For each order, UTM Tracking can store the following fields for both First Touch and Last Touch. If a field is empty it simply means that value was not present in the visitor’s link or session.
Campaign fields
- Source – where the traffic came from (e.g. google, facebook, newsletter).
- Medium – the marketing channel (e.g. cpc, email, social, organic, referral).
- Campaign – the specific campaign name you set (e.g. summer-sale).
- UTM Content – distinguishes similar links or ads (e.g. logolink vs textlink).
- UTM Term – the keyword, often the search term for organic traffic.
Context fields
- Full Landing URL – the complete address the visitor first opened, including all parameters.
- Landing Page – the page path they arrived on.
- Visit Date – when the visit happened (used to calculate conversion lag).
- Device Type – desktop, mobile, or tablet.
- Browser – the visitor’s browser (Chrome, Firefox, Safari, and so on).
- Google Analytics Client ID – links the order to the visitor’s GA session when GA is installed.
Click identifiers
When present, the paid-click identifiers gclid, fbclid, and msclkid are stored as well, so you can match orders back to specific ad clicks in Google, Facebook, or Microsoft Advertising.
All of these fields appear in the Order Source box on the order screen. See The Order Source Box & Orders Column.