Pipedrive UTM Fields

This article describes UTM tag support in the Pipedrive connector.

UTM tag support

Pipedrive does not have built-in UTM fields. UTM tags can be passed via custom fields on the deal. It's recommended to create text-type custom fields for utm_source, utm_medium, utm_campaign, utm_content, and utm_term.

Standard UTM parameters

LightLead supports five standard UTM parameters:

Parameter	Description	Example
utm_source	Traffic source	google, facebook, yandex
utm_medium	Traffic type	cpc, cpm, email, social
utm_campaign	Campaign name	summer_sale_2026
utm_content	Ad content	banner_728x90_v1
utm_term	Keyword	buy+sofa

Setting up UTM fields

For UTM tags to be passed correctly to the CRM:

1. Set up UTM tagging on your ad links

2. Make sure the CRM accepts and stores UTM parameters

3. If needed, create custom fields for any missing UTM parameters

4. Run discovery again in LightLead

Use in reports

UTM fields in LightLead reports let you:

• Analyze sources: group by utm_source to compare channels

• Evaluate campaigns: group by utm_campaign to analyze performance

• Drill down: combine utm_source + utm_medium + utm_campaign

• Closed-loop analytics: match ad spend with revenue from the CRM

Important notes

• UTM tags are case-sensitive: Google and google are treated as different sources

• It's recommended to use a consistent standard for writing UTM tags

• If a UTM field is missing in the CRM, that data will be empty in reports

• Some CRMs only automatically save UTM tags on first touch

Related pages

• Attribution — how UTM fields are used for attribution

• Fields — all available fields

• Filters