Use Case: UTM Parameters Captured in Meritto Widget on Client-Owned Landing Pages

Use Case: UTM Parameters Captured in Meritto Widget on Client-Owned Landing Pages

Overview 

In some scenarios, clients notice that UTM parameters are getting captured in Meritto leads, even though: 
  1. The landing page is hosted and managed by the client 
  2. The lead capture form is Meritto’s widget 
  3. UTM tracking logic is implemented via a separate custom script 
This article explains how and why UTM parameters are captured in such cases. 

Use Case Scenario

  1. Client has a custom landing page (non-Meritto page) 
  2. Meritto widget code is embedded on this page 
  3. Client has added custom JavaScript to capture UTM parameters 
  4. When a lead submits the Meritto widget form, UTM values appear correctly in Meritto 

How Does This Work?

1. UTM Parameters Are Available at Page Level 

When a user lands on a page via a campaign URL, for example: 
The UTM parameters become part of the browser context for that page. 
Any script running on the page (whether client-owned or third-party) can access these parameters.

2. Client Script Stores UTM Values 

Typically, the client’s custom script: 
  1. Reads UTM parameters from the page URL 
  2. Stores them in: 
    1. Browser cookies, or 
    2. Local storage/session storage 
This ensures UTM values persist even if: 
  1. The page is refreshed 
  2. The user navigates within the site 

3. Meritto Widget Reads the Same Browser Context

When the Meritto widget loads: 
  1. It checks the page URL 
  2. It checks browser cookies and local storage 
If UTM values are present, the widget: 
  1. Automatically maps them to UTM fields 
  2. Submits them along with the lead data 
No additional integration or configuration is required

Why Separate Scripts Still Work Together?

Although: 
  1. The UTM script is client-owned 
  2. The form widget is Meritto’s 
Both scripts: 
  1. Run in the same browser environment 
  2. Share access to the same page, DOM, and browser storage
As a result, UTM values stored by the client’s script are available to the Meritto widget at submission time. 

What This Does Not Involve?

  1. No backend or API integration between client and Meritto 
  2. No direct data push from the client’s system to Meritto 
  3. No dependency on modifying Meritto widget code 
All processing happens client-side before form submission. 

When UTM Capture May Not Work?

UTM parameters may not be captured if: 
  1. The widget is loaded inside a restricted or sandboxed iframe 
  2. UTM parameters are not stored anywhere on the page 
  3. The client script runs after form submission 
  4. Browser storage or cookies are blocked 

Conclusion

Meritto captures UTM parameters on client-owned landing pages because:
  1. UTMs exist at the page/browser level 
  2. Client scripts store them 
  3. Meritto widget reads them automatically during lead submission This behavior is expected and aligns with standard web tracking practices.