A web form that creates a lead records who responded. A web form that records the campaign behind the response gives marketing the attribution it needs. In Salesforce, the CampaignMember object represents the relationship between a campaign and a lead or contact, and the Lead Source field names where a person came from, with values such as Advertisement, Partner, or Web, as the Salesforce Help field reference describes.
Campaign Member and Lead Source Do Different Jobs
Lead Source describes the origin of a person. A Campaign Member describes participation in one campaign, with a Status such as Sent or Responded. A person can belong to many campaigns, but each person appears once per campaign, so the Status field holds a single value for that campaign. A form that sets Lead Source alone loses the history of which campaigns a person answered. A form that creates a Campaign Member keeps it.
What the Form Needs to Capture
Attribution depends on three values: the campaign, the member status, and the source. The campaign arrives through a URL parameter that the marketing link carries, which a hidden field in the form stores. The status reflects the action, so a form submission maps to Responded. The source maps to a Lead Source value that matches the picklist in the org. A mismatch with a restricted picklist causes the submission to fail, so the form values must match the Salesforce values.
Where Attribution Breaks
Three problems recur. Forms create a lead and skip the Campaign Member, so campaign reports show no responses. Hidden campaign values arrive blank because the link lost its parameter. And duplicate leads form because the form creates a new lead for a person who exists in Salesforce. Matching on email before creating a record prevents the third problem.
Where FormAssembly Fits
FormAssembly lists Campaign Members among the objects a form can create, and the Salesforce Workflow Connector looks up an existing lead or contact before it creates or updates a record. A form can read the campaign from the page link, map it into the Campaign Member step, and set the status and source in the same submission. Because the connector reaches Salesforce directly through the API, the Campaign Member exists as soon as the submission finishes. Marketing operations teams should test the full path in a sandbox, from the campaign link to the Campaign Member record, before a launch.
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