UTMs and tracking: buyer questions answered
14 buyer questions about UTM and tracking, each answered from the platforms' own help pages: a short answer, a step-by-step walkthrough with menu paths, and for some questions a version for one store type.
By Joris van Huët, Founder & CEOUpdated 4 min read
Run the numbers for your store: the free UTM builder.
Each answer below takes one buyer question about UTM and tracking and answers it from the platforms' own help pages, read on 1 October 2026. Read the short answer first. If you need to act in GA4, Shopify, Meta or Google Ads, the step-by-step version gives the menu paths.
The questions
What are UTM parameters?
- The short answer: What are UTM parameters?
- Step by step: How to build and test UTM parameters, step by step
- For one store type: What UTM parameters should a pet products store use?
How do I set up UTM parameters for Shopify?
- The short answer: How do I set up UTM parameters for Shopify?
- Step by step: How to set up UTM parameters on Shopify, step by step
What UTM parameters should I use for Instagram?
- The short answer: What UTM parameters should I use for Instagram?
- Step by step: How to set up Instagram UTM parameters, step by step
- For one store type: What UTM parameters should a food brand use for Instagram?
How do I tag email links for GA4?
- The short answer: How do I tag email links for GA4?
- Step by step: How to tag email links for GA4, step by step
How do I track influencer sales?
- The short answer: How do I track influencer sales?
- Step by step: How to track influencer sales on Shopify, step by step
- For one store type: How do I track influencer sales for an electronics store?
How do I track TikTok ads in GA4?
- The short answer: How do I track TikTok ads in GA4?
- Step by step: How to track TikTok ads in GA4, step by step
How do I track podcast ads?
- The short answer: How do I track podcast ads?
- Step by step: How to track podcast ads in GA4 and Shopify, step by step
- For one store type: How do I track podcast ads for a fashion brand?
What is server-side tracking?
- The short answer: What is server-side tracking?
- Step by step: How to set up server-side tracking, step by step
Do I need server-side tracking for Shopify?
- The short answer: Do I need server-side tracking for Shopify?
- Step by step: How to check server-side tracking on Shopify, step by step
- For one store type: Does a sports nutrition store need server-side tracking?
Why are my UTMs not showing in GA4?
- The short answer: Why are my UTMs not showing in GA4?
- Step by step: How to find missing UTMs in GA4, step by step
How do I track sales from YouTube videos?
- The short answer: How do I track sales from YouTube videos?
- Step by step: How to track YouTube video sales in GA4, step by step
- For one store type: How do I track YouTube sales for a beauty brand?
How do I track organic social sales?
- The short answer: How do I track organic social sales?
- Step by step: How to track organic social sales, step by step
What is utm_source vs utm_medium?
- The short answer: What is utm_source vs utm_medium?
- Step by step: How to fix utm_source and utm_medium in GA4, step by step
- For one store type: What is utm_source vs utm_medium for a home goods store?
How do I name UTM campaigns?
- The short answer: How do I name UTM campaigns?
- Step by step: How to name UTM campaigns, step by step
How to read these answers
Each answer opens with the short version in bold. Most then set one store's anonymised GA4 export next to the usual answer. That export describes one store, not a benchmark, and holds shares of revenue only.
Every other figure comes from a platform's own help page, linked inside the answer, or is a worked example labelled as one. Each answer ends with three checks you can run this week, with what a pass and a fail look like.
Check the homework. Your GA4 Attribution paths export already holds the evidence. Causality Engine reads that one file and shows what each channel caused next to what last-click gave it, in 1 to 2 minutes, for €99 once (excluding VAT), refundable within 30 days. Check the homework
Related answers
Frequently asked questions
Where do the facts in these UTM and tracking answers come from?
From the platforms' own help pages, read on 1 October 2026 and linked inside each answer, and from one store's anonymised GA4 export. That export holds shares of revenue only, and it describes one store, not a benchmark.Which UTM and tracking answer should I read first?
Start with the question closest to the decision in front of you. Read the short answer first. If you need to act in the platform, the step-by-step version gives the menu paths.Can I check these UTM and tracking answers on my own store?
Yes. Every answer ends with three checks you can run this week in Shopify, GA4 or the ad platform, each with what a pass and a fail look like.
Go deeper: Causal attribution, explained.
Sixty-second versions of these ideas: Causality Engine on YouTube Shorts.
Keep reading
Terms in this article
- AttributionAttribution identifies user actions that contribute to a desired outcome and assigns value to each. It reveals which marketing touchpoints drive conversions.
- CausalityCausality is the relationship where one event directly causes another, essential for identifying specific actions that drive desired outcomes in marketing.
- Google AdsGoogle Ads is an online advertising platform where advertisers bid to display ads, service offerings, and product listings.
- InfluencerAn Influencer affects purchase decisions due to their authority, knowledge, or relationship with their audience. They drive consumer behavior.
- Marketing MixThe marketing mix is the set of actions a company uses to promote its brand or product. It traditionally includes product, price, place, and promotion.
- Marketing Mix ModelingMarketing Mix Modeling (MMM) is a statistical analysis that estimates the impact of marketing and advertising campaigns on sales. It quantifies each channel's contribution to sales.
- TikTok AdsTikTok Ads are advertisements on the TikTok platform. They allow brands to reach younger audiences through short-form video content.
- UTM ParametersUTM Parameters are URL tags marketers use to track campaign effectiveness across traffic sources. They provide data for accurate campaign tracking and attribution in analytics platforms.