UTM Parameters
Field
Description
Example
Source
The referrer — where the traffic comes from
google, klaviyo, instagram
Medium
The marketing medium
email, cpc, banner, sms
Campaign
Promo code or slogan
spring_sale, welcome-series
Term
Identify paid keywords
running+shoes, summer+deals
Content
Differentiate ads or links
logolink, textlink, hero-banner
Referral
Track referral source
Affiliate ID, partner code
Custom Parameters
Click Add parameter to add custom key-value pairs. You can add as many as you need. Each one is stored as a custom_ prefixed metafield on the order.
Use custom parameters for:
-
Influencer or affiliate identifiers
-
Campaign variants
-
Internal tracking codes
-
Anything else you want attached to the order
Where the Data Goes
When a customer purchases through your link, the attribution data is saved as metafields on the Shopify order:
-
cl_utm_source,cl_utm_medium,cl_utm_campaign,cl_utm_term,cl_utm_content -
cl_ref -
cl_custom_*for each custom parameter -
cl_shortcode— The link that made the sale
You can view these on individual orders in your Shopify admin, or access them from any tool that reads Shopify order metafields.
Use consistent naming conventions across all your links (always lowercase, use hyphens or underscores)
Set attribution before sharing — you can’t retroactively tag past clicks
Viewing UTM Analytics in Shopify Reports
Checkout Links stores UTM parameters as order metafields when a customer completes a purchase. You can use Shopify’s Reports > Explore to query this data.
Example: Sales by UTM Medium
FROM salesSHOW orders, gross_sales, net_salesGROUP BY order.metafields."app--3135504385".cl_utm_mediumSINCE startOfDay(-30d) UNTIL todayORDER BY orders DESCExample: Sales by UTM Source
FROM salesSHOW orders, gross_sales, net_salesGROUP BY order.metafields."app--3135504385".cl_utm_sourceSINCE startOfDay(-30d) UNTIL todayORDER BY orders DESCExample: Sales by UTM Campaign
FROM salesSHOW orders, gross_sales, net_salesGROUP BY order.metafields."app--3135504385".cl_utm_campaignSINCE startOfDay(-30d) UNTIL todayORDER BY orders DESCAvailable Metafield Keys
UTM Parameter
Metafield Key
Source
cl_utm_source
Medium
cl_utm_medium
Campaign
cl_utm_campaign
Content
cl_utm_content
Term
cl_utm_term
Shortcode
cl_shortcode
All metafields use the namespace app--3135504385. You can combine multiple GROUP BY fields and adjust the date range as needed.