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_sourceutm_campaignutm_mediumutm_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
Go to Settings
Navigate to CRM or Lead Properties
Create new properties for each UTM field you want to track:
Name them exactly:
utm_sourceutm_campaignutm_medium
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: 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.