What it means for a research store
When a visitor lands on a URL such as /products/x?utm_source=newsletter&utm_medium=email&utm_campaign=sept-restock, analytics tools and the store can record the source, medium and campaign for that visit and, if the store captures it, for the resulting order.
Consistency is everything. Pick a naming convention (lowercase, hyphens, fixed values for source and medium) and write it down. “Email”, “email” and “e-mail” become three different sources in a report.
UTMs describe the click, not the whole journey. Customers change devices, clear cookies and return days later, so some orders will have no source. Keep an explicit unknown category rather than assigning those orders to a guess.
How Torva OS handles it
Torva OS captures UTM parameters and ad click identifiers from the landing URL and stores them with the order, so the Desk can report first and last touch per order. See campaign naming for attribution.
Related guides
Updated September 25, 2026. General information for merchants, not legal, tax or financial advice. This glossary does not describe the use of any compound in people.
