Audit checks / E-TRK-03
Paid traffic reaches the store without UTM
Shopify's reports can only name a campaign the link told them about. Auto-tagging tells the ad platform, not the store. Without UTM the store sees paid orders as anonymous, and its own figures cannot check the platforms'.
- Fires when
- More than 20% of an account's spend goes to URLs without utm_source and utm_campaign, or more than 50% of the orders from paid sources carry no UTM.
- What to do
- Instructions and a UTM template.
- How the impact is estimated
- Not quantified: UTM says which campaign a sale came from, and what that is worth depends on what you do with it.
- Platform
- Google Ads, Meta, Shopify
- Severity
- medium
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- max_missing_share: 0.5
- max_spend_share: 0.2
- min_paid_orders: 20
- Stays silent below
- min_paid_orders orders from paid sources in 30 days
- ads whose landing pages we can read
- Autopilot
- Never applied automatically.