Form Attribution Tracking vs Markopolo AI

Track the complete customer journey from first click to conversion with referral and Google Ads attribution data captured in your WordPress forms. Overview Form Attribution Tracking is a WordPress plugin that automatically captures and stores complete attribution data from Google Ads campaigns (and other traffic sources) directly in form submissions. This enables you to connect specific leads back to their originating campaigns, keywords, and ads in Google Ads for accurate conversion tracking and ROI measurement. The plugin uses first-touch attribution, meaning it captures the visitor’s original traffic source on their first visit and maintains that data through their entire journey until they convert via a form submission. Key Features Complete Google Ads Attribution Data Automatically captures 8 attribution fields for every form submission: Attribution Source – Traffic source (google, facebook, direct, etc.) Attribution Medium – Traffic medium (cpc, organic, referral, etc.) Attribution Campaign – Campaign name from utm_campaign Attribution Term – Keyword from utm_term Attribution Content – Ad variation from utm_content Google Click ID (GCLID) – Direct link to the specific Google Ads click Landing Page – The first page the visitor landed on First Click Timestamp – When the visitor first arrived Google Ads Conversion Tracking The Google Click ID (GCLID) field enables you to: – Import conversions directly back into Google Ads – Connect form submissions to specific ad clicks – Measure true campaign ROI based on actual leads/sales – Track the complete path from ad click to conversion – Attribute conversions to the exact keyword and ad that drove them Smart Tracking Technology First-Touch Attribution – Captures original source, not last-click Cookie Persistence – Maintains attribution data across multiple sessions (configurable 1-365 days) JavaScript + PHP Fallback – Dual-layer tracking ensures data capture even if JavaScript is disabled Dynamic Form Support – Mutation observer watches for forms loaded via AJAX UTM Parameter Detection – Automatically parses and stores all UTM parameters Intelligent Source Categorization – Recognizes and categorizes traffic from Google, Facebook, LinkedIn, and 15+ other platforms Universal Form Plugin Support Works seamlessly with: – Gravity Forms – Fluent Forms – Formidable Forms Modular architecture makes it easy to extend to other form plugins. Comprehensive Admin Dashboard Statistics Dashboard – View submission counts, attribution source distribution, and recent activity Form Management – See which forms have attribution tracking and bulk-add fields to all forms Debug Mode – Browser console logging for troubleshooting Flexible Configuration – Customize cookie duration and auto-add behavior How It Works Data Capture Flow Visitor Arrives – When someone visits your site, the JavaScript tracking code immediately captures: All UTM parameters from the URL Google Click ID (GCLID) if present HTTP referrer to determine traffic source Current page URL as landing page Current timestamp Attribution Stored – All data is packaged as JSON and stored in a first-party cookie with your configured expiration (default 30 days) First-Touch Persistence – If the visitor returns multiple times before converting, the original attribution data is preserved (not overwritten) Form Submission – When the visitor fills out a form, the tracking code automatically: Reads the stored attribution data Populates hidden fields in the form Submits with the complete attribution chain PHP Fallback – If JavaScript fails to populate fields, the PHP integration captures attribution server-side before form processing Integration with Google Ads To enable conversion imports in Google Ads: Forms will capture the GCLID parameter automatically from your ad URLs Export your form submissions (including attribution fields) as CSV In Google Ads, navigate to Tools → Conversions → Uploads Create a conversion action using the GCLID field to match conversions Upload your leads with timestamps and GCLIDs Google Ads will attribute the conversions to the exact campaigns, ad groups, keywords, and ads that generated them This creates a closed feedback loop between your ad spend and actual business results. Configuration Settings Access settings via Form Attribution Tracking → Settings: Auto-add to new forms – Automatically adds all 8 attribution fields when new forms are created Cookie Duration – How long to preserve first-touch attribution data (1-365 days, default 30) Debug Mode – Enables detailed logging in browser console for troubleshooting Managing Existing Forms Use the Manage Forms tab to: – View all forms and their attribution tracking status – Bulk-add attribution fields to all existing forms with one click – See which forms already have tracking enabled Statistics The Statistics tab provides: – Total submissions tracked across all forms – Breakdown of traffic sources (Google, Facebook, Direct, etc.) – Recent form submissions with their attribution data – Forms-with-tracking count Usage For Marketers Once installed and configured, the plugin works automatically. Every form submission will include complete attribution data that you can: Export to CSV and upload to Google Ads for conversion tracking Analyze in your CRM to understand which campaigns drive the best leads Use to calculate true cost-per-lead and ROI by campaign Review to optimize your landing pages and ad targeting For Developers JavaScript API The plugin exposes a global API for programmatic access: `javascript // Get full attribution data object const attribution = window.FormAttributionTracking.getAttributionData(); // Returns: { utm_source, utm_medium, utm_campaign, utm_term, utm_content, gclid, landing_page, timestamp } // Get just the traffic source (legacy method) const source = window.FormAttributionTracking.getReferralSource(); // Manually trigger form field population