Introduction to UTM

Urchain Tracking Module

UTM or UTM parameters are URL parameters consisting of 5 variants. The methodology is widely used by e-commerce businesses to effectively track down marketing campaigns across websites. URLs associated with UTMs are identifiable by Google analytics tools and with the data used to populate standard and custom analytics reports.

Here is an example of a URL with 4 distinguished UTM parameters:

There are 5 types of URL parameters (there are 4 highlighted above as an example):

  1. utm_source: Indicates the origin of the traffic.
  2. utm_medium: Indicates the type of URL. For example CPC (cost per click) or email.
  3. utm_campaign: Indicates the type of promotional offer/campaign. For example utm_campaign=BlackFriday
  4. utm_content: Indicates what page/content a user will be directed to. Such as a banner or text link. It is widely used for A/B testing and content-targeted ads.
  5. utm_term: indicates the search terms.
  • UTM consistency is always something that needs to be reminded of. The slightest difference in a UTM code (dashes vs. underscores or capital letters vs. lowercase letters) will result in Google Analytics incorrectly categorizing your tags and you measuring your marketing campaigns and channels with inaccurate data. If you are meticulous when tagging, then Google will be meticulous when tallying.
  • Shorten your keywords to avoid exposing sensitive information.

Where to find UTM reports

  1. Head over to your Shoplazza Admin > Analytics > UTM reports


The data will only display traffic information from users who click on the link.

In the chart below, you can identify the meanings of every indicator in the UTM chart.

Data indicator



Sum of users who accessed the website from various channels

Order volume

Sum of placed orders

Conversion rate

the number of visitors to your website or store, divided by the number of those that complete their orders.


Total revenue from completed orders

Average amount per purchase

Total revenue from completed orders divided by the number of completed orders

Product page

The number of unique users who clicked on product pages


The number of unique users who added 1 or more items to the shopping cart


The number of unique users who initiated a checkout process

Average time on site

the average amount of time that visitors spend on a page of your site

Depth of Visit

The number of pages viewed on your site during an average visit divided by the total number of visitors

Modifying UTM report columns

In the dropdown menu, you can reorganize UTM parameters for accurate search results. This helps to identify the overall performance of each of the parameters.mceclip0.png

For example:  You might be simultaneously running ad campaigns on Facebook and Google. You may uncheck the parameters not needed in this case to have a better understanding between these two platforms.

Filtering UTM parameters

Click Manage Filter criteria > in the pop-up window, select to filter by a single UTM parameter to monitor the performance of individual promotional campaigns via different channels.mceclip1.png

For example:  You are preparing for the upcoming Thanksgiving event with several ongoing paid campaigns running across multiple platforms. Optimizing search results will provide better insight on certain campaigns.  To have a better understanding, you can:

  1. Select UTMcampaign from the dropdown menu.
  2. Type in BlackFriday to sort UTM parameters containing this field.

Identifying trends

Switch between Viewer/Order volume/Turnover from the top section to view performance by these indicators within the chosen timeframe.

Please note:  Indicators in the chart are subject to change if you apply different conditions to Manage filters and Edit UTM columns.

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