1. What Are UTM Tracking Codes?
UTM = Urchin Tracking Module — originally developed by Urchin (now part of Google Analytics).
UTM codes are small bits of code appended to a URL to track visitor source & behavior.
StoreConnect supports UTM tracking with a key benefit:
UTM data is stored as first-party cookies → more privacy-friendly & accurate.
Data is recorded directly in Salesforce once a purchase is completed.
2. UTM Code Types
You can append one or more of these to a URL:
| UTM Parameter | Purpose |
|---|---|
| utm_source | Identifies where the traffic comes from (e.g. newsletter, Facebook, Google) |
| utm_medium | Identifies the marketing medium (e.g. email, social, CPC, banner) |
| utm_campaign | Names the specific campaign (e.g. Summer Sale, Black Friday) |
| utm_term | Tracks keywords (useful for paid search) |
| utm_content | Differentiates similar links/content in the same campaign |
2. How to Use UTM Codes
Copy a URL from your StoreConnect website (e.g. Product / Page / Article).
Append UTM codes to the URL: Example:
[https://www.yourstore.com/product-page?utm_source=email&utm_campaign=stocktake_sale](https://www.yourstore.com/product-page?utm_source=email&utm_campaign=stocktake_sale)Use this full URL in your marketing campaign (e.g. email, ad, social post).
4. Tracking UTM Data in StoreConnect
When a customer clicks a UTM-tagged URL, the UTM data is saved via first-party cookie.
If they make a purchase:
Go to the Order record in StoreConnect.
Under Related Fields → Order Campaigns, you'll see the recorded UTM data:
Source
Medium
Campaign
Term
Content
5. Key Benefits
First-party tracking → no data leakage to third parties (unlike Google or Facebook pixels).
Full attribution → UTM data is linked directly to the final order.
Higher accuracy → matches visitors' journey to actual checkout — better than third-party tools.
Privacy-friendly → complies with modern data privacy expectations.
Summary Workflow
- Build a URL → add UTM codes
- Use the URL in a marketing campaign
- Customer clicks & shops → UTM data stored via 1st-party cookie
- Customer completes order → UTM data recorded in Salesforce
- Analyze ROI & campaign performance accurately from Order records