📌 What are UTMs?

UTMs (Urchin Tracking Modules) are tags added to a URL to track where your traffic and orders come from.

Example URL:

https://store.example.com/menu?utm_source=instagram&utm_medium=social&utm_campaign=spring_launch&utm_content=story_ad&utm_term=high_protein

These tags help you understand which marketing efforts are driving visits and conversions.

🔍 UTM Parameters Supported by Prado

Prado supports all five standard UTM parameters:

⚙️ How Prado Uses UTMs

💡 Key Behavior: UTMs are captured automatically and carried through the full customer journey.

• Captured when a shopper lands on your site
• Stored throughout the session
• Persisted into checkout and order data
• Supports all 5 UTM parameters
• Attribution may display as “Last Click (UTM)” depending on your settings

📊 Where to Find UTM Data in Prado

🧾 Order Details

Shows:

• UTM Source
• UTM Campaign

📈 Analytics → Reports → New Customers

Includes all five:

• Source
• Medium
• Campaign
• Term
• Content

📥 CSV Exports

Available in:

• Orders
• New Customers
• Includes UTM columns for reporting

❓ FAQs

💬 Do I need all 5 UTMs?
No. Start with:

• utm_source
• utm_medium
• utm_campaign

💬 Do UTMs affect pricing or page behavior?
No. They are strictly for tracking.

💬 Can UTMs include spaces or capital letters?
Yes, but best practice is lowercase + underscores.

💬 What if no UTMs are present?
Fields will appear as blank or “–”.

💬 Can UTMs be overwritten?
Yes. Last-click attribution may apply depending on your settings.

🧠 Best Practices for Naming UTMs

✅ Following these keeps your reporting clean and consistent:

Use lowercase only
(facebook, not Facebook)

Use underscores for multiple words
(spring_sale)

Keep campaign names consistent across channels

🚫 Do not include PII
(no emails, phone numbers, or personal data)

✅ Quick Start Recommendation

If you're just getting started, use this simple structure:

utm_source=instagram  
utm_medium=social  
utm_campaign=spring_sale