Analytics

How to Track UTM Parameters Through Shopify Checkout

Q: How do I add UTM parameters to Facebook Ads?

In Facebook Ads Manager, add utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}} to the URL Parameters field. Dynamic parameters automatically populate campaign and ad names.

Q: Does Funnelish automatically pass UTM parameters between funnel steps?

Yes. Funnelish preserves URL parameters as visitors move between funnel steps, carrying them from the advertorial through to the checkout and thank you page without additional setup.

Q: How do I get UTM parameter data to show up on Shopify orders?

Use a JavaScript snippet that reads UTM parameters from the URL, stores them in cookies, and passes them as order notes or custom attributes when the Funnelish order syncs to Shopify.

Q: Can I track UTM parameters for TikTok ads through Funnelish?

Yes. In TikTok Ads Manager, use TikTok's dynamic macros: utm_source=tiktok&utm_medium=paid_social&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CREATIVE_NAME__ in the URL parameter field.

Umor Faruk

May 14, 2026

3 min read

How to Track UTM Parameters Through Shopify Checkout

The Problem With Ecommerce Attribution in 2026

One of the biggest challenges facing ecommerce advertisers today is accurate attribution — knowing exactly which ad, which audience, and which creative actually drove each sale. With iOS privacy changes, browser tracking restrictions, and multi-touch customer journeys, platform-reported ROAS is often misleading.

UTM parameters are one of the most reliable ways to track ad performance through your entire funnel — from the initial click all the way through to the confirmed order in Shopify.

What Are UTM Parameters?

UTM parameters are tags added to the end of your landing page URL that tell your analytics tools where a visitor came from. The four main parameters are:

utm_source — Where the traffic came from (facebook, tiktok, google)
utm_medium — The marketing medium (paid_social, cpc, email)
utm_campaign — The specific campaign name
utm_content — The specific ad or creative

Setting Up UTM Parameters in Your Ad Platforms

Facebook Ads

In Facebook Ads Manager, go to your ad set's URL parameters field and add: utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}. Facebook's dynamic parameters will automatically populate campaign and ad names.

TikTok Ads

In TikTok Ads Manager, find the Tracking section and add UTM parameters using TikTok's dynamic macros: utm_source=tiktok&utm_medium=paid_social&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CREATIVE_NAME__

Passing UTM Parameters Through Your Funnelish Funnel

Funnelish automatically preserves URL parameters between funnel steps — so if a visitor lands on your advertorial with UTM parameters in the URL, those same parameters are carried through to the product page and checkout page. Verify this by visiting your funnel with UTM parameters and confirming they appear on subsequent pages.

Passing UTM Parameters Into Shopify

To track UTM data at the order level in Shopify, capture UTM parameters from the URL and pass them as order notes or custom attributes when the order is created. This is done using a custom JavaScript snippet that reads UTM parameters from the URL, stores them in cookies, and passes them to Funnelish's order data fields when the order is placed.

Analyzing UTM Data in Google Analytics

With GA4 connected to Funnelish and UTM parameters properly set, you can see exactly which campaigns, ad sets, and creatives are driving purchases. Go to Reports, then Acquisition, then Traffic Acquisition, and filter by Session Campaign to see revenue by campaign.

Build a Trackable Funnel From Day One

Proper tracking setup is much easier to do at launch than to retrofit later. Browse our Funnelish funnel templates and get your funnel live with proper UTM tracking from the very first sale.

Frequently Asked Questions

What are UTM parameters and why do they matter for ecommerce?

UTM parameters are URL tags that identify the source, medium, campaign, and creative that drove a visitor to your funnel. They matter because platform-reported ROAS is increasingly unreliable due to iOS privacy changes and browser tracking restrictions. UTM data gives you first-party attribution that persists all the way through to the confirmed Shopify order.

How do I add UTM parameters to Facebook Ads?

In Facebook Ads Manager, go to the URL Parameters field at the ad level and add: utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}. Facebook's dynamic parameters automatically fill in the campaign and ad names, so you don't need to update parameters manually for each ad.

Does Funnelish automatically pass UTM parameters between funnel steps?

Yes. Funnelish automatically preserves URL parameters as visitors move between funnel steps. If a customer arrives on your advertorial with UTM parameters in the URL, those parameters are carried through to the product page, checkout page, and thank you page without any additional setup required.

How do I get UTM parameter data to show up on Shopify orders?

You need a JavaScript snippet that reads UTM parameters from the URL when a visitor arrives, stores them in cookies or session storage, and passes them as order notes or custom attributes when the Funnelish order syncs to Shopify. This makes the UTM source, campaign, and creative visible on each order in your Shopify admin.

Can I track UTM parameters for TikTok ads through Funnelish?

Yes. In TikTok Ads Manager, add UTM parameters using TikTok's dynamic macros in the URL parameter field: utm_source=tiktok&utm_medium=paid_social&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CREATIVE_NAME__. TikTok will automatically replace the macro placeholders with the actual campaign and creative names for each click.

Where do I view UTM attribution data in Google Analytics?

In GA4, go to Reports, then Acquisition, then Traffic Acquisition. Filter by Session Campaign to see sessions and conversions broken down by campaign. For purchase revenue by UTM source, check the Monetization reports and apply a Campaign dimension to see which campaigns are actually driving revenue.