UTM attribution in Shopify checkout process

Shopify Discussion

Topic summary

A Shopify store is experiencing UTM tracking discrepancies in the checkout process. The issue occurs when users enter checkout directly with UTM parameters appended to the URL.

The Problem:

  • Session reports correctly capture UTM parameters and show conversions
  • Order/sales reports display these same orders with “UTM NA” (not attributed)
  • Setup involves product pages hosted on a third-party platform, while homepage and checkout are on Shopify

Current Status:

  • Shopify Plus support has been contacted but provided no useful solution
  • Screenshots show the discrepancy between session tracking and order reporting
  • A second user confirms this is an ongoing issue, noting the original post is two years old and the problem persists with direct checkout links losing UTM attribution in conversions

Resolution: Unresolved. The discussion seeks technical explanations and workarounds for this persistent UTM tracking limitation when bypassing product pages.

Summarized with AI on November 2. AI used: claude-sonnet-4-5-20250929.
1

I’m debugging UTM tracking issue for Shopify store, I directly enter checkout by appending UTMs to the link( on new browser) and then make test purchase, here when I check session report it shows session converted with correct UTMs but when I check order/sales report there, I don’t see those test orders reported to the correct UTM and it shows UTM NA

Here I’m entering directly on checkout because product pages are on 3rd party platform but home page and checkout pages are on Shopify.

What could be the reason? I’ve reached out to Shopify plus support but didn’t get sensible reply from them.

Please let me know if you need more information on this set up to help me. thank you.

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2

A solution? The post is two years old, and I’m facing the same issue: on a link pointing directly to the checkout, it’s impossible to have the UTMs in the conversion.

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