Using UTM Reports in Shopify (Step by Step Tutorial)

Using Shopify? Capitalize On UTM Reports

Shopify reports can be invaluable for gaining insights on user behavior, sales data and the effectiveness of marketing channels.

The Pilothouse Meta team uses Shopify UTM reports to analyze data on Meta campaigns using reports to review same-day data and longer-term trends.

The team recommends using this type of report alongside platform data, GA4, and any other third-party reporting platforms you may be using.

Here’s an example of a report: 

Here’s how to make a report in your account:

1️⃣ Under Analytics on the left-hand menu, navigate to the Reports tab.

2️⃣ On the top right, click on “Create custom report.”

3️⃣ Choose Sessions Over Time and give your report a unique name so it’s easy to find at a later date.



4️⃣ A report similar to the one below will pop open. Click on the filter icon under the graph to apply source / medium filters.

5️⃣ A window similar to the one below will open. Click the filter drop-downs and search for UTM campaign source and UTM campaign medium. Match the source / medium filters to what you’re using in your account and click “Apply filters.” Here the Pilothouse Meta team is using Facebook / Paid.

6️⃣ From here, you can customize metrics by clicking the columns icon on the right. 

  • Scroll through and check off what you’d like to measure. The Pilothouse Meta team typically looks at average session duration, bounce rate, add-to-carts, checkouts reached, sessions converted, and conversion rate. 
  • Search “UTM campaign name” and check this off as well to give a breakdown of campaigns.

7️⃣ You’ll end up with a report like the one below. To get a cleaner view of the data, change the time breakdown at the top of the screen to “None”. You can also play around with date ranges and comparisons to view data over different time periods.

Try this in your account to analyze campaign data in Shopify and bring this into your optimization strategy.