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▶️ Create UTM tracking codes

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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

  1. Copy a URL from your StoreConnect website (e.g. Product / Page / Article).

  2. 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)

  3. Use this full URL in your marketing campaign (e.g. email, ad, social post).

4. Tracking UTM Data in StoreConnect

  1. When a customer clicks a UTM-tagged URL, the UTM data is saved via first-party cookie.

  2. 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

  1. Build a URL → add UTM codes
  2. Use the URL in a marketing campaign
  3. Customer clicks & shops → UTM data stored via 1st-party cookie
  4. Customer completes order → UTM data recorded in Salesforce
  5. Analyze ROI & campaign performance accurately from Order records

For a step-by-step guide to building UTM URLs, setting up your Salesforce page layout to view results, and troubleshooting, see UTM tracking codes.

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