Typeform Hidden Fields: the full setup, and when you can skip it

Hidden Fields, built right

A Hidden Field is a named slot you declare in the Typeform builder. The respondent never sees it. You fill it by appending a matching query parameter to the form’s URL, and that value comes back in the response.

1. Declare the fields. In the builder, open Hidden Fields and add a key per value: utm_source, utm_medium, utm_campaign, utm_term, utm_content. Keys are case sensitive and must match your parameters exactly.
2. Capture the values at landing. Read the parameters from the URL on arrival and store them, so they survive the visitor browsing to another page. Session storage lasts the browser session. A cookie lasts longer and covers the visitor who comes back tomorrow.
3. Append on every entry point. Every link, button and embed that opens the Typeform needs the stored values appended. Cover every path, because each one carries its own values.
4. Test with a live parameter. Open the form through a real tagged URL, submit, and check the response carries the values. Test each entry point separately, since each one works on its own.
5. Map them onward. Map each Hidden Field through your Typeform integration or Zapier into your CRM, and repeat that mapping for every new form.

If UTMs are all you need, Typeform’s native UTM setting captures the five standard parameters with no declaration. Switch it on and you are done.

The whole visit on the response

A Hidden Field carries a campaign name. The connected record carries the visit around it: the landing page, the referrer, the first and last visit, and the pages viewed before the form opened. Three reads of your pricing page show up as three reads. Very telling.

• Organic, direct and referral responses arrive with a channel.
• A visitor who returns days later keeps the first campaign.
• New Typeforms are covered the moment you tick them.