window.FormAttributionTracking.populateFormFields(); // Access configuration const config = window.FormAttributionTracking.config; ` JavaScript Events Listen for when attribution data is populated: `javascript window.addEventListener(‘attributionDataPopulated’, function(event) { console.log(‘Attribution captured:’, event.detail.attribution); console.log(‘Fields populated:’, event.detail.fieldsCount); }); ` PHP Hooks and Filters Extend or customize the plugin: `php // Add custom form plugin integration add_filter(‘attribution_tracking_integrations’, function($integrations) { $integrations[‘CustomForms’] = new CustomFormsIntegration(); return $integrations; }); // React to integration initialization add_action(‘attribution_tracking_integration_initialized’, function($integration_name) { error_log(“Attribution tracking initialized for: ” . $integration_name); }); // Hook into debug logging add_action(‘form_referral_source_debug_log’, function($message, $context, $source) { error_log(“[$source] $message: ” . print_r($context, true)); }, 10, 3); ` Attribution Field Names The plugin creates these hidden fields in your forms: attribution_source – Traffic source identifier attribution_medium – Marketing medium attribution_campaign – Campaign name attribution_term – Keyword/search term attribution_content – Ad content variation attribution_gclid – Google Ads Click ID attribution_landing_page – First page visited attribution_timestamp – ISO 8601 timestamp of first visit All fields are automatically populated by JavaScript and have PHP fallbacks. Traffic Source Detection The plugin intelligently categorizes traffic sources: UTM Parameters (Highest Priority) If UTM parameters are present in the URL, they are captured exactly as provided. Known Platforms (Automatic Categorization) The plugin recognizes and categorizes referrers from: – Google (google.com, google.co.uk, etc.) – Facebook (facebook.com, fb.com, m.facebook.com) – Twitter/X (twitter.com, x.com, t.co) – LinkedIn (linkedin.com, lnkd.in) – YouTube (youtube.com, youtu.be) – Instagram (instagram.com) – TikTok (tiktok.com) – Pinterest (pinterest.com, pin.it) – Reddit (reddit.com) – Bing (bing.com) – Yahoo (yahoo.com) – DuckDuckGo (duckduckgo.com) Generic Referrals For unlisted referrers, the clean hostname is stored (e.g., “example.com”) Direct Traffic When no referrer or UTM parameters are present, traffic is marked as “direct” Troubleshooting Attribution Data Not Being Captured Enable Debug Mode in plugin settings Open browser console (F12) and check for “[Referral Source]” log messages Verify cookies are enabled in the browser Check that JavaScript is not being blocked Fields Not Populating in Forms Enable Debug Mode and check console for “Field populated” messages Verify the form fields exist (check Manage Forms tab) Test with a fresh browser/incognito window Check that the form HTML includes the expected hidden field names Forms Not Showing in Dashboard Verify your form plugin (Gravity Forms, Fluent Forms, or Formidable Forms) is active Check that you have forms created in that plugin Look for PHP errors in debug.log if WP_DEBUG is enabled GCLID Not Being Captured Verify your Google Ads URLs include the {gclid} parameter Use Google’s Campaign URL Builder to test: https://ga-dev-tools.google/campaign-url-builder/ Check that cookies are working (GCLID is stored in the attribution cookie) Enable Debug Mode to see what parameters are being captured Extending the Plugin Adding Support for Other Form Plugins Create a new integration class: `php <?php namespace FormAttributionTracking\Integrations; use FormAttributionTracking\Abstracts\AbstractFormIntegration; class CustomFormPluginIntegration extends AbstractFormIntegration { public function isAvailable(): bool { return class_exists(‘CustomFormPlugin’); } public function getName(): string { return 'Custom Form Plugin'; } public function getVersion(): string { return '1.0.0'; } protected function registerHooks(): void { // Hook into your form plugin's save/render events add_action('custom_form_save', [$this, 'onFormSaved'], 10, 2); } public function addReferralSourceField(int $formId): bool { // Implement logic to add hidden fields to forms } public function removeReferralSourceField(int $formId): bool { // Implement logic to remove hidden fields } public function hasReferralSourceField(int $formId): bool { // Check if form has attribution fields } public function getAllForms(): array { // Return array of all forms } } ` Register your integration: `php add_filter(‘attribution_tracking_integrations’, function($integrations) { $integrations[‘CustomFormPlugin’] = new CustomFormPluginIntegration(); return $integrations; }); ` Architecture The plugin uses a clean, modern PHP 8+ architecture: ` src/ ├── Contracts/ │ └── FormIntegrationInterface.php # Interface all integrations must implement ├── Abstracts/ │ └── AbstractFormIntegration.php # Base class with common functionality ├── Integrations/ │ ├── GravityFormsIntegration.php # Gravity Forms support │ ├── FluentFormsIntegration.php # Fluent Forms support │ └── FormidableFormsIntegration.php # Formidable Forms support ├── Views/ │ └── admin-page.php # Admin dashboard template └── Plugin.php # Main plugin orchestration class ` Privacy & Compliance This plugin stores first-party cookies to maintain attribution data. Consider these compliance aspects: Cookie Duration: Configurable 1-365 days (default 30) Data Stored: Marketing attribution data only (no PII) First-Party Cookies: Data stays on your domain User Control: Respects browser cookie settings GDPR: Consider adding cookie consent notices per your requirements Data Retention: Attribution data is only stored in form submissions per your form plugin’s data retention policies Support & Contributing For bug reports, feature requests, or contributions: Plugin Author: Ryan Howard Website: https://www.ryanhoward.dev Text Domain: form-attribution-tracking License This plugin is licensed under the GPL v2 or later.

Markopolo AI is a lightweight tracking plugin that captures key WordPress site events and sends them to the Markopolo AI analytics platform for reporting and attribution. Key Features Page and interaction tracking: captures page_view, click, form_interaction, and Search events. Form data capture: can capture name, email, and phone values when they are present in forms. Session tracking: uses a UUID-based session identifier to group user activity. First-party identifier: manages a muid cookie for visitor identification. Marketing attribution data: can include common attribution cookies such as Facebook Pixel, TikTok, Google Analytics, and Microsoft UET cookies when present. Simple configuration: add your Tag ID from a WordPress admin settings page. Lightweight front-end script: loads only when a valid Tag ID and endpoint are configured. How It Works Install and activate the plugin. Go to Settings > Markopolo AIr. Enable Enable Tracking in plugin settings. Enter your Tag ID. Save settings. The plugin loads its front-end script and sends tracked events to the Markopolo endpoint. Tracking is off by default. The plugin does not load front-end tracking until Enable Tracking is enabled by an admin and a valid Tag ID is provided. External Services This plugin relies on Markopolo AI services to provide analytics and attribution functionality. Service A: Event ingestion endpoint What it is used for: Receiving browser-side analytics events for reporting and attribution. Endpoint: https://mtag.markopolo.ai/mark When data is sent: On tracked front-end events (for example page views, clicks, form interactions, and search events) only after admin opt-in via Enable Tracking, with a valid Tag ID and endpoint configured. Data sent may include: tag ID, page URL/path/title, referrer, language, timezone, viewport/screen data, session and visitor identifiers, attribution cookies when available, click metadata, and form-related values such as name/email/phone/search terms when detected. Service B: Settings webhook endpoint What it is used for: Notifying Markopolo when plugin settings lifecycle events occur. Endpoint: https://api-alpha.markopolo.ai/v1/integrations/wordpress/webhook When data is sent: Only after an admin has enabled Enable Tracking. When Tag ID is set for the first time. When Tag ID is updated. When Tag ID is removed. During plugin uninstall, only when tracking is enabled and a Tag ID is configured. Data sent: event name, tag ID, previous tag ID (when applicable), plugin name, site URL, and event timestamp. Service terms and privacy Terms and legal information: https://markopolo.ai/legal Privacy policy: https://markopolo.ai/legal Event Types Tracked page_view: fired on page load. click: fired when users interact with common clickable elements. form_interaction: fired on form change and submit events. Search: fired when a search term is detected from a search form or search URL. Data Collected Depending on the page and user interaction, the plugin may collect and send: Page URL, path, title, referrer, language, timezone, viewport, and screen size Session ID and visitor identifier (muid) Marketing attribution cookies when available Form values such as name, email, phone, and search terms Click metadata such as element text, ID, class, and coordinates Privacy & Consent This plugin tracks customer behavior including: * Page views, clicks, searches, and form interactions * Email addresses and phone numbers from form interactions * Marketing cookies (Facebook Pixel, TikTok, Google Analytics) * Session data and user identifiers All data is sent to the Markopolo AI platform for analytics purposes. Ensure your privacy policy covers this data collection and complies with applicable privacy regulations (GDPR, CCPA, etc.). Important: Site owners are responsible for obtaining any user consent required under applicable laws and regulations before enabling or using tracking features. Plugin-level enablement requires admin opt-in. If Enable Tracking is disabled, front-end tracking and settings webhooks are disabled. Front-end tracking also requires a valid Tag ID. Developer Notes The plugin uses a WordPress admin settings page for configuration. Settings are sanitized before being saved. Events are sent asynchronously from the front end. The plugin includes an uninstall routine that removes its saved settings. Support For support, contact the Markopolo team through your account or via email [email protected].