đ Web Form Attribution Series - Part 2 of 3
Part 1: Web Form Attribution Tracking - Implementation guide
Part 2: JavaScript Overview (you are here)
Part 3: JavaScript Testing Guide - Validation and troubleshooting
The Integrous JavaScript passes web source Attribution into the marketing automation platform, and ultimately to Salesforce, for web form submitters. It can also be configured for other kinds of web submissions like chat and other form implementations.
This Document Will Cover:
Overview
The Integrous attribution system is designed to store web source information in usersâ local browsers, and then to pass that information into hidden form fields when a form is submitted, only using client-side storage, not writing to or from external sources (for security/privacy compliance). Because it runs as a first-party script and doesnât rely on cookies, itâs less likely to get blocked by browser ad-blockers (though some small percent will get blocked with any tracking system).
It also passes this information for a given user between domains and sub-domains to ensure no data is lost for visitors who navigate between your web properties before submitting a form.
Each time a visitor arrives on the website, the JS writes the userâs source attribution into their local browser storage with the following logic:
It uses UTM Parameters in the page URL if present
If no UTM parameters are present, it attempts to determine whether the visit is from Organic Search, Organic Social, or other Referral (along with the source domain of each)
Otherwise it writes âDirectâ
The intention is to capture source information for each user into their local browser, however they got to the site, as long as their browser allows such tracking.
This information is saved in the userâs local browser storage for a configurable amount of time (it is pre-configured to save it for 30 days, after which it expires). Each time the user returns to the website, it writes the new source attribution to their local storage (except âDirect,â which is only captured if there isnât already attribution stored for the user), building a history of attribution stored within their browser, each expiring after the configured duration.
To pass the attribution data into form submissions, the system looks for specific hidden form fields and automatically updates the fields with the attribution data (both the oldest attribution and the most recent non-direct attribution, i.e., first-click and last-click), as well as the current page URL and the date. If any UTMs are blank, it fills a value of âUndefinedâ.
If the userâs browser allows JS to run but blocks the ability of the JS to access the local storage, it will parse UTM values out of the current page URL if possible, or if none are present, it will fall back to UTMs in the previous page visited in order to reduce the incidence of blank attribution due to individual browser security settings.
When the user submits a form, this data will pass into the marketing automation platform (controlled in the form posting, not in this JS) and ultimately into Salesforce. This information will layer valuable source attribution information onto the sales process, ultimately allowing the connection of front-end campaign data (including cost) with sales process data in Salesforce (including revenue) in order to report on return on investment.
Web Tracking Compliance Considerations
Here are a few things to keep in mind when considering web tracking/cookie compliance:
The Integrous JS runs as a first-party script, not a third-party script
It runs just like any other JS on the website that is used for basic website functionality
We don't use cookies
This data is stored in the user's local browser storage, not in cookies
If they submit a form, the data only posts to the client systems, along with the user-entered fields like name and email address
We donât store web session information for our clients
There is no PII in the data that is tracked
The only data stored is UTM fields, page URL, and date
Many of our clients do not give users the option to block this tracking and don't include our script in their cookie/tracking management options
This is because the tracking data only leaves the user's browser if they submit a form
These clients include a note in their privacy policy that says submitting a form constitutes consent to passing basic source tracking info
JavaScript Settings Configuration
The Integrous Analytics team manages the JavaScript configuration. For questions, please contact your Integrous point of contact.
Implementation and Testing Resources
Ready to implement JavaScript tracking on your website? Use these comprehensive guides:
Web Form Attribution Tracking Guide - Step-by-step implementation instructions including:
Detailed JavaScript installation via Google Tag Manager
Complete hidden form field requirements and configuration
Engagement Type and Engagement Date field setup
Cross-domain tracking setup
Troubleshooting common implementation issues
JavaScript Testing Guide - Verify your implementation is working correctly:
Quick reference for technical users
Detailed testing methodology for all skill levels
Salesforce verification steps
Advanced debugging techniques
Complete testing checklist
These guides provide the detailed implementation and validation steps needed to successfully deploy the attribution tracking described in this overview.