What Is the Sales by UTM Campaign Report?
When you tag a marketing link with utm_campaign, Shopify stores that label against any order the visit turns into. This report reads that label back out and totals revenue against it, so every named campaign you have run sits on its own row next to the sales it produced.
It groups orders by the campaign value alone, then shows the referring site and landing site attached to those orders so you can see where the traffic came from and where it arrived. That focus is what separates it from the broader UTM Report, which lists every UTM field at once, and from Sales by UTM Source or Sales by UTM Medium, which group by the platform or the channel type rather than the campaign name you assigned.
One thing to keep clear: utm_campaign is a label you write yourself when you build the link. It is not a fixed Shopify category. The report can only group by exactly what was tagged, so the quality of the answer depends on how consistently your links were tagged in the first place.
Which Fields Are Included in the Sales by UTM Campaign Report?
These four fields tie a campaign label to the revenue and traffic path behind it.
You can adjust the pre-made report by adding, removing, or reordering columns so it matches how you review marketing, and pull in other UTM fields when you need more context.
Important Insights You Can Find in This Report
Which campaigns are actually converting into revenue, not just sending clicks?
Sort by Total Sales and the campaigns funding your store rise to the top. The value here is separating campaigns that generate orders from campaigns that only generate traffic. A campaign name you spent heavily on that shows little or no revenue in this view is worth investigating before the next budget cycle, either the targeting is off or the links were never tagged correctly.
Is one campaign reaching customers through more than one referring site?
Because Referring Site sits next to the campaign label, you can see whether a single campaign is arriving from several places, for example a holiday_sale label showing up under both an email domain and a social referrer. That tells you the campaign is running across channels under one name, which affects how you read its total and whether you can credit any single channel for the result.
Are campaign visits landing where you meant them to?
Compare Landing Site across rows for the same campaign. If a campaign built to promote one collection is landing people on your homepage instead, the link was likely misconfigured, and the sales figure reflects visitors who had to find the product themselves rather than the offer you promoted.
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Because utm_campaign is free text you type by hand, the most common distortion in this report is not a weak campaign, it is a split one. The same real campaign tagged three slightly different ways, spring_sale, Spring-Sale, and springsale, lands as three separate rows, each showing a fraction of the true revenue. A campaign can look mediocre simply because its sales are scattered across near-duplicate labels.
Before you judge any campaign as underperforming, scan the UTM Campaign column for labels that are clearly the same effort with different spelling, casing, or separators. If you find them, the fix is upstream in how your links are built, not in the campaign itself. Consistent naming is what makes every total in this report trustworthy.
How Can You Automate the Sales by UTM Campaign Report?
Open the pre-made Sales by UTM Campaign report in Report Pundit. The columns are already set, so you can save it as is, or build your own by adding the four fields under Custom Reports, setting a date range, and applying a filter to focus on one campaign or channel.
Once saved, schedule it to email on a recurring basis, daily, weekly, or monthly, and have it delivered to yourself, your team, or an agency on the same schedule. You can also export it to Excel, CSV, or PDF, or push it to Google Sheets or Google Drive.
Frequently Asked Questions
What does the Sales by UTM Campaign report group sales by?
It groups order revenue by the utm_campaign label attached to each order, so every distinct campaign name appears on its own row with its total sales, referring site, and landing site.
How is this different from the UTM Report?
The UTM Report shows every UTM field together (campaign, source, term, medium, content) for a full-picture view. This report narrows to the campaign name and the revenue behind it, which is easier when you only want to compare campaigns against each other.
What is the difference between Sales by UTM Campaign and Sales by UTM Source?
Campaign groups by the specific promotion you named, such as black_friday. Source groups by where the traffic originated, such as Google or Facebook. One campaign can span several sources, so the two reports answer different questions.
Why is one campaign showing up as several rows?
Almost always because the campaign was tagged with slightly different labels across links, for example different casing or spelling. Shopify treats each exact label as separate, so the same campaign gets split. Standardize your utm_campaign values to keep it on one row.
Why do some orders have no UTM Campaign value?
Orders arrive without a campaign value when the customer reached your store through an untagged link, direct traffic, or a source that strips UTM parameters. Those orders still count in your store totals but cannot be credited to a campaign here.