UTM Campaign Explorer

UTM Campaign Explorer shows sessions, bounce, conversions and revenue for each combination of UTM source, medium and campaign on a visit’s first page, so you can compare individual tagged campaigns.

How It’s Calculated

Each row is one combination of Source, Medium and Campaign, read from the link of the session’s first page view inside the date range. The table lists every combination, with the most sessions first. The columns are:

• Source, Medium and Campaign: the utm_source, utm_medium and utm_campaign values. A missing value shows as (none).
• Sessions: visits that started with that combination.
• Visitors: the number of different browsers.
• Conversions: the number of sessions that ended in a purchase.
• Conversion Rate: Conversions divided by Sessions.
• Bounce Rate: the share of sessions with only 1 event recorded.
• Revenue: the value of those purchases. It is the total of the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. Where das Pixel couldn’t match an order, it uses the value it saw at checkout.
• Order Linked: the share of conversions that matched a Shopify order.

The values are shown as they were typed. Facebook and facebook are 2 rows, and so are 2 spellings of a campaign name.

When a link has an ad click ID but no UTM tags, das Pixel fills in the source and medium itself. The campaign stays (none). The values are:

• Google Ads: google and cpc.
• Microsoft Ads: bing and cpc.
• Meta Ads: facebook and paid_social.
• TikTok Ads: tiktok and paid_social.
• Reddit Ads: reddit and paid_social.

Summary Cards

The cards above the table are Sessions, Conversions, Conversion Rate, Revenue and Order Match Rate. They add up every row.

With Compare on, the first four show their change. Order Match Rate is the match rate across all rows, weighted by conversions.

What Counts

• UTM tags are read only for visitors who allowed marketing, while Track Marketing is on, and only when the link carries them. Every other session lands in the (none) row.
• Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
• Only events inside the date range count, in your store’s time zone.
• Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.

A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days. This report has no Segment, Sales Channel or Filters control.

What Good Looks Like

There’s no target. A tagged campaign is only as good as its tags: a link with no tags is invisible here. Compare campaigns by Conversion Rate and Revenue per session, not by Sessions alone.

What to Do About It

• A large (none) row: add UTM tags to your ads, emails and posts. How to Tag Your Ads with UTM Parameters lists the values to use.
• The same campaign in 2 rows: use one spelling and lowercase in every link.
• A campaign with many sessions and a high Bounce Rate: check the page its link lands on in Entry Pages.

For a rollup by channel, use Sessions by Source & Channel.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• UTM Campaign Explorer: open Reports and look under Web Analytics.