Safari Portal automatically captures marketing attribution information when someone submits one of your forms, helping you understand which campaigns, advertisements, and websites are generating leads.
For example, if someone clicks on a Google ad, visits your website, and submits an inquiry form, Safari Portal can record that the submission originated from Google Ads.
This information can help you track the effectiveness of your marketing efforts and better understand where your leads are coming from.
What Information Does Safari Portal Track?
Safari Portal supports the following UTM tags and attribution information:
| Field | Description |
|---|---|
| Where the visitor came from, such as Google, Instagram, or a newsletter. |
| The marketing channel, such as paid advertising ( |
| The name of the marketing campaign, such as |
| The keyword associated with a paid search campaign, such as |
| Identifies a particular advertisement, button, or link, such as |
| Google Ads click identifier, automatically added by Google Ads. |
| Meta click identifier, automatically added to certain Facebook and Instagram links. |
| Microsoft Ads click identifier, automatically added by Microsoft Ads. |
Referrer | The external website that directed the visitor to your form or website. |
Landing Page | The full URL of the page where the visit was recorded, including any UTM tags. |
Note: Referrer and landing page information are captured automatically when available. UTM tags must be included in the visitor's link to be recorded.
How to Track Marketing Campaigns
To track submissions from a particular campaign, add UTM parameters to the links you share in advertisements, email newsletters, social media posts, or other marketing channels.
For example, if you're promoting a spring safari campaign in an email newsletter, your link might look like this:
https://yourwebsite.com/inquire?utm_source=newsletter&utm_medium=email&utm_campaign=spring-safaris
In this example:
- Source: newsletter
- Medium: email
- Campaign: spring-safaris
When someone follows that link and submits your form, Safari Portal records the campaign information alongside their submission.
This makes it easier to identify which marketing efforts are generating inquiries.
Tracking Forms Embedded on Your Website
UTM tracking works with both:
- Forms shared via a direct link
- Forms embedded on your website using the Responsive widget
If you're embedding forms on your website, there's one additional step we recommend to ensure accurate tracking.
Add the Widget Script to Every Page
Visitors don't always submit a form immediately after arriving on your website.
For example, someone might:
- Click on a Google advertisement and land on your homepage.
- Browse several pages of your website.
- Navigate to your Contact Us page.
- Submit an inquiry form.
To preserve the original campaign information throughout their visit, add the Safari Portal Responsive widget's script tag to every page of your website, not just the page containing your form.
The script remembers the visitor's original attribution information for 30 days, allowing Safari Portal to associate their eventual form submission with the campaign that brought them to your website.
If the visitor later arrives through a new campaign link that takes them directly to the form page, the newer campaign information takes precedence.
Where to Find UTM Information
Once a form has been submitted, you can view its attribution information in several places.
Individual Form Submissions
Open a form submission to find a new Source section containing the available UTM tags, click identifiers, referrer, and landing page information.
You'll also see a short source label on the submission card, such as:
google / cpc
This provides an at-a-glance indication of where the submission originated.
Downloaded PDFs
Attribution information is included in the PDF version of the submission that you download.
CSV Exports
UTM tags and attribution details are included in your form submissions CSV export, making it easy to analyze campaign performance in a spreadsheet or reporting tool.
Zapier and Connect API
Attribution information is also available through Zapier and the Safari Portal Connect API, allowing you to pass campaign details into external reporting systems, CRM tools, or other integrations.
What Your Clients See
UTM tracking information is for your internal use only.
It is not included in the confirmation email or PDF that your client receives after submitting a form.
Your clients can complete their forms as usual, while Safari Portal captures the attribution information behind the scenes.
Additional Details
- UTM tag values are stored up to 255 characters.
- Referrer and landing page URLs are stored up to 2,048 characters.
- Unsupported URL parameters are ignored.
- Attribution information is recorded when available and may depend on how visitors access your website or form.
By capturing this information automatically, Safari Portal makes it easier to understand where your inquiries originate, measure marketing effectiveness, and connect lead generation activity with your broader business workflows.
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