My current understanding is that UTM parameters will only capture for a lead record when they hit submit on the form, and only if the form has hidden fields grabbing the UTM's from the URL parameters. How does the data value change reason pull in the UTM campaign? Maybe I am missing something here...
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Well, UTM parameters from the current URL will also be implicitly captured because the URL of the web page that hosts the form is also posted to Marketo (via the _mktoReferrer hidden field).
As you say, UTM parameters from the document.cookie or document.referrer won't be accessible unless you have the hidden fields.
I think Allison might be dealing with a situation where some field names only appear on certain forms, which means that the Data Value Changes trigger is more like a Field Existed on Form trigger.
That makes sense. Thanks Sanford!