UTM tags: What you need to know

Track traffic and revenue from your back-in-stock emails with UTM tags

What are UTM tags?

UTM (Urchin Tracking Module) tags are small pieces of text added to the end of a URL. They allow analytics tools to identify:

• Where the traffic comes from

• Which channel sent the visitor

• Which campaign generated the click

When a customer clicks a link in your back-in-stock email, UTM tags pass tracking data to your analytics platform.

Here is what a UTM link looks like:

https://yourstore.com/products/example-product?utm_source=xflow&utm_medium=email&utm_campaign=back-in-stock

Structure breakdown:

• Base URL: https://yourstore.com/products/example-product

• UTM Parameters: ?utm_source=xflow&utm_medium=email&utm_campaign=back-in-stock

Each parameter is separated by &, and they help track where the traffic comes from and which campaign generated the click.

After enabling UTM Tags in XFlow, you can view performance data inside your Analytics Platform (such as Google Analytics).

UTM tags included in XFlow

utm_source: Identifies where the traffic comes from

⭐ Example:

utm_source = XFlow

This tells analytics that the visit originated from XFlow app.

utm_medium: Defines the marketing channel

⭐ Example:

utm_medium = email

This helps you group all email traffic together in analytics reports.

utm_campaign: Tracks the specific campaign or automation

In XFlow, this is a dynamic variable. You can choose:

• Email name

• Email name + campaign name

This allows you to distinguish performance between different back-in-stock emails or campaigns.

How to use UTM tags in XFlow

🌟 Steps:

1. Go to XFlow → Email templates

2. Navigate Email settings → UTM tracking

• Set your preferred values for:

  • utm_source

  • utm_medium

  • utm_campaign (dynamic variable)

1. Click Save

Common use cases

Merchants use UTM tracking in back-in-stock emails to:

• Measure revenue generated from restock notifications

• Compare the performance between different products

• Track which campaigns drive the most conversions

• Analyze email performance inside Google Analytics

• Separate XFlow traffic from other marketing channels

Best practices

• Keep naming consistent across campaigns

• Use lowercase for clean reporting

• Avoid spaces (use hyphens instead)

• Do not manually edit UTM parameters in individual links

• Regularly check analytics to measure restock email performance

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