What Is the Shopify UTM Report?
The Shopify UTM Report pulls all five UTM tracking values off your Shopify orders and lines them up in a single view: UTM campaign, UTM source, UTM term, UTM medium, and UTM content. Alongside them it shows the referring site, the landing site, net quantity, and total sales, so each tagged marketing link can be read against the units and revenue it actually produced.
Most stores already have this data scattered across orders, but never side by side. This report is the one place where all five parameters sit together, which matters because a single campaign is usually tagged across several sources and mediums at once. Seeing them in one table is what lets you tell a well-tagged, high-earning link apart from an untagged one.
It differs from the Sales by UTM Source, Medium, and Campaign reports, which each isolate one parameter. Use those when you want to rank a single dimension. Use the UTM Report when you want the complete tagging picture for a period, or when you need to spot where your tracking is incomplete.
Which Fields Are Included in the Shopify UTM Report?
These fields let you match each marketing link to the orders and revenue it drove, and check that your tagging is consistent.
You can adjust the pre-made report by adding, removing, or reordering columns so the view matches how you tag and review your marketing.
Important Insights You Can Find in This Report
Which tagged links drive units versus which drive revenue?
Read Net Quantity against Total Sales for each row instead of looking at either alone. A source can move a lot of units at a low order value, while another moves fewer units but far more revenue. Because both columns sit on the same tagged row here, you can separate volume channels from value channels and decide which one your current budget goal actually favors before shifting spend.
Is the same campaign performing differently depending on how it was tagged?
One campaign is often distributed across several sources and mediums, for example the same launch tagged as email, cpc, and social. Group the rows by UTM Campaign and then compare the source and medium underneath it. If most of the campaign's Total Sales concentrate under one source-and-medium combination, that pairing is what is really carrying the campaign, and the weaker taggings are candidates to cut or retest.
Where is revenue arriving without complete UTM tags?
Look for rows with a filled Referring Site or Landing Site but blank UTM Source, Medium, or Campaign. Sales landing in those rows are real, but they are untracked, which means the true performance of your tagged campaigns is being understated. A large share of revenue in untagged rows usually points to links that were never tagged or a channel stripping the parameters, both of which are worth fixing before trusting any channel ranking.
THE ANALYST'S READ: The Signal Most Merchants Miss
UTM Content is the field most merchants skip, and it is the one that isolates creative from targeting. When two rows share the same campaign, source, and medium but differ only in UTM Content, the gap in their Total Sales is a fairly clean read on the ad variant, subject line, or button itself, since the audience and channel are held constant. If one content value consistently out-earns another across periods, that is worth checking as a creative signal rather than a channel one. If content values are blank or inconsistent, it is usually a tagging habit to tighten, not a sign the creative does not matter.
How Can You Automate the Shopify UTM Report?
Open the pre-made UTM Report in Report Pundit and press Save. The columns are already set, so no rebuilding is needed. Set a date range and add a filter if you want to focus on one campaign, source, or medium.
From there you can schedule it to send automatically on a daily, weekly, or monthly cycle, and route it to your team, VA, or agency on the same schedule. Reports can be exported to Excel, CSV, or PDF, or pushed to Google Sheets or Google Drive so the numbers arrive already prepared.
Frequently Asked Questions
How is the Shopify UTM Report different from the Sales by UTM Source, Medium, or Campaign reports?
Those reports each isolate one parameter to rank it cleanly. The UTM Report keeps all five UTM parameters together on the same rows, plus referring and landing site, so you can see the complete tagging picture and cross-check parameters against each other. Use the single-parameter reports to rank one dimension, and this report to audit the whole setup.
Why are some rows missing UTM values?
UTM values only appear when the link a customer clicked was tagged. Direct visits, some organic traffic, and links where the tags were dropped will show blank UTM fields even though the order and its Total Sales are still recorded. Blank rows are a signal to review your tagging, not a data error.
Does this report use Shopify order data or Google Analytics?
It reads the UTM values captured on your Shopify orders, so it ties marketing tags directly to real orders and revenue. That is different from the Google Analytics based reports like Attribution Metrics or Channel Performance, which work from session data.
What does Net Quantity show here?
Net Quantity is the units associated with the tagged orders after returns are taken into account, so a channel's volume is not inflated by items that were later refunded. Reading it next to Total Sales shows whether a channel wins on units, on revenue, or both.
Can I filter the report to a single campaign or source?
Yes. Add a filter on any UTM field to narrow the report to one campaign, source, medium, term, or content value, then save that filtered view or schedule it so it rebuilds on its own.