UTM Explorer
Introduction
Lifetimely’s UTM Report and UTM Builder work together to help you track and analyze marketing performance using UTM parameters.
- UTM Report pulls UTM data directly from Shopify Marketing reports, giving you detailed insights into which traffic sources, campaigns, and mediums drive revenue and conversions.
- UTM Builder helps you create structured UTM parameters to improve tracking accuracy across your marketing channels.
This guide covers how to analyze your UTM data using the UTM Report and generate optimized UTM links with the UTM Builder.
UTM Report
Overview
The UTM Report in Lifetimely Attribution provides a deeper view of UTM-tagged traffic sources and marketing campaigns, helping you understand where customers come from and which channels drive the most value.
Key Features
Granular UTM Data Analysis
- Default view: UTM Source, sorted by Revenue.
- Key metrics:
- Revenue
- Average Order Value (AOV)
- Total Orders
- New Customer Orders
- Returning Customer Orders
- Easily filter and switch between UTM Source, Medium, Content, and other UTM parameters.
Custom Attribution Window (1–28 Days)
- Adjust the attribution window to compare short- vs. long-term marketing performance.
- 1-day window → Tracks immediate conversions.
- 28-day window → Shows long-term customer journeys and multiple touchpoints.
Multi-Touch Linear Attribution
- Distributes credit evenly across all touchpoints within the selected attribution window.
- Example:
- 2 touchpoints → Each gets 50% credit.
- 3 touchpoints → Each gets 33% credit.
- Revenue and Orders remain accurate, while AOV stays consistent across attribution models.
How to Use the UTM Report
Viewing UTM Data
- Open UTM Report in Lifetimely.
- View your UTM data sorted by Revenue (default).
- Switch between UTM Source, Medium, Content, and other parameters for deeper analysis.
Adjusting the Attribution Window
- Click on Attribution Window Settings.
- Choose a timeframe between 1 and 28 days.
- Compare how different windows affect revenue distribution.
Understanding Linear Attribution
- View weighted revenue and order attribution across multiple touchpoints.
- Hover over tooltips for additional breakdowns.
A customer clicks a Google Ad, then later clicks a Facebook Ad, and then purchases.
Google Ads (first touchpoint) → 50% credit
Facebook Ads (last touchpoint) → 50% credit
If they also clicked on an email campaign in between:
Google Ads → 33%
Facebook Ads → 33%
Email Campaign → 33%
UTM Builder
What is a UTM Code?
A UTM code is a snippet of text added to a URL to track link performance. Developed by Google Analytics, UTMs identify the source, medium, campaign, and other attributes of the link traffic.
By using UTM tracking, you can:
✔ See which campaigns drive the most revenue.
✔ Understand which traffic sources convert best.
✔ Improve marketing attribution in Lifetimely.
How to Build a UTM Link
Use the UTM Builder to generate trackable URLs that ensure accurate attribution in your reports.
UTM Parameters
| Parameter | Purpose | Example Values |
|---|---|---|
| Base URL | The main link being tracked | https://your-domain.com |
| UTM Source | Where the traffic is coming from | newsletter, facebook, google |
| UTM Medium | The type of traffic source | email, cpc, banner_ad |
| UTM Campaign | The campaign name | summer_sale, product_launch |
| UTM Term | Paid search keywords (optional) | hiking+boots |
| UTM Content | Differentiates links in the same campaign | image_link vs text_link |
📝 Example UTM Link:
<code>https://your-domain.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale
- utm_source=facebook → Traffic comes from Facebook.
- utm_medium=cpc → Click came from a paid ad.
- utm_campaign=spring_sale → Campaign name is "Spring Sale".
Best Practices for UTM Tracking
✔ Use clear and structured naming conventions (e.g., facebook_ad instead of fbad123).
✔ Keep UTM parameters consistent across all marketing channels.
✔ Regularly check the UTM Report to analyze traffic performance.