diff --git a/app/controllers/api/schools_controller.rb b/app/controllers/api/schools_controller.rb
index 9bc829bb8..f4d9956c9 100644
--- a/app/controllers/api/schools_controller.rb
+++ b/app/controllers/api/schools_controller.rb
@@ -2,6 +2,16 @@
 
 module Api
   class SchoolsController < ApiController
+    MARKETING_PARAMETER_KEYS = %i[
+      utm_source
+      utm_medium
+      utm_campaign
+      utm_term
+      utm_content
+      gclid
+      fbclid
+    ].freeze
+
     before_action :authorize_user
     load_and_authorize_resource
     skip_load_and_authorize_resource only: :import
@@ -20,7 +30,13 @@ def create
 
       if result.success?
         @school = result[:school]
-        track_event('School - Created', school_id: @school.id)
+        track_event(
+          'School - Created',
+          marketing_parameters.merge(
+            school_id: @school.id,
+            first_landing_page: params[:first_landing_page]
+          )
+        )
         render :show, formats: [:json], status: :created
       else
         render json: {
@@ -77,6 +93,13 @@ def import
 
     private
 
+    def marketing_parameters
+      marketing_params = params[:marketing_parameters]
+      return {} unless marketing_params.is_a?(ActionController::Parameters)
+
+      marketing_params.permit(*MARKETING_PARAMETER_KEYS).to_h
+    end
+
     def create_params
       params.expect(
         school: %i[name
diff --git a/spec/features/school/creating_a_school_spec.rb b/spec/features/school/creating_a_school_spec.rb
index f288d719a..90d15f3a2 100644
--- a/spec/features/school/creating_a_school_spec.rb
+++ b/spec/features/school/creating_a_school_spec.rb
@@ -67,4 +67,40 @@
       time: be_within(1.second).of(Time.current)
     )
   end
+
+  it 'records marketing parameters as top-level event properties' do
+    post(
+      '/api/schools',
+      headers:,
+      params: params.merge(
+        first_landing_page: '/signup',
+        marketing_parameters: {
+          utm_source: 'newsletter',
+          utm_campaign: 'back-to-school',
+          unexpected_email: 'person@example.com'
+        }
+      )
+    )
+
+    properties = Event.last.properties
+    expect(properties).to include(
+      'school_id' => School.last.id,
+      'first_landing_page' => '/signup',
+      'utm_source' => 'newsletter',
+      'utm_campaign' => 'back-to-school'
+    )
+    expect(properties).not_to have_key('marketing_parameters')
+    expect(properties).not_to have_key('unexpected_email')
+  end
+
+  it 'ignores malformed marketing parameters' do
+    post(
+      '/api/schools',
+      headers:,
+      params: params.merge(marketing_parameters: 'newsletter')
+    )
+
+    expect(response).to have_http_status(:created)
+    expect(Event.last.properties).to eq('school_id' => School.last.id)
+  end
 end