What Is the Shopify Sales by UTM Source Report?
When an order comes in, Shopify rarely tells you which platform sent the buyer. The Sales by UTM Source report answers that by grouping your orders by the utm_source value tagged on the link the customer arrived through, then attaching the total sales earned from each one. Sources are the platforms, publishers, or partners you name in your links: Google, Facebook, Instagram, Klaviyo, Pinterest, TikTok, a newsletter, an affiliate site.
It is easy to confuse UTM Source with two nearby fields. Referring Site is the actual URL Shopify detected the visit coming from, which you don't control. UTM Source is the label you assigned yourself. And UTM Source is not UTM Medium: source is the specific platform (Facebook), while medium is the channel type (paid social). This report keeps source at the center so you can compare platforms directly.
Use it when the decision in front of you is where to put budget by platform, rather than by campaign or channel type.
Which Fields Are Included in the Shopify Sales by UTM Source Report?
These four fields connect the platform a visit came from to the money it produced.
You can customize the report by adding, removing, or rearranging fields, so it matches the way you review marketing performance.
Important Insights You Can Find in This Report
Which platform wins when two sources share the same channel type?
Facebook and Instagram are both paid or organic social, but they rarely perform the same. Because this report splits by source rather than medium, you can line up two platforms that a channel-level view would blur together and see which one actually converts to Total Sales. If one carries most of a channel's spend but the other carries most of its revenue, you have a clear reason to shift budget between platforms, not just between channels.
Is a source sending traffic that doesn't turn into sales?
Compare each source's presence in the report against its Total Sales. A source that appears often through its Landing Site and referrer activity but sits low on revenue usually points to one of two things: the audience on that platform isn't the right fit, or the landing page it sends people to isn't converting. Both are fixable, but only once the source view makes the gap visible.
Does a source's Referring Site match what you tagged?
Look at UTM Source alongside Referring Site row by row. When a source you labeled "google" shows referring sites that aren't Google, or when strong sales sit under a blank or "direct" referrer, your links are tagged inconsistently. That mislabeling quietly moves revenue to the wrong platform in every marketing decision you make afterward.
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Source is the most fragmented UTM field because it is free text that different people and tools fill in differently. One platform can be spread across several rows, with facebook, FB, facebook.com, and ig all being the same channel, so each row understates its true contribution and a top earner can look mediocre. Before you cut or scale any platform, scan the UTM Source column for values that clearly mean the same thing and combine their Total Sales. If consolidating a few variants would change which source ranks first, standardize your link tagging before trusting the ranking. It is worth checking whenever a platform you expected to lead looks weaker than your ad accounts suggest.
How Can You Automate the Shopify Sales by UTM Source Report?
Open the pre-made Sales by UTM Source report in Report Pundit. The columns are already set, so you can save it as is or adjust the date range and fields first. Once saved, schedule it to send automatically on a daily, weekly, or monthly cycle so you never rebuild it by hand. You can export it as Excel, CSV, or PDF, push it to Google Sheets or Google Drive, or email it on a schedule to yourself, your team, or your marketing agency.
Frequently Asked Questions
What is the difference between UTM Source and Referring Site in this report?
UTM Source is the platform label you added to your own link, such as "google" or a newsletter name. Referring Site is the URL Shopify actually detected the visit coming from. Reading them together shows whether your tagging is accurate.
How is UTM Source different from UTM Medium?
Source is the specific platform a visit came from, like Facebook or Google. Medium is the type of channel, like paid social, email, or CPC. This report groups by source, so use the Sales by UTM Medium report when you want to compare channel types instead.
Why do I see several rows for what looks like the same source?
Because UTM Source is free text, the same platform can be tagged different ways (facebook, FB, facebook.com). Each spelling becomes its own row. Standardizing how you tag links keeps a platform's sales in one place.
Why do some sales show no UTM Source?
Orders arriving through untagged links, direct visits, or bookmarks have no UTM Source to record, so they appear blank. A large blank row means a meaningful share of revenue is untracked and your tagged sources may be undercounted.
Can I schedule or export this report?
Yes. You can export it as Excel, CSV, or PDF, send it to Google Sheets or Google Drive, or schedule it to arrive by email on a daily, weekly, or monthly basis.