UTM Tracking & Campaigns
How to use UTM parameters with Sellrn to track which marketing campaigns, emails, and social posts are driving traffic and sales to your store.
UTM parameters are tags you add to URLs that tell Sellrn (and Google Analytics) where a visitor came from and which campaign sent them. Without UTM tags, traffic from emails and social posts shows up as "Direct" in your analytics — making it impossible to know what's actually working.
What UTM parameters are
A UTM-tagged URL looks like this:
https://yourdomain.com/products/summer-dress
?utm_source=instagram
&utm_medium=social
&utm_campaign=summer-sale-2026The five standard UTM parameters:
| Parameter | What it identifies | Example |
|---|---|---|
utm_source | Where the traffic comes from | instagram, newsletter, google |
utm_medium | The marketing channel | social, email, cpc |
utm_campaign | The specific campaign | summer-sale-2026 |
utm_content | Which ad or link variant | hero-banner, footer-link |
utm_term | Paid search keyword | summer+dresses |
Where UTM data appears in Sellrn
Sellrn captures UTM parameters from every visit and associates them with any order placed during that session. In Dashboard → Analytics → Traffic sources, the "Paid" channel is driven by utm_medium=cpc, and individual campaign breakdowns are visible when you click into a source.
Each order's detail page also shows the UTM source, medium, and campaign that attributed to it — useful for measuring campaign ROI at the order level.
Building UTM links
Use Sellrn's built-in UTM builder in Dashboard → Analytics → UTM builder. Enter the destination URL and fill in the campaign fields — it generates the full tagged URL for you to copy.
Alternatively, use Google's free Campaign URL Builder.
Email campaigns
Add UTM parameters to every link in your email campaigns. Standard convention:
utm_source= your email provider (e.g.klaviyo)utm_medium=emailutm_campaign= the campaign name (e.g.may-restock-2026)utm_content= the specific link (e.g.cta-button,product-image)
Social media posts
Most social platforms strip UTM parameters from organic posts in-app, but links shared externally (e.g. in bio, Stories swipe-up, or paid ads) retain them. Always tag links in:
- Your Instagram bio link
- TikTok bio link
- Paid social ads
- Influencer promo links (use unique
utm_contentper influencer to track individual performance)
Paid ads
For Google Ads, use auto-tagging (enabled by default in Google Ads) which uses gclid instead of UTM. Both are captured by Sellrn. For Meta/Facebook Ads, enable the Facebook Pixel in Settings → Integrations → Facebook Pixeland also append UTM parameters to your ad destination URLs for redundancy.