Marketing Attribution

You’re spending money to get people to your website. When someone submits an IntakeBot, you want to know what brought them there.

ioZen captures attribution data automatically from embedded IntakeBots, so you can connect submissions to campaigns and send conversion events to ad platforms.

What gets captured

Every IntakeBot submission records where the visitor came from:

Field	Source	What it tells you
utm_source	URL parameter	Traffic source (facebook, google, newsletter)
utm_medium	URL parameter	Channel (paid, organic, email)
utm_campaign	URL parameter	Campaign name
fbclid, gclid, ttclid	URL parameter	Platform click IDs
sessionId	Cookie	Unique visitor session
touchCount	localStorage	How many visits before converting
embedType	Loader	How the bot was embedded
geoCountry, geoCity	IP headers	Visitor location
landingPage	Captured	First page they visited
firstTouchUtm	Captured	First campaign that brought them

This happens automatically. You don’t need to configure anything for basic attribution.

First-touch vs last-touch

ioZen tracks both:

• First touch: The campaign that originally brought someone to your site (stored as firstTouchUtm)
• Last touch: The campaign that was active when they actually submitted
• Touch count: How many visits before converting

This lets you answer questions like “What campaign introduced them to us?” and “What campaign finally got them to convert?”

Embed types

How you embed the IntakeBot affects what attribution data is available:

Embed type	Description	Best for
Direct link	Standalone page at app.iozen.ai	Email campaigns, social posts, QR codes
Inline	Embedded in your page	Landing pages
Popup	Modal triggered by a button	CTAs, exit intent
Widget	Floating corner button	Persistent availability

Inline, popup, and widget embeds capture the most attribution data because they run on your domain and can access UTM parameters from the page URL.

Ad platform integrations

Send conversion events back to ad platforms so their algorithms can optimize for your actual results, not just clicks.

Platform	What you need	Plan
Meta (Facebook/Instagram)	Pixel ID, Access Token	Pro+
Google Ads	Measurement ID, API Secret	Pro+
LinkedIn	Conversion URN, Access Token	Pro+
TikTok	Pixel ID, Access Token	Pro+
Webhook	Any URL	Pro+

Setting up an integration

1. Go to FlowApp Settings → Integrations
2. Select your ad platform
3. Enter your credentials
4. Choose which events to send (submission started, submission completed, etc.)
5. Use Test mode to validate before going live

All integrations support test mode. Validate your setup before spending ad budget.

Field-level conversion tracking

This is where ioZen goes beyond basic attribution.

Standard tools tell you “this person submitted a form.” ioZen can tell the ad platform which specific fields were completed and what values they contained. This means:

• Meta can optimize for leads who provide a budget over $10,000
• Google can optimize for leads in specific industries
• You can create custom conversion events based on any field

Field-level tracking is available on Pro and Business plans.

Pre-filling from URLs

Pass parameters in your IntakeBot URL to pre-fill fields or add tracking data:

https://app.iozen.ai/f/[id]?name=John&email=john@example.com&utm_source=google&utm_campaign=spring-2026

All UTM parameters in the URL are captured automatically. Custom parameters can be mapped to fields.

Viewing attribution data

Attribution data appears in several places:

• Submission detail: See exactly where each submission came from
• Contact history: Track all touchpoints for a person across FlowApps
• Reports: Filter submissions by source, medium, campaign, or embed type

Next steps

• Embed codes for deploying IntakeBots on your site
• Webhooks for sending data to custom systems
• IntakeBots for setting up what gets collected