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UTM tracking helps you understand which marketing campaigns, sources, and mediums drive the most valuable traffic to your links.

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Understanding UTM Parameters

UTM parameters are tags added to your link URLs to track marketing campaign performance:
  • utm_source - The traffic source (google, facebook, newsletter)
  • utm_medium - The marketing medium (email, social, cpc, organic)
  • utm_campaign - The specific campaign name (summer_sale, product_launch)
  • utm_term - Paid search keywords or audience targeting (running_shoes, fitness_gear)
  • utm_content - Specific ad content or creative variation (banner_ad, text_link, video)

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UTM Analytics Dashboard

The analytics dashboard provides three donut charts showing performance by UTM dimension:
The dashboard currently displays Source, Medium, and Campaign data. Term and Content parameters are tracked but not yet visualized in the dashboard.

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UTM Source Analysis

  • Traffic sources - Which platforms drive the most visitors
  • Performance comparison - Revenue vs sessions by source
  • Toggle metrics - Switch between sales and sessions view

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UTM Medium Analysis

  • Marketing channels - Which mediums perform best
  • Channel effectiveness - Compare email, social, paid ads performance
  • ROI insights - Revenue generated by each medium

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UTM Campaign Analysis

  • Campaign performance - Which specific campaigns drive results
  • Campaign comparison - Side-by-side performance analysis
  • Success metrics - Identify your highest-performing campaigns
Each UTM chart has a toggle button to switch between sales (revenue) and sessions (traffic) metrics for different perspectives.
The preferred method for setting UTM parameters is using the Attribution feature on any link, which provides an easy interface for UTM configuration.
You can also manually add UTM parameters to your link URLs:
1

Create your link

Set up your link as normal through the Checkout Links interface.
2

Add UTM parameters

Append UTM parameters to your link URL:
https://yourstore.com/your-link?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale&utm_content=banner_ad&utm_term=running_shoes
3

Share your tagged link

Use the UTM-tagged link in your marketing campaigns, emails, or social media posts.

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UTM Best Practices

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Source Naming

  • Use consistent, descriptive names: google, facebook, newsletter
  • Keep names lowercase and use underscores for multi-word sources
  • Be specific: instagram vs social for better attribution

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Medium Classification

  • email - Email marketing campaigns
  • social - Social media posts (organic)
  • cpc - Paid search and display ads
  • organic - Organic search results
  • referral - Traffic from other websites

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Campaign Organization

  • Use descriptive campaign names: summer_sale_2024, product_launch_shoes
  • Include time periods or product categories for better organization
  • Keep names consistent across all marketing channels
UTM parameters are case-sensitive. Use consistent capitalization to avoid data fragmentation.

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Analyzing UTM Performance

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Revenue vs Traffic Analysis

Toggle between sales and sessions metrics to understand:
  • High-traffic, low-conversion sources - May need optimization
  • Low-traffic, high-conversion sources - Candidates for scaling
  • Balanced performers - Your most effective channels

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Campaign Optimization

Use UTM data to:
  • Identify top performers - Scale successful campaigns
  • Optimize underperformers - Adjust messaging or targeting
  • Budget allocation - Invest more in high-ROI channels
  • A/B testing - Compare campaign variations
UTM data requires consistent parameter usage across campaigns. Inconsistent naming will fragment your attribution analysis.

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Troubleshooting UTM Tracking

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Missing UTM Data

  • Check parameter format - Ensure correct spelling and syntax
  • Verify link usage - UTM data appears only after links are clicked
  • Wait for processing - New UTM data can take up to 24 hours to appear

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Inconsistent Attribution

  • Standardize naming - Use consistent UTM parameter values
  • Avoid special characters - Use only letters, numbers, and underscores
  • Check case sensitivity - Facebook and facebook are treated as different sources