If you’re tired of sending the same generic form to everyone and hoping for the best, you’re not alone. This guide is for people who want more from their forms—smarter targeting, better user experience, and cleaner data. Whether you run marketing campaigns, collect leads, or just like things organized, learning how to use hidden fields in Typeform can make your forms way more powerful.
Let’s skip the marketing fluff. You’ll get a practical, step-by-step walkthrough, some honest warnings about pitfalls, and a handful of useful tips you won’t find buried in a help center.
Why hidden fields matter (and when not to bother)
Hidden fields are bits of information you pass into a form without the user seeing it. This could be someone’s email, a campaign source, or the plan they’re on—anything you already know and want to track or act on.
What they’re actually good for: - Personalizing the form (showing names, tailoring questions, etc.) - Segmenting responses so you know where someone came from (email, ad, newsletter, etc.) - Passing data to your CRM or automation tools without asking the user again
But don’t overthink it: - If you’re just collecting coffee orders for the office, skip the hidden fields. - If you need airtight, secure data, remember hidden fields can be manipulated by anyone with the link (they’re not “secure”). - They’re not magic—if your upstream data is messy, your segmentation will be too.
Step 1: Figure out what you actually need to track
Before you start clicking around, get clear on what info you want to pass into the form. Less is more.
Common examples: - Email addresses (if you’re sending personalized links) - Campaign source (where did this person come from?) - User IDs (for matching up with your database) - Plan types, referral codes, or any other “tag” you care about
Pro tip: If you try to track everything, you’ll end up using nothing. Pick 2–3 fields that actually help you segment or personalize. Ignore the rest.
Step 2: Add hidden fields to your Typeform
Here’s how to add hidden fields:
- Open your Typeform and go to the “Build” section.
- On the left sidebar, scroll down and click Hidden Fields (it’s below the regular question types).
- Add the names of the fields you want (e.g.,
email,source,plan). - Hit “Save.” These fields are now part of your form, but users won’t see them.
Naming tips:
- Use lowercase and avoid spaces (utm_source not UTM Source)
- Stick to simple names—it’ll save you headaches later when you’re mapping data
Step 3: Pre-fill hidden fields in your form URL
Now, you need to pass values into those fields when someone clicks your form link. This happens in the URL.
The format looks like this:
https://yourform.typeform.com/to/abc123?email=someone@email.com&source=newsletter
Each hidden field gets filled in as a URL parameter.
How to set this up:
- If you’re sending emails, most email tools let you use merge tags (like {{email}}) in links.
- Example:
https://yourform.typeform.com/to/abc123?email={{email}}&source=newsletter
- For ads, set up your URLs with UTM parameters or whatever tracking you use.
- If you’re embedding the form on your site, use JavaScript to append the hidden fields (but this gets technical fast—most folks just use links).
Heads up: If someone forwards the link, those values go with it. If you care about data accuracy, don’t use hidden fields for anything sensitive.
Step 4: Use hidden fields inside your form
Personalization is where things get interesting. You can actually use hidden field values to tailor the form. Here’s how:
A. Show custom greetings or questions
- In any question (except the Welcome Screen), type @ and you’ll see your hidden fields pop up.
- Example: “Hi @email, thanks for joining us from the @source campaign!”
B. Branch logic based on hidden fields
- Want to show or hide questions based on the user’s plan, source, or status? Use Logic Jumps.
- Example: “If plan is ‘pro’, show advanced questions. If not, skip.”
C. Pass data to integrations - When you connect Typeform to your CRM, email tool, or Zapier, those hidden fields come along for the ride. - Map them to custom fields, tags, segments—whatever you want.
What doesn’t work so well: - You can’t use hidden fields to change the actual structure of the form (like adding entire pages). - Typeform can sometimes be finicky with Logic Jumps and hidden fields—test every scenario, or you’ll get weird results.
Step 5: Set up segmentation and follow-up
When responses come in, those hidden fields are just like any other answer—you can filter by them in Typeform’s results, or in your connected tools.
Practical ways to use this: - Send different follow-up emails based on campaign source or plan - Score leads or trigger automations in your CRM - Export and analyze the data for patterns, without extra manual tagging
What to ignore: - Don’t bother with hidden fields if you’re not going to do anything with the data. - Don’t try to use hidden fields for anything security-sensitive (like passwords or payment info).
Pitfalls, limitations, and honest warnings
Let’s be real—hidden fields aren’t perfect. Here’s what to watch for:
- They’re not secure. Anyone can see or edit the values in the URL. Don’t use them for authentication or sensitive data.
- Messy data in = messy data out. If you use the wrong merge tag or forget to fill a field, you’ll see blank or broken data in your reports.
- Forwarded links break segmentation. If someone forwards their personalized link, your segmentation gets scrambled.
- Typeform quirks. Sometimes hidden fields don’t populate as expected—especially if you’re embedding the form or have weird link setups. Always test.
How to avoid headaches: - Test every link and scenario before launch. - Keep field names and values simple. - Only collect what you’ll actually use.
Pro tips for getting more out of hidden fields
- Combine with UTM parameters. You can track both marketing source and user info at once (
?utm_source=facebook&email=...). - Use for internal tags. Need to track “VIP” users or beta testers? Set a hidden field for
user_type=vip. - Map fields in integrations. Don’t just collect data—use it. Map hidden fields to tags or custom properties in your CRM or email tool.
- Automate follow-ups. If you’re using Zapier or Make, use hidden fields to trigger different automations for each segment.
Keep it simple. Iterate as you go.
Personalizing Typeform forms with hidden fields is a smart way to segment your audience, personalize experiences, and keep your data organized. But don’t let it turn into a science project. Start small—track what matters, test your setup, and add complexity only if you’re actually using the insights.
Most importantly: Don’t trust anyone who tells you hidden fields will “transform your business.” They’re a tool, not a miracle. Use them wisely, keep your process simple, and you’ll get all the value without the headaches.