What are UTM parameters?
UTM parameters are GET parameters (variables) that you can use as a vendor or affiliate to track your advertising campaigns. This means you can measure the success of your campaigns and optimize them in a targeted manner.
Digistore24 supports the following five main UTM parameters:
| Parameter | Explanation |
|---|---|
| utm_source | Source of traffic |
| utm_medium | Type of traffic (e.g., paid_agency or free_affiliate) |
| utm_campaign | Campaign name for unique identification |
| utm_term | For paid advertising: tracking paid keywords, such as “social_media” |
| utm_content | Special tracking within a campaign, e.g., banner or popup |
How do I use UTM parameters?
You can attach UTM parameters either:
- to your promo link:
https://www.checkout-ds24.com/redir/PRODUCT-ID/AFFILIATE/ - to your order form URL:
https://www.checkout-ds24.com/product/PRODUCT-ID/ - or to your sales page URL:
https://www.examplesalespage/
(only if a Digistore24 promocode is embedded on your sales page)
In addition to your parameter, add a "=" with the corresponding information to the parameter, e.g., utm_source=facebook. Find examples below.
IMPORTANT: If you do not add "=" with corresponding information, you will not be able to filter for your parameter in Digistore24 Analytics.
| Parameter in use | Link example | Explanation |
|---|---|---|
| ?utm_source= | Promo link: https://www.checkout-ds24.com/redir/PRODUCT-ID/AFFILIATE/?utm_source=facebook | Source of traffic is Facebook |
| ?utm_medium= | Order form URL: https://www.checkout-ds24.com/redir/PRODUCT-ID/AFFILIATE/?utm_medium=agency | Type of traffic is from an agency |
| ?utm_campaign= | Sales page URL: (only when a Digistore24 promocode is embedded) https://www.examplesalespage/?utm_campaign=testcampaign | The campaign name is testcampaign |
| ?utm_term= | Promo link: https://www.checkout-ds24.com/redir/PRODUCT-ID/AFFILIATE/?utm_term=social_media | For paid advertising: tracking paid keywords like social_media |
| ?utm_content= | Order form URL: https://www.checkout-ds24.com/redir/PRODUCT-ID/AFFILIATE/?utm_content=banner | Special type of tracking in a campaign, e.g., banner or popup |
Tip
Use a ? to attach the first parameter and an & to separate multiple parameters.
Note
The WordPress plugin supports UTM parameters, but not the email parameter.
Where do I find the tracking results?
You can find the KPIs or results of your UTM tracking in our Digistore24 Analytics. Proceed as follows:
- Open Reports > Analytics.
- Scroll down to the Filter section on the left-hand side of your screen.
- Select the parameter group you want to filter for. In this example, parameter utm_source.
- In the second step, enter the exact parameter whose KPIs you want to view and start the search.
Send UTM parameters to external tools
You can do more with UTM parameters than analyze them in Digistore24 Analytics. Digistore24 also sends them to your external tools via webhook, Zapier, and S2S postback – for example, to your CRM or to automation tools like Make.
A webhook is an automatic message. Digistore24 sends it to a URL you define whenever an order is placed. Zapier is a service that connects Digistore24 with other apps.
Where to find the setting
- Go to Settings → Integrations (IPN).
- Open your webhook connection. Or click Add connection and select Webhook.
- Scroll to the GET parameter names section. Under Tracking, you find the five UTM fields.
In these fields, you define the name under which each value is sent to your tool. The defaults are: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
If you use the Zapier connection, the UTM fields are automatically available as data fields in Zapier.
Which UTM values are sent?
- If the checkout URL contains UTM parameters, Digistore24 sends exactly these values. A link that sets only some of the five parameters leaves the rest empty.
- If you configured fixed tracking values on your buy link, Digistore24 uses these whenever the checkout URL itself has no UTM parameters.
- Otherwise, Digistore24 falls back to the buyer's last tracked click on your product – but only if that click is less than 24 hours old. Older clicks are never used.
This fallback value is stored on our servers, not in the buyer's browser. Clearing the browser cache does not reset it.
Note
Do you use the Digistore24 promo pixel on your sales page? It remembers UTM values from earlier visits and adds them to your buy links automatically. In that case, the checkout URL does contain UTM parameters – and these are sent like any other UTM link.
Why are the UTM fields empty for some payments?
- The order was placed via a link without UTM parameters, and the buyer's last tracked click is older than 24 hours (or there is none). This is typical for direct visits.
- The upgrade was charged to the buyer's stored payment method: there is no new checkout URL, so the fields stay empty. Does the buyer start the upgrade from a link with UTM parameters instead? Then these are sent.
Empty fields are not an error in these cases.
Follow-up payments, refunds and upsells
- Rebills and installments: These are payments on the same order. They carry the UTM values captured at the original purchase.
- Digistore24 does not send follow-up payments via webhook or Zapier by default. Turn on Perform also for follow-up payments in your connection settings to receive them.
- Refunds, chargebacks, and subscription cancellations: These also trigger the webhook and carry the original order's UTM values.
- One-click upsells: These always inherit the UTM values of the main order.
Testing tip
Use a test link that sets all five UTM parameters – these always take priority, in any browser. To test the fallback behavior (a link without UTM parameters), use a different device or network, or wait 24 hours. An incognito window is not enough: Digistore24 recognizes your device on the server side, so it can still pick up an earlier test's values.