Loom here for brief detail : loom.com/share/28aa98cfc87542c99f2509734584f231?sid=c177a6ea-7eb9-4450-b865-df503e20549f

STACK:

FILLOUT (LEAD CAPTURING)

WEBFLOW

MAKE

ZOHO CRM

GA4 - GOOGLE ANALYTICS

Context:

We use a Fillout form embedded in our Webflow website to capture leads. The form has two steps:

1. The user fills out their contact information

2. They optionally book a meeting afterwards

We use Zoho CRM to manage our pipeline. We want to automate the lead creation/update process and implement proper tracking and attribution using GA4 and UTM parameters.

⸻

🔧 PART 1 – AUTOMATION VIA MAKE (FORM ➝ ZOHO CRM)

Goal:

Create a Make (Integromat) automation that manages incoming leads based on whether a meeting is booked or not.

Logic:

1. Step 1 – Form submission (contact info only):

• Triggered when a user submits the Fillout form

• Create a new lead in Zoho CRM

• Assign lead to “Leads” pipeline stage

• Map standard fields (first name, last name, email, phone, company, etc.)

• Most importantly: capture and inject the UTM parameters into Zoho (utm_source, utm_medium, utm_campaign)

1. Step 2 – If the user books a meeting:

• Detect that the meeting has been booked (via Fillout webhook or logic)

• Update the same lead’s status in Zoho CRM to “Meeting Booked”

• Optionally add meeting details (date, time)

1. If no meeting is booked:

• The lead remains in the “Leads” stage, with no update needed

Notes:

• No duplicate leads should be created

• The lead record must always include the original UTM parameters, for accurate marketing attribution

⸻

📈 PART 2 – GA4 + UTM TRACKING INTEGRATION

Goal:

Implement a working system to track UTMs and feed them from Webflow → Fillout → Zoho CRM, and enable conversion tracking in GA4.

Required tasks:

1. UTM Tracking Persistence (important):

• When a visitor lands on the site with UTM parameters (e.g. ?utm_source=facebook&utm_campaign=warm), the UTMs must be:

• Stored locally in the visitor’s browser (e.g., using localStorage, cookies, or any reliable method)

• Persisted across page visits or future visits

• Automatically injected into hidden fields in the Fillout form at the time of submission

• This ensures that even if the visitor navigates or reloads the page, UTMs are not lost

1. Form Integration

• Make sure the Fillout form receives the UTMs and passes them via webhook/API

• The Make automation must then retrieve those UTM values and insert them into Zoho CRM

1. GA4 Tracking

• Implement GA4 tracking setup (via Google Tag Manager or inline script)

• Events to track:

• Page views

• Form submissions

• Meeting bookings

• Ensure form submission and meeting booking events are registered in GA4 and linked to campaign data

⸻

✅ Deliverables

1. Make automation:

• Lead creation + update with proper UTM tracking

• Pipeline status management based on meeting

1. GA4 integration:

• Tracking setup for form & meetings

• Reliable UTM tracking across browser sessions

1. UTM persistence mechanism:

• Code/script that stores UTM in browser (localStorage or equivalent)

• Injection of UTMs into Fillout form dynamically

⸻

🔐 Access we will provide:

• Zoho CRM credentials / API tokens

• Make account access

• Webflow backend (for script injection)

• Fillout form links + webhook settings

• GTM/GA4 access

• Our current non-working UTM script for review

• Stored locally in the visitor’s browser (e.g., using local
• Storage, cookies, or any reliable method)
• Code/script that stores UTM in browser (local
• Injection of UTMs into Fillout form dynamically
• Zoho CRM credentials / API tokens
• Make account access
• Webflow backend (for script injection)
• Fillout form links + webhook settings
• GTM/GA4 access
• Our current non-working UTM script for review

• FILLOUT (LEAD CAPTURING)
• They optionally book a meeting afterwards
• We use Zoho CRM to manage our pipeline
• We want to automate the lead creation/update process and implement proper tracking and attribution using GA4 and UTM parameters
• Create a Make (Integromat) automation that manages incoming leads based on whether a meeting is booked or not
• Triggered when a user submits the Fillout form
• Create a new lead in Zoho CRM
• Assign lead to “Leads” pipeline stage
• Map standard fields (first name, last name, email, phone, company, etc.)
• Most importantly: capture and inject the UTM parameters into Zoho (utm_source, utm_medium, utm_campaign)
• Step 2 – If the user books a meeting:
• Detect that the meeting has been booked (via Fillout webhook or logic)
• Update the same lead’s status in Zoho CRM to “Meeting Booked”
• The lead remains in the “Leads” stage, with no update needed
• No duplicate leads should be created
• The lead record must always include the original UTM parameters, for accurate marketing attribution
• Implement a working system to track UTMs and feed them from Webflow → Fillout → Zoho CRM, and enable conversion tracking in GA4
• UTM Tracking Persistence (important):
• When a visitor lands on the site with UTM parameters (e.g. ?
• Persisted across page visits or future visits
• Automatically injected into hidden fields in the Fillout form at the time of submission
• This ensures that even if the visitor navigates or reloads the page, UTMs are not lost
• Form Integration
• Make sure the Fillout form receives the UTMs and passes them via webhook/API
• The Make automation must then retrieve those UTM values and insert them into Zoho CRM
• GA4 Tracking
• Implement GA4 tracking setup (via Google Tag Manager or inline script)
• Events to track:
• Page views
• Form submissions
• Meeting bookings
• Ensure form submission and meeting booking events are registered in GA4 and linked to campaign data
• Make automation:
• Lead creation + update with proper UTM tracking
• Pipeline status management based on meeting
• Tracking setup for form & meetings
• Reliable UTM tracking across browser sessions