diff --git a/app/scenes/Login/index.js b/app/scenes/Login/index.js
index 0743c298..f150e51a 100644
--- a/app/scenes/Login/index.js
+++ b/app/scenes/Login/index.js
@@ -5,6 +5,7 @@ import { BackIcon, EmailIcon } from "outline-icons";
 import * as React from "react";
 import { Redirect, Link, type Location } from "react-router-dom";
 import styled from "styled-components";
+import { setCookie } from "tiny-cookie";
 import ButtonLarge from "components/ButtonLarge";
 import Fade from "components/Fade";
 import Flex from "components/Flex";
@@ -16,6 +17,7 @@ import TeamLogo from "components/TeamLogo";
 import Notices from "./Notices";
 import Provider from "./Provider";
 import env from "env";
+import useQuery from "hooks/useQuery";
 import useStores from "hooks/useStores";
 
 type Props = {|
@@ -23,6 +25,7 @@ type Props = {|
 |};
 
 function Login({ location }: Props) {
+  const query = useQuery();
   const { auth } = useStores();
   const { config } = auth;
   const [emailLinkSentTo, setEmailLinkSentTo] = React.useState("");
@@ -40,6 +43,17 @@ function Login({ location }: Props) {
     auth.fetchConfig();
   }, [auth]);
 
+  React.useEffect(() => {
+    const entries = Object.fromEntries(query.entries());
+
+    // We don't want to override this cookie if we're viewing an error notice
+    // sent back from the server via query string (notice=), or if there are no
+    // query params at all.
+    if (Object.keys(entries).length && !query.get("notice")) {
+      setCookie("signupQueryParams", JSON.stringify(entries));
+    }
+  }, [query]);
+
   if (auth.authenticated) {
     return <Redirect to="/home" />;
   }
diff --git a/server/auth/providers/email.js b/server/auth/providers/email.js
index d54c698c..472ecc13 100644
--- a/server/auth/providers/email.js
+++ b/server/auth/providers/email.js
@@ -101,7 +101,7 @@ router.get("email.callback", async (ctx) => {
     await user.update({ lastActiveAt: new Date() });
 
     // set cookies on response and redirect to team subdomain
-    signIn(ctx, user, user.team, "email", false);
+    await signIn(ctx, user, user.team, "email", false, false);
   } catch (err) {
     ctx.redirect(`/?notice=expired-token`);
   }
diff --git a/server/middlewares/passport.js b/server/middlewares/passport.js
index 4a78056e..030ca1ea 100644
--- a/server/middlewares/passport.js
+++ b/server/middlewares/passport.js
@@ -9,7 +9,7 @@ export default function createMiddleware(providerName: string) {
     return passport.authorize(
       providerName,
       { session: false },
-      (err, _, result: AccountProvisionerResult) => {
+      async (err, _, result: AccountProvisionerResult) => {
         if (err) {
           console.error(err);
 
@@ -39,7 +39,14 @@ export default function createMiddleware(providerName: string) {
           return ctx.redirect("/?notice=suspended");
         }
 
-        signIn(ctx, result.user, result.team, providerName, result.isNewUser);
+        await signIn(
+          ctx,
+          result.user,
+          result.team,
+          providerName,
+          result.isNewUser,
+          result.isNewTeam
+        );
       }
     )(ctx);
   };
diff --git a/server/migrations/20210430024222-marketing-tracking.js b/server/migrations/20210430024222-marketing-tracking.js
new file mode 100644
index 00000000..b7a10ee1
--- /dev/null
+++ b/server/migrations/20210430024222-marketing-tracking.js
@@ -0,0 +1,14 @@
+'use strict';
+
+module.exports = {
+  up: async (queryInterface, Sequelize) => {
+     await queryInterface.addColumn("teams", "signupQueryParams", {
+      type: Sequelize.JSONB,
+      allowNull: true,
+    });
+  },
+
+  down: async (queryInterface, Sequelize) => {
+    await queryInterface.removeColumn("teams", "signupQueryParams");
+  }
+};
diff --git a/server/models/Team.js b/server/models/Team.js
index ded4bd89..04f8e4d2 100644
--- a/server/models/Team.js
+++ b/server/models/Team.js
@@ -55,6 +55,10 @@ const Team = sequelize.define(
     googleId: { type: DataTypes.STRING, allowNull: true },
     avatarUrl: { type: DataTypes.STRING, allowNull: true },
     sharing: { type: DataTypes.BOOLEAN, allowNull: false, defaultValue: true },
+    signupQueryParams: {
+      type: DataTypes.JSONB,
+      allowNull: true,
+    },
     guestSignin: {
       type: DataTypes.BOOLEAN,
       allowNull: false,
diff --git a/server/utils/authentication.js b/server/utils/authentication.js
index cc10f4be..ead036ec 100644
--- a/server/utils/authentication.js
+++ b/server/utils/authentication.js
@@ -1,6 +1,9 @@
 // @flow
+import querystring from "querystring";
+import * as Sentry from "@sentry/node";
 import addMonths from "date-fns/add_months";
 import { type Context } from "koa";
+import { pick } from "lodash";
 import { User, Event, Team } from "../models";
 import { getCookieDomain } from "../utils/domains";
 
@@ -10,17 +13,36 @@ export function getAllowedDomains(): string[] {
   return env ? env.split(",") : [];
 }
 
-export function signIn(
+export async function signIn(
   ctx: Context,
   user: User,
   team: Team,
   service: string,
-  isFirstSignin: boolean = false
+  isNewUser: boolean = false,
+  isNewTeam: boolean = false
 ) {
   if (user.isSuspended) {
     return ctx.redirect("/?notice=suspended");
   }
 
+  if (isNewTeam) {
+    // see: scenes/Login/index.js for where this cookie is written when
+    // viewing the /login or /create pages. It is a URI encoded JSON string.
+    const cookie = ctx.cookies.get("signupQueryParams");
+
+    if (cookie) {
+      try {
+        const signupQueryParams = pick(
+          JSON.parse(querystring.unescape(cookie)),
+          ["ref", "utm_content", "utm_medium", "utm_source", "utm_campaign"]
+        );
+        await team.update({ signupQueryParams });
+      } catch (err) {
+        Sentry.captureException(err);
+      }
+    }
+  }
+
   // update the database when the user last signed in
   user.updateSignedIn(ctx.request.ip);
 
@@ -77,6 +99,6 @@ export function signIn(
       httpOnly: false,
       expires,
     });
-    ctx.redirect(`${team.url}/home${isFirstSignin ? "?welcome" : ""}`);
+    ctx.redirect(`${team.url}/home${isNewUser ? "?welcome" : ""}`);
   }
 }