How to Use UTM Tags in Shopify for Enhanced Campaign Tracking

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

post cover

How to Use UTM Tags in Shopify for Enhanced Campaign Tracking

In the bustling world of e-commerce, understanding the origins and behaviors of your traffic is crucial for optimizing marketing strategies and boosting sales. Shopify, a leading e-commerce platform, offers robust analytics capabilities that, when combined with UTM (Urchin Tracking Module) tags, can significantly enhance your ability to track the effectiveness of various marketing campaigns. This article delves into how to use UTM tags in Shopify, empowering store owners to make data-driven decisions and refine their marketing efforts for maximum impact.

What Are UTM Tags?

UTM tags are snippets of text added to the end of URLs that track vital information about how visitors arrive at your website. These tags work seamlessly with analytics tools, such as Flowpoint.ai, to provide detailed insights into the performance of your marketing campaigns across different channels and mediums.

Setting Up UTM Tags for Shopify

Step 1: Define Your Campaign Parameters

To start tracking your marketing campaigns in Shopify, you first need to understand the five main UTM parameters and how they apply to your campaigns:

  • utm_source: Identifies the source of your traffic (e.g., Google, newsletter, Instagram).
  • utm_medium: Specifies the marketing medium (e.g., email, CPC, social).
  • utm_campaign: Names the specific campaign or promotion (e.g., spring_sale).
  • utm_term: (Optional) Used for paid search to track keywords.
  • utm_content: (Optional) Differentiates similar content or links within the same ad.

Step 2: Create Your UTM-Tagged URLs

You can manually create UTM-tagged URLs or use a URL builder, such as Google's Campaign URL Builder, to ensure accuracy. Fill in the required parameters based on the specific details of your marketing campaign.



Step 3: Implement UTM-Tagged URLs in Your Marketing Materials

Use the UTM-tagged URLs in your marketing materials, such as social media posts, email campaigns, or PPC ads. This enables Shopify's analytics and integrated tools like Flowpoint.ai to track the performance of each campaign accurately.

Best Practices for Using UTM Tags in Shopify

  • Maintain Consistency: Use consistent naming conventions for your UTM parameters to ensure accurate tracking and easier analysis.
  • Be Specific: Tailor your UTM tags to be as specific as possible for each campaign to gain detailed insights into its performance.
  • Monitor Regularly: Regularly review your analytics data to understand the effectiveness of your campaigns and identify areas for optimization.
  • Avoid Sensitive Information: Never include personal or sensitive information in UTM parameters.

Analyzing UTM Tag Data in Shopify

Shopify's analytics dashboard and integrated tools like Flowpoint.ai allow you to analyze the data collected through UTM tags. You can view metrics such as:

  • Traffic sources and mediums driving the most visits
  • Campaigns resulting in the highest conversion rates
  • Content variations that perform best

This data is invaluable for understanding which marketing strategies work best for your Shopify store, enabling you to allocate your budget more effectively and tailor your approach to meet your audience's preferences.


Utilizing UTM tags in Shopify is a powerful strategy to track the success of your marketing campaigns with precision. By carefully crafting UTM-tagged URLs and analyzing the resulting data, Shopify store owners can gain deep insights into their traffic sources and campaign performance. This knowledge not only aids in optimizing current marketing efforts but also informs future strategy, driving better engagement, higher conversions, and ultimately, increased revenue. Embrace the power of UTM tagging to unlock the full potential of your Shopify store's marketing campaigns.

Related articles

How to Choose the Marketing Agency to Work With: A Comprehensive Guide

Struggling to select the perfect marketing agency for your business? In this comprehensive guide, we share crucial tips, expert insight,...

Vlad Niculescu
Vlad Niculescu
CEO @ Flowpoint
How to Choose the Right Font Size for Your Website Thumbnail: Top Tips and Best Practices

Learn how to choose the right font size for your website thumbnail to boost engagement and drive visitor conversions. Discover...

Vlad Niculescu
Vlad Niculescu
CEO @ Flowpoint
How to Use Mixpanel for Measuring Conversion Rates: A Comprehensive Guide

Learn how to use Mixpanel for measuring conversion rates effectively by setting up events, creating funnels, and analyzing user behavior...

Stefania Duma
Stefania Duma
VP Product @ Flowpoint

Subscribe to our newsletter

Analytics is hard. We make it easy.


DocumentationFAQsGDPR Statement


Privacy PolicyData Protection AgreementCookie NoticeTerms of Use

Manage cookies



Company Number 14068900

83-86 Prince Albert Road, London, UK

© 2023. All rights reserved @Flowpoint