How does the origin of an enquiry get into my CRM?

For enquiries, measurement often ends at the form: the deal closes weeks later in the CRM, and by then nobody knows where the enquiry came from. That is why the SDK writes the origin and an identifier into the form itself. They travel with the enquiry into your CRM; with the deal, the identifier comes back through the offline import and connects it to the journey.

Setting it up

<form action="/enquiry" method="post" data-metrunio-lead>
  <input name="email" type="email" required />
  <button>Send</button>
</form>

• The SDK fills the form on load, whenever consent changes, as soon as someone enters a field, and right before it is submitted. It adds missing fields as <input type="hidden">; an existing field with the same name is filled.
• If you have a thank-you page, report the enquiry there with metrunio.conversion({ type: 'lead' }). Without an identifier of its own, the SDK takes the one from the form.
• Without a thank-you page, write data-metrunio-lead="submit". The SDK then reports the enquiry itself on submit, once per identifier. What counts is the submission, not your server’s response.
• Fill forms that appear later with metrunio.fillForm(form), passing the form or a selector such as '#enquiry'.

The fields

Source, medium and campaign come from the address the visit started with, not from the page with the form. The SDK does not assign a channel in the browser: your origin rules in Metrunio do that, and your CRM gets the values as they were in the address. The whole journey hangs on the lead ID.

Consent

• Without consent to analytics, all fields stay empty. The SDK does not even read the page address for them.
• It writes the click ID only with consent to marketing. Under statistics, the platform remains, just as Metrunio itself stores only the source of a click under statistics, not its ID.
• After consent is withdrawn, the SDK empties the fields it filled itself. After metrunio.reset(), a new identifier begins.

Text for your cookie banner

For consent to analytics to cover this purpose, the description of the category should name it. Adapt it to your data flows and periods: “With your consent to analytics, we link the source and campaign of your visit to your enquiry in our CRM and to a sale reported later, using an enquiry identifier. This lets us see which visits lead to enquiries and sales. We use platform click identifiers for this only where you have also given the corresponding marketing consent.” You do not need an extra checkbox for this.

Source without consent as well

In “Setup”, each site has the setting “Source without consent as well” under “Source in forms”. It is off. If you switch it on, the SDK writes source, medium and campaign from the current page’s address into the form without consent to analytics, as it did before 12 October 2026. Nothing more: no lead ID, no click ID, no platform, nothing in the browser’s storage. With consent, the setting changes nothing.

• The setting appears in the embed code as formSourceWithoutConsent: true. Copy the code again after switching. In the GTM template it is the box “Write the source into forms without consent as well”; in the template file from the portal, which is in German, it reads “Herkunft auch ohne Einwilligung in Formulare schreiben” and is pre-filled with the site’s setting.
• The apps and plugins for Shopify, Shopware and WordPress do not pick up the setting. There, the fields stay empty without consent.
• If you load the SDK yourself, pass the option to metrunio.init.

Form plugins and embedded forms

• Contact Form 7: add the fields as hidden fields, for example [hidden metrunio_lead_id], and include them in the mail with [metrunio_lead_id]. A small script in the page footer sets the attribute: document.querySelectorAll('.wpcf7-form').forEach((f) => f.setAttribute('data-metrunio-lead', ''));.
• Many form plugins and form services only store fields they created themselves, and some show the form in an iframe the SDK cannot reach. Add hidden fields with exactly these names there and check with a test enquiry whether the values arrive in your CRM.
• If they do not, assign the identifier yourself: report the enquiry with metrunio.conversion({ type: 'lead', leadId }) and an identifier your CRM already knows.

And back

When an enquiry turns into a deal, export it from your CRM with the lead ID in the lead_id column and import it as an offline conversion under “Orders & goals”. Metrunio finds the journey for that identifier and recalculates the attribution.