Pardot Account Engagement UTM Tracking Integration

• Pardot UTM Tracking Integration
• Send Pardot Account Engagement UTMs via Zapier or Webhook

Pardot UTM Tracking Integration

UTM attribution overview

This guide explains Pardot UTM Tracking Integration with HandL UTM Grabber. It helps you pass lead attribution into your CRM, email platform, or marketing automation workflow and keep the marketing context needed for accurate reporting across forms, bookings, signups, and sales.

1) Add utm-src as class to your iframe

<iframe loading="lazy" class="utm-src" style="border: 0;" src="{https://pardotform_src}" width="100%" frameborder="0" scrolling="no"></iframe>

This will help plugin to recognize the Pardot form and pass the UTMs collected on the site to Pardot form as query argument.

2) Create the following custom fields in Pardot and add them to your form.

utm_campaign – Collects utm_campaign variable.
utm_source – Collects utm_source variable.
utm_term – Collects utm_term variable.
utm_medium – Collects utm_medium variable.
utm_content – Collects utm_content variable.
gclid – Collects gclid variable.
fbclid – Collects gclid variable.

This is the bare minimum, you can add much more fields. Please see Native WP Shortcodes for the full list of parameters supported.

3) Go to Pardot Form and add the following snippet in "Below Form" section

<script type="text/javascript">
        // Parse the URL
        function getParameterByName(name) {
            name = name.replace(/[\[]/, "\\[").replace(/[\]]/, "\\]");
            var regex = new RegExp("[\\?&]" + name + "=([^&#]*)"),
            results = regex.exec(location.search);
            return results === null ? "" : decodeURIComponent(results[1].replace(/\+/g, " "));
        }
        // Give the URL parameters variable names
        var source = getParameterByName('utm_source');
        var medium = getParameterByName('utm_medium');
        var campaign = getParameterByName('utm_campaign');
        var term = getParameterByName('utm_term');
        var content = getParameterByName('utm_content');
        var gclid = getParameterByName('gclid');
        var fbclid = getParameterByName('fbclid');
         
        // Put the variable names into the hidden fields in the form. selector should be "p.YOURFIELDNAME input"
        document.querySelector(".utm_source input").value = source;
        document.querySelector(".utm_medium input").value = medium;
        document.querySelector(".utm_campaign input").value = campaign;
        document.querySelector(".utm_term input").value = term;
        document.querySelector(".utm_content input").value = content;
        document.querySelector(".gclid input").value = gclid;
        document.querySelector(".fbclid input").value = fbclid;
</script>

Send Pardot Account Engagement UTMs via Zapier or Webhook

UTM attribution overview

This walkthrough covers sending full UTM Grabber data from Pardot Account Engagement to Zapier, Make, or your own webhook. Handy when you need gclid, fbclid, first-touch fields, or custom params alongside the lead or order.

For the primary setup, see the main Pardot Account Engagement guide.

When a webhook makes sense

Native fields in Pardot Account Engagement often stop at basic UTMs. A webhook lets you push everything UTM Grabber stores without trimming values or losing click IDs.

Thank-you page script

Paste this on your confirmation page. Swap in your Zapier or Make hook URL.

<script>
var qvars = {};
window.location.href.replace(/[?&]+([^=&]+)=([^&]*)/gi, function(m, key, value) {
    qvars[key] = decodeURIComponent(value.replace(/\+/g, ' '));
});
qvars = Object.assign({}, (typeof handl_utm !== 'undefined' ? handl_utm : {}), qvars);
setTimeout(function() {
    var data = new URLSearchParams(qvars).toString();
    var xmlHttp = new XMLHttpRequest();
    xmlHttp.open('GET', 'https://hooks.zapier.com/hooks/catch/YOUR_ID/YOUR_KEY/?' + data, true);
    xmlHttp.send(null);
}, 1000);
</script>

Full pattern explained in Triggering Zapier on Thank you Page.

Quick Zapier / Make checklist

1. Create a Catch Hook trigger and copy the URL
2. Run a test conversion with UTMs in the landing URL
3. Confirm gclid, utm_source, and email (if present) show up in the payload
4. Map fields into your CRM or spreadsheet

Parameter reference: Native WP Shortcodes.

Make users: see Make Integromat integration.