes from a Facebook ad, automatically send a tailored email or SMS that references the offer they clicked.

  • Priority routing

    Route high-intent campaign leads to a specific staff member or queue.

  • Custom enrollment flows

    Start different nurture sequences based on the campaign or channel.

How It Works

When the inquiry form is submitted, the UTM values are saved on the lead. Your automation rules can watch those fields and trigger actions the moment the lead is created or updated.

This lets you personalize follow-up and internal workflows without needing separate forms or landing pages.

Reporting on UTM Performance

Once UTM data is being captured, you can use it to understand which channels and campaigns are actually driving inquiries and enrollments, not just clicks.

What You Can Report On

You can filter and group leads by:

  • utm_source (Facebook, Google, Email, etc.)

  • utm_campaign (Back to School, Summer Camp, Open House)

  • utm_medium (Paid social, organic, newsletter, QR)

Common Views

  • Leads by Source

    See which platforms are generating the most inquiries.

  • Campaign Performance

    Compare how different campaigns convert from inquiry to enrollment.

  • Channel Quality

    Identify which sources produce the highest-intent or fastest-moving leads.

How It Works

UTM fields live directly on each lead, so you can:

  • Build filtered CRM lists

  • Create saved reports

  • Export data for deeper analysis

This turns your marketing links into a closed-loop system—from click to inquiry to enrollment—inside Playground.

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