UTMs (Urchin Tracking Modules) are URL parameters commonly used in marketing to track website traffic.

UTM parameters aren't created or managed directly on the VTEX platform. They need to be added manually to the URLs of marketing campaigns. You should use external tools, like Google Analytics, to analyze the traffic data obtained from parameters.

For example, when you click on a Facebook ad, you'll be directed to a URL containing the parameter utm_source=fb.

You can also link specific promotions to certain UTM values, and whenever a customer comes to the website using a URL that has UTM parameters configured, a promotion can be applied to their purchase and the marketplace can identify it.

You can use three types of UTM for traffic tracking:

• utm_source: Identifies the traffic source, such as a website, advertiser, or publication.
• utm_medium: Specifies the advertising medium, such as banner, CPC (cost per click), or newsletter.
• utm_campaign: Defines the campaign name, indicating the marketing context, such as Christmas, release, or promotion.

On the Order Management page, only the utm_source parameter is available for filtering.

Don't use special characters in UTM values (example:utm_source=#fb). Only alphanumeric characters, hyphens, and underscores are supported.

For more information about issues related to applying UTMs to carts, see Why are the UTMs not being applied to the cart?.

• What are the internal UTMs utmi_cp, utmi_pc and utmi_p