UTM tracking for orders

In this article you will learn the most important information about UTM tracking with e-guma.

In this article

What is UTM tracking?

With UTM tracking you can track which shop links the users who ordered a voucher or ticket clicked to get to your online shop. This means you can assess the success of your marketing activities. Did a social media post achieve the desired effect or what is the return on investment for your online marketing campaigns? You can also use UTM tracking for the evaluation and billing of affiliate partnerships.

The UTM parameter indicates that a buyer has clicked on a specific source (e.g. Facebook) or a specific campaign (e.g. an ad). UTM parameters are short text elements that are added to the shop URL. When a customer accesses your online shop via a shop link with UTM parameters, this information is recorded in a cookie. The cookie remains stored on the customer's device for 30 days. During this time, the shop can still access the cookie and use the information stored in it. This means that the shop recognises that the customer got there via this UTM link. Even if the customer only completes their purchase on the second or third visit to the shop, they are still identified thanks to the UTM parameters and the cookie. After 30 days, the cookie is automatically deleted.

Add UTM parameters to shop URL

If you want to use UTM tracking, you need to extend the links to the e-guma voucher or ticket shop that you post on your website, in ads or social media posts with UTM parameters. 

The UTM parameters start with a question mark, so e-guma can see that the actual URL ends here and the tracking code begins. The parameters have no influence on the URL. Multiple UTM parameters can be combined with "&". The following is an example:


The UTM parameters that will be available for tracking orders are:

  • utm_source: This parameter specifies the source, e.g. the website, newsletter or social media platform that the visitor came from.
  • utm_medium: This parameter specifies the medium that generated the order, such as an organic search, paid advertising, e-mail marketing or social media.
  • utm_campaign: This parameter identifies the specific marketing campaign of an order. It may contain the name of a promotion or a product, for example.
  • utm_term: This parameter is often used for paid search ads and identifies the keywords or search terms used.
  • utm_content: This parameter is used to distinguish between different variants of the same link. It can be used, for example, to test different ads or call-to-action buttons in a campaign.
It is not always necessary to set all available UTM parameters. 
You can use web tools to add UTM parameters to your shop links, such as the UTM Builder from buffer.com or the Campaign URL Builder from Google.

Data in the e-guma back office

The UTM tags section appears in the details of a voucher or ticket order in the back office if at least one parameter was registered during the order. 

Ticketing system

The following data is displayed in the details of a ticket order in the ticketing system:

The UTM data is included in the ticket orders exports.

Voucher system

The following data is displayed in the details of a voucher order in the voucher system:

The UTM data is included in the voucher order exports.