UTM links: identifying store traffic sources

Name campaigns consistently so comparisons remain useful.

Practical steps

1. Define source, medium and campaign.
2. Use utm_content for the creative version.
3. Test the link to the product.
4. Keep a campaign naming register.

Worked example

Example: utm_source=facebook&utm_medium=paid_social&utm_campaign=bag_test&utm_content=video_a.

Mistake to avoid

Never include customer phone numbers or personal details.

Working checklist

Before launch, record the test question, creative, product and spending cap. Compare the same period under similar conditions and wait for parcel outcomes before judging profit. Document changes to price, stock or confirmation because they affect comparisons. Choose one change for the next cycle instead of changing everything at once.

Common question

Will reports become identical?

No: attribution windows, consent and devices can still cause differences.

Put it into practice

Create your store on Matjri, prepare the information needed for this guide and test the result as a customer on your phone before sharing the link. Edit photos, descriptions and options and manage orders from your store dashboard.

Sources and further reading

• Google Analytics — Campaign URLs

Editorial review: 11 October 2026. Calculations are illustrative; tools and fees may vary by account and supplier.