UTM Passthrough
UTM Passthrough automatically forwards UTM parameters from incoming links to your destination URLs. This powerful feature lets you track campaigns without embedding UTM parameters in every short link you create.
What is UTM Passthrough
When UTM Passthrough is enabled, any UTM parameters in the short link URL are automatically appended to the destination URL during redirect.
Example:
Your short link: yourstore.com/a/s/sale Destination: yourstore.com/collections/winter-sale
Someone shares: yourstore.com/a/s/sale?utm_source=facebook&utm_medium=post
Visitor is redirected to: yourstore.com/collections/winter-sale?utm_source=facebook&utm_medium=post
The UTM parameters travel through the redirect seamlessly.
How It Works with Incoming Links
UTM Passthrough intercepts these specific parameters:
utm_sourceutm_mediumutm_campaignutm_termutm_contentutm_id
The process:
Visitor clicks your short link with UTM parameters
Short Links identifies UTM parameters in the URL
During redirect, these are appended to the destination
Visitor arrives with UTM tracking intact
Analytics tools (like GA4) capture the campaign data
Smart behavior:
Only UTM parameters are passed (other query params are ignored)
If the destination already has a UTM parameter, it won’t be overwritten
Parameters are properly URL-encoded
Enabling/Disabling the Feature
To configure UTM Passthrough:
Open Short Links app
Go to Settings
Find the UTM Passthrough section
Toggle the switch on or off
Changes save automatically
When enabled (default): UTM parameters in short link URLs pass through to destinations.
When disabled: UTM parameters in short link URLs are ignored; visitors land on the plain destination URL.
Plan Requirements
UTM Passthrough is a premium feature:
Plan | UTM Passthrough |
Free/Starter | ❌ Not available |
Paid Plans | ✅ Available |
Free plan users see an informational banner in Settings explaining the feature and encouraging upgrade.
Use Cases and Benefits
Multi-Channel Single Link
Create one short link, add UTM parameters when sharing:
Instagram bio:
yourstore.com/a/s/shop?utm_source=instagramEmail newsletter:
yourstore.com/a/s/shop?utm_source=newsletterFacebook post:
yourstore.com/a/s/shop?utm_source=facebook
All three use the same short link with different UTMs.
Influencer Tracking
Give each influencer the same short link with unique UTMs:
Influencer A:
yourstore.com/a/s/collab?utm_source=influencer_aInfluencer B:
yourstore.com/a/s/collab?utm_source=influencer_b
Track which influencer drives more traffic in Google Analytics.
Ad Platforms
Let ad platforms add their own UTM parameters:
Facebook Ads automatically adds
utm_source=facebookShort Links passes it through to your store
Full attribution in your analytics
Team Flexibility
Marketing team members can add their own UTMs:
Same short link, different campaign tracking
No need to create separate links for each use
Consistent shortened URL everywhere
Print and Offline
For QR codes and print materials:
Base short link on the printed item
Add UTMs when generating the QR code
Track which print materials perform best
Best Practices
Don’t Double-Tag
If your destination URL already has UTMs, passthrough won’t overwrite them. But it’s cleaner to either:
Use passthrough with plain destinations, OR
Embed UTMs in destinations without relying on passthrough
Consistent UTM Naming
Use consistent parameter values across campaigns:
Always lowercase
Use underscores or hyphens
Document your conventions
Test Before Launch
Verify passthrough is working:
Create a test short link
Add UTM parameters to the URL
Click and verify the destination URL contains them
Check in your analytics tool
Next Steps
Learn about UTM Parameters in depth
Start Creating Links
View campaign data in Reports