UTM Tracking|12 min read

UTM Parameters for Shopify: The Complete Setup Guide

Step-by-step guide to setting up UTM parameters for your Shopify store. Track Facebook ads, Google campaigns, email, SMS, and every marketing channel accurately.

Use Free UTM Builder Track UTMs in BlackBox

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to the end of URLs to track where your website traffic comes from. They're the foundation of marketing attribution.

When someone clicks a link with UTM parameters, your analytics tool captures that data and connects it to their purchase.

Example UTM Link

yourstore.com?utm_source=facebook&utm_medium=paid&utm_campaign=summer_sale_2026&utm_content=carousel_ad

This URL tells your analytics: Traffic from Facebook, paid advertising, summer sale campaign, carousel ad creative.

The 5 UTM Parameters Explained

utm_source

Required

Identifies which platform/site sent the traffic.

Examples:

facebookgoogleinstagramtiktokemailklaviyosms

utm_medium

Required

The marketing medium or channel type.

Examples:

cpcpaidorganicemailsocialreferralaffiliate

utm_campaign

Required

The specific campaign, promotion, or product.

Examples:

black_friday_2026summer_salenew_collectionretargeting_cartwelcome_series

utm_content

Optional

Differentiate ads or links within the same campaign (A/B testing).

Examples:

video_adimage_carouselheadline_acta_buttonfooter_link

utm_term

Optional

Identifies paid search keywords (mainly for Google Ads).

Examples:

running_shoesorganic_coffeeyoga_matwireless_headphones

Generate UTM Links Instantly

Use our free UTM builder to create properly formatted links for all your campaigns.

Open UTM Builder

UTM Templates for Every Channel

Facebook/Meta Ads

yourstore.com?utm_source=facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

Use dynamic parameters in Facebook Ads Manager to auto-fill campaign and ad names.

Google Ads

yourstore.com?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}

Google Ads can auto-tag with gclid, but adding UTMs gives you more control.

Instagram

yourstore.com?utm_source=instagram&utm_medium=paid&utm_campaign=influencer_collab&utm_content=story_swipeup

Differentiate between stories, posts, reels, and influencer content.

Email (Klaviyo, Mailchimp)

yourstore.com?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome_series&utm_content=email_3

Track each email in a sequence separately for accurate attribution.

SMS

yourstore.com?utm_source=sms&utm_medium=sms&utm_campaign=flash_sale

Keep SMS links short - use a URL shortener that preserves UTMs.

TikTok Ads

yourstore.com?utm_source=tiktok&utm_medium=cpc&utm_campaign=spring_launch&utm_content=ugc_video

TikTok's dynamic parameters: __CAMPAIGN_NAME__, __AID__ for ad ID.

Influencer Marketing

yourstore.com?utm_source=influencer&utm_medium=social&utm_campaign=[influencer_name]&utm_content=bio_link

Create unique UTMs for each influencer to track individual performance.

UTM Best Practices

Use Lowercase Everything

"Facebook" and "facebook" are tracked separately. Stick to lowercase to avoid splitting data.

Use Underscores, Not Spaces

Spaces become %20 in URLs and look messy. Use underscores: summer_sale not "summer sale"

Be Consistent Across Campaigns

Create a naming convention document. If you use "fb" for Facebook once, use it everywhere.

Track Everything

Add UTMs to all marketing links: ads, emails, SMS, influencer posts, affiliate links, everything.

Common UTM Mistakes to Avoid

Inconsistent Naming

Using "facebook", "Facebook", "fb", and "meta" interchangeably fragments your data.

Missing UTMs on Email

Email is often the highest-converting channel but many stores forget to tag email links.

Using UTMs on Internal Links

Only use UTMs for external traffic. Internal links with UTMs overwrite the original source.

Too Much Detail

utm_campaign=black_friday_2026_v2_carousel_shoes_retargeting_lookalike_25-54 is overkill. Keep it readable.

Tracking UTMs in Your Shopify Store

Setting up UTMs is only half the battle. You need a way to capture and analyze this data.

BlackBox Automatically Captures UTMs

BlackBox captures all UTM parameters from every visitor and connects them to purchases. You can see:

  • Which campaigns drive the most revenue
  • Complete customer journeys across touchpoints
  • First-touch vs last-touch attribution
  • Campaign ROI by source/medium

Start Tracking Your Marketing Performance

Generate UTM links and track their performance in one place. Free UTM builder + attribution tracking.

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