Track UTM campaigns from Tally forms in monday.com

How a UTM value reaches your board

A marketing team runs a spring webinar through a LinkedIn ad, a newsletter and a partner’s blog, all pointing at one Tally demo request form. Each lead should reach monday.com with the campaign that brought them.

1. Campaign link with UTM values
2. Tally hidden fields
3. Tally Forms Automation
4. Board columns

Nothing here is automatic. To Tally, a UTM parameter is a URL parameter like any other, and hidden fields are how a form saves one. Each hidden field keeps the value of the URL parameter with the same name. So you add a hidden field for each parameter, and the app treats it like any other answer.

Add the hidden fields in Tally

1. In the Tally editor, type /hidden to insert a hidden field block.
2. Name it exactly like the URL parameter, such as utm_source.
3. Add a separate block for utm_medium and for utm_campaign.
4. Publish the form.

Then add the values to each link. The first parameter follows a ? and the others are separated with &:

https://tally.so/r/aBcDeF?utm_source=linkedin&utm_medium=paid&utm_campaign=spring-webinar

Agree on the values before you build the links. Write them in lowercase, and join words with hyphens, not underscores. The reason is in Send one campaign to its own group.

If the form is embedded on your website

The same hidden fields work there. Tally forwards the page’s query parameters to the form by default for popups and full page embeds, and for standard embeds that use the HTML snippet or JavaScript.

The values have to be on the page where the form opens. A visitor who lands on one page and fills the form on another arrives without them. Tally’s hidden fields article links to guides for other tools, such as Attributer.

Choose a column for each value

Hidden fields send text, so they can fill any column that takes text. The right one depends on how many different values you expect:

Map the fields to your board

Create an item for every response. It’s the safest setup, because no lead is left out:

In Data, each hidden field shows (hidden field) after its name:

Map Submission Date to a Date column, so you can compare campaigns by week. Map Full Response to Item Update as well. The update lists the hidden fields that have a value, which keeps a record even if a column changes later.

Open the form’s link with UTM values in it, submit a test response and check the columns. Then open the plain link and submit another. That item has empty UTM columns, which is what your direct traffic looks like.

Read the board by campaign

Demo requests

New leads

Name	Source	Medium	Campaign	Submitted	Lead status
Priya Nair	linkedin	paid	spring-webinar	2026-11-03	Qualified
Tom Beck	newsletter	email	spring-webinar	2026-11-04	New
Lena Roth				2026-11-04	New

• See one campaign. Filter the board on Campaign to list its leads.
• Compare sources. Add a chart to a dashboard and count items by Source. monday.com’s chart widget shows data from your boards.
• Count quality, not volume. Add a Lead status column of your own and leave it out of Data, so your team owns it. Filtering on Campaign and Lead status together shows which campaign brings leads worth calling.
• Spot direct traffic. Empty UTM columns mean the person used a link without UTM values.

Send one campaign to its own group

The text condition template can check a hidden field. Question lists it with (hidden field) after its name:

Before you split a form this way, check what happens to each kind of lead. Each automation runs on its own, and every one that passes creates its own item:

If direct leads matter, keep the single create template and use the columns. Route with conditions only when you’re happy for a form to collect one campaign’s leads and nothing else.

contains matches whole words, and that’s why hyphens matter. spring matches spring-webinar, but it doesn’t match spring_webinar. Capitalization doesn’t matter. See Text conditions.

One item per response, or one per lead

A lead who comes back through a second campaign raises the usual attribution question: which campaign gets the credit?

Hidden fields can’t be used for matching, so match on an answer such as Email. New items go to the board’s top group, so that template can’t sort leads into groups for you.

With the update template, the first campaign isn’t kept in a column. Map Full Response to Item Update, and each visit stays in the item’s updates, with its UTM values.

Forms embedded in monday.com don’t carry UTM values, so use public links for campaigns. See Embed a Tally form in monday.com. For everything else the app does, read the Tally monday.com integration guide.