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How to Add Hidden Fields to Gravity Forms | TTG

Key Takeaways:

What are Hidden Fields?

All forms have fields that we can see and interact with. Usually, a form will ask that users input their names, email addresses, and maybe some comments that can help guide the next steps in the communication process. These are visible fields.

Hidden fields collect information, too, but they don’t require your site visitors to manually provide the data points. They can tell us things like what page a person was on before they got linked to your form, when the form was completed, or even the login information of the person who completed it. It’s helpful for your records and data analysis to know these things, but thanks to hidden fields, you don’t have to burden your users with manually supplying those details to you.

The Hidden field can be used to store information that should not be visible to the user but can be processed and stored with the user submission. It is available under the Standard Fields section within the form editor.

How Do I Add Hidden Fields to Gravity Forms?

Adding hidden fields to your Gravity Forms is just as simple as adding visible fields. The same way you would drag and drop the field of your choice from the bank of available visible field options, you can select the box that says “hidden” and slot it into place on your form. Once added, the advanced portion of the field settings is where you decide what data will be collected in the hidden field. Not sure what some of the options mean? Here’s a quick rundown of a few important ones:

{referrer} – This allows you to see what source or webpage referred people to your form in the first place. Find out if Google is sending motivated customers your way, or if it’s your social media presence that is making all the difference!

{embed_url} – This setting lets you see what page a visitor was on when they completed the form, which is exceptionally helpful when you use a single contact or signup form on multiple pages of your website. It can inform you which pages are most successful in securing conversions.

{user_agent} – If you want to understand the browser and operating system a submission came from, or you’re interested in how many people complete the form on mobile vs. desktop, this is the right hidden field for you. It can be useful in helping you optimize user experience based on how people are currently using your site and forms.

Keeping track of where your site visitors and form submitters come from can help you better focus your ad spend or content marketing efforts. If you notice that a certain page or platform is leading to a lot of conversions (i.e. form submissions), then it likely worth your while to drive more traffic to that source, or to emulate the content that lives there.

Are Hidden Fields Secure and Ethical?

We understand the hesitation when it comes to the idea of collecting user data without it being expressly handed over by the user themselves. The truth is, hidden fields can richly enhance your data and thus your ability to personalize marketing communications with your customers. But they can also be manipulated by malicious agents or curious, tech-savvy visitors.

As a best practice, we advise anyone using hidden fields on Gravity Forms, directly in HTML, or with other form builders to research the security of the practice as it relates to your intended use. If you’re coding hidden fields yourself, trust a professional to handle it for you so you don’t accidentally leave confidential information or vulnerabilities in your fields.

Want to Learn More?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office