Urchin Tracking Module (UTM) parameters

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A. When UTM is needed?

One of an advantage to run your business online is saving a lot of data by the Internet. Merchants can trace back the source the customer access to their stores and products, from which marketing channels or contents.
 
Urchin Tracking Module (UTM) parameters are some tags recording 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 note which of the medium brings customers to merchants' online stores. 

Merchants can see the results of marketing campaigns with UTM parameters in both Google Analytics and SHOPLINE platform. UTM parameters can be exported together with order and customer reports in SHOPLINE. These help merchants manage the marketing review for the targeting efficiencies. 
 

B. How to retrieve UTM datas?

During order and customer export, there are 7 fields of UTM parameters that merchants could customize which of them to be exported. 

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There are two new fields SHOPLINE specially provides:
  1. UTM Clicked Time
    This records the timestamp the customer click the hyperlink with UTM parameters. Merchant could understand the time between the exposure of marketing campaign and the time the order is placed.
  2. UTM Source/Medium
    This combines the field of UTM source and UTM medium. Merchant could compare purchasing data from same source but different media directly. 
 

Points to note:

Q1: How can the order/customer be recorded with UTM parameters?

A:

Scenario 1
When customer clicked a hyperlink with UTM parameters and completely placed the order within 180 days and without clearing any browser records, SHOPLINE system will save the UTM parameters with this order. Then merchant can note this UTM parameters with the order during export.
 
Scenario 2
When customer clicked a hyperlink with UTM parameters and completely placed multiple orders within 180 days and without clearing any browser records, SHOPLINE system will save the UTM parameters with these orders. Then merchant can note this UTM parameters with the orders during export.
 


Q2: When will the UTM parameters are blank for orders?

A:
Scenario 1
When customer clicked a hyperlink without UTM parameters, i.e. not from marketing campaigns.
 
Scenario 2
When customer clicked a hyperlink with UTM parameters and cleared browser records before completing an order.
 
Scenario 3
When customer clicked a hyperlink with UTM parameters and completed an order after 180 days.
 


Q3: Why the datas are not identical with the conversion datas in Google Analytics?

A: The tracking methods and recalling periods are not identical for every tracking tools. It is normal to be different in tracking results by different tracking tools.
 
You may also know more about UTM at our Chinese blog post: 開網店後顧客何處來?UTM終極指南
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