Tracking & UTM Parameters

How tracking works

Look at Revenue tracks where visitors come from and connects that information with leads, orders, and revenue.

When someone lands on your website, the plugin checks the URL, referrer, landing page, and campaign parameters. This information is then stored and used later when the visitor converts.

What data is tracked

Look at Revenue can track:

UTM source
UTM medium
UTM campaign
UTM content
UTM term
referrer URL
landing page
first visit date
conversion page
form submission source
WooCommerce order source

This gives you a clearer picture of the full customer journey.

What are UTM parameters?

UTM parameters are small pieces of text added to the end of a URL. They help identify the source of a visitor.

Example:

https://yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale

In this example:

utm_source=google means the visitor came from Google
utm_medium=cpc means the traffic came from paid search
utm_campaign=spring_sale means the campaign name is Spring Sale

Supported UTM parameters

Look at Revenue supports the most common UTM parameters:

Parameter	Description	Example
`utm_