What Is the Shopify Sales by UTM Medium Report?
The Shopify Sales by UTM Medium report groups your Shopify order revenue by the utm_medium value attached to the link a customer arrived through. Medium describes the type of marketing channel behind a visit, such as email, cpc, paid_social, organic, referral, or affiliate, based on how you tagged your links.
This is the piece merchants most often confuse with UTM source. Medium answers "what kind of marketing brought this sale," while source answers "which specific platform." A visit tagged utm_source=facebook&utm_medium=paid_social counts under facebook in the Source report and under paid_social here. Medium is the broader bucket, so it is the fastest way to compare whole categories of marketing against each other.
Use this report when you want to judge channel types rather than individual platforms or campaigns: is email pulling its weight against paid social, is organic quietly outperforming your ad spend, and which medium is worth more budget next month.
Which Fields Are Included in the Shopify Sales by UTM Medium Report?
These four fields tell you which channel type earned each sale and how visitors reached your store.
You can customize the pre-made report by adding, removing, or rearranging columns, and by setting the date range and filters to match how you review your marketing.
Important Insights You Can Find in This Report
Which channel type is earning revenue, not just sending traffic?
Sort by Total Sales to see which medium actually produces orders. A medium that shows up on many rows but carries little revenue is sending volume without conversions, which usually points to weak targeting, the wrong audience, or links pointing to pages that do not close. Compare that against the effort or spend behind each medium before deciding where next month's budget goes.
Is a medium sending people to the right pages?
Read UTM Medium alongside Landing Site. If a medium consistently drops visitors on the homepage while your converting mediums land people on a specific collection or product page, the link destinations, not the channel itself, may be the problem. Fixing the landing page a medium points to is often faster than abandoning the channel.
What is actually happening inside a broad medium like "social" or "referral"?
Because medium is the widest UTM grouping, one row can hide very different performers. Drill into Referring Site within a single medium to see the real platforms feeding it. A "referral" medium might be split between a high-value partner site and a pile of low-value link directories, and only the referring site breakdown tells them apart. This is also the natural bridge to the Sales by UTM Source report.
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Compare UTM Medium against Referring Site row by row. When a referring site clearly belongs to one channel type but the medium is blank, "(not set)", or plainly wrong (an email tool showing up as referral, or ad traffic with no medium at all), you have a tagging gap, not a performance problem. Those sales are still real, but they are being credited to the wrong bucket or no bucket, which quietly understates your best channels. If the same mismatch repeats across a date range, fix the UTM tags on those links before you trust any medium-level comparison. Clean tagging is what makes every other number on this page reliable.
How Can You Automate the Shopify Sales by UTM Medium Report?
Open the pre-made Sales by UTM Medium report in Report Pundit. The columns are already set, so you can save it as is, or adjust the date range and add a filter to focus on one medium. Once it looks right, schedule it to send automatically on a daily, weekly, or monthly cycle by email, or push it to Google Sheets or Google Drive. You can route the same schedule to your team or agency so the channel-type breakdown lands ready to read. Exports are available in Excel, CSV, and PDF.
Frequently Asked Questions
What is the difference between the Shopify Sales by UTM Medium and Shopify Sales by UTM Source reports?
Medium groups sales by the type of channel (email, cpc, paid_social, organic), while Source groups by the specific platform or publisher (google, facebook, klaviyo). Use Medium to compare categories of marketing and Source to compare individual platforms inside those categories.
Why do some rows show blank or "(not set)" for UTM Medium?
Those visits reached your store through links that had no utm_medium tag, or through direct traffic. It usually means some marketing links are untagged. Adding consistent UTM tags to your campaign links will move that revenue into the correct medium.
Can I see which platform is inside a broad medium like "social"?
Yes. Add or read the Referring Site column to see the actual sites feeding a medium. This separates, for example, Instagram and Facebook traffic that both sit under a single paid_social medium.
Which Shopify plan or setup is required for UTM data to appear?
UTM medium values come from the tags on the links customers click, so the report only shows data for visits that arrived through properly tagged URLs. If your links are not tagged, the report has nothing to group by.
Can I limit the report to a single medium or date range?
Yes. Set the date range for the period you want to review, and apply a filter on UTM Medium to isolate one channel type. Save the filtered version so it reloads the same way each time.