UTM Parameters
UTM (Urchin Tracking Module) parameters help you track the effectiveness of your marketing campaigns. This guide explains how to use them with Short Links.
What Are UTM Parameters
UTM parameters are tags added to the end of URLs that tell analytics tools where traffic came from. When someone clicks a link with UTM parameters, the information is captured by tools like Google Analytics.
The five standard UTM parameters:
Parameter | Purpose | Example |
| Where the traffic comes from |
|
| Marketing channel type |
|
| Specific campaign name |
|
| Differentiates similar content |
|
| Paid search keywords |
|
Adding UTM Parameters to Destination URLs
When creating a short link, add UTM parameters directly to your destination URL.
Step-by-step:
Start with your base URL:
https://yourstore.com/collections/saleAdd a
?to begin parametersAdd each parameter as
key=valueSeparate multiple parameters with
&
Complete example:
https://yourstore.com/collections/sale?utm_source=instagram&utm_medium=bio&utm_campaign=winter_sale_2026
When you shorten this URL, visitors who click your short link arrive at the full URL with all tracking intact.
UTM Passthrough Feature
UTM Passthrough is a powerful feature that automatically forwards UTM parameters from the incoming link to the destination.
How it works:
You share:
yourstore.com/a/s/sale?utm_source=facebookYour destination is:
yourstore.com/collections/saleVisitor arrives at:
yourstore.com/collections/sale?utm_source=facebook
The UTM parameters from the short link URL are appended to the destination.
Benefits:
Use the same short link across multiple channels
Add UTM parameters at share time, not creation time
Different campaigns can use the same short link with different UTM tags
Requirements:
Available on paid plans only
Must be enabled in Settings
Enable/disable under Settings > UTM Passthrough
See UTM Passthrough Settings for configuration details.
How UTM Data Flows to Google Analytics
When a visitor clicks your UTM-tagged link:
They’re redirected to your store with UTM parameters in the URL
Google Analytics (or other analytics tools) reads these parameters
The visit is attributed to the specified source, medium, and campaign
You can view this data in GA4 under Traffic Acquisition reports
In Google Analytics 4:
Go to Reports > Acquisition > Traffic Acquisition
Filter by Session source/medium
Or use Explore to create custom campaign reports
Best Practices for Campaign Tracking
Be Consistent
Use the same naming conventions across campaigns:
All lowercase:
instagramnotInstagramUse underscores or hyphens:
winter_saleorwinter-saleDocument your conventions for team members
Use Descriptive Names
Make campaigns easy to identify later:
Good:
winter_sale_jan_2026_emailBad:
campaign1ortest
Always Include Source and Medium
These are the most important parameters:
utm_sourceidentifies the platformutm_mediumidentifies the channel type
Campaign Parameter for Grouping
Use utm_campaign to group related promotions:
All winter sale links share:
utm_campaign=winter_sale_2026Different content uses
utm_contentto differentiate
Document Your Links
Keep a spreadsheet or document tracking:
Short link URL
Destination URL with UTMs
Where it’s being used
Active dates
Common UTM Examples
Email newsletter:
?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest
Instagram bio:
?utm_source=instagram&utm_medium=social&utm_campaign=bio_link
Facebook paid ad:
?utm_source=facebook&utm_medium=cpc&utm_campaign=winter_sale&utm_content=carousel_ad
Print flyer with QR code:
?utm_source=flyer&utm_medium=print&utm_campaign=store_opening
Next Steps
Configure UTM Passthrough in settings
Create your first Short Link with UTMs
View campaign performance in Reports