1. When is a UTM needed?
One of the advantages in running your own business online is the ability to collect and analyze the customer data generated online. Merchants can get to know the potential of their store and products better through the recorded backend data on marketing channels and content.
Urchin Tracking Module (UTM) parameters are tags used to record marketing campaigns for post-campaign reviews. When a marketing campaign is being organized, it is suggested to generate designated UTM parameters for every hyperlinks publishing. For every different promotional media, e.g. Google Ads, Facebook posts, videos, and emails, UTM parameters are the means to measure which of the platform brings customers to merchants' online stores.
Merchants can see the results of marketing campaigns with UTM parameters in both Google Analytics and the SHOPLINE platform. UTM parameters can be exported together with order and customer reports on SHOPLINE. These help merchants manage the marketing review for the targeting efficiencies.
2. How to retrieve UTM data?
When you export the order report or the customer list report, after selecting the time range, there are 7 fields of UTM parameters for merchants to select and export.
There are two new fields SHOPLINE specially provides:
- UTM Clicked Time
This records the timestamp of when the customer first clicks the hyperlink with UTM parameters. This allows the merchant to be aware of the time between the exposure of the marketing campaign and the time the order is placed.
- UTM Source/Medium
This combines the field of UTM source and UTM medium. The merchant could compare data from the same source but through different media to complete the purchase. Merchants can also use this field to compare with the data in Google Analytics. Please be noted that the way SHOPLINE records varies from that done by Google Analytics, please check the Points to note below.
Q1: How can the order/customer be recorded with UTM parameters?
When Customer A clicks a hyperlink with UTM parameters and places an order within 180 days without clearing any browser records, the SHOPLINE system will save the UTM parameters with this order. Then merchant can note this UTM parameter with the order during export.
When Customer A clicks ONE hyperlink with UTM parameters and places multiple orders within 180 days without clearing any browser records, the SHOPLINE system will save the UTM parameters with these orders. The merchant can then note this UTM parameter with the orders during export. (If Customer A clicks on multiple advertisements with UTM parameters, please refer to the next Q&A.)
Q2: What if a customer clicks on multiple ads with UTM parameters? Which UTM will be recorded in the order report?
A: The system records the UTM hyperlink clicked ultimately when the customer completes the purchase. So, assume that the merchant runs two marketing campaigns at the same time, and sets the UTM hyperlink of advertisement (Ad) 1 and 2 respectively. Customer A sees Ad 2 first, enters the website via the link of Ad 2, but leaves without making the purchase. A few days later, Customer A sees Ad 1 somewhere and completes the purchase by entering the website via the link of Ad 1. This order created by Customer A will be recorded under the UTM parameter of Ad 1 in the report.
Q3: When will the UTM parameters in the order/customer record be blank?
When a customer clicks a hyperlink without UTM parameters, i.e. not from marketing campaigns.
When a customer clicks a hyperlink with UTM parameters and cleared browser records (Cookie) before completing an order.
When a customer clicks a hyperlink with UTM parameters and completes an order after 180 days.
Q4: Why is the data on SHOPLINE different from the conversion data of Google Analytics?
A: The tracking methods and recalling periods are not identical for every tracking tool. Therefore, there will be a data gap between each tracking tool, which is a normal situation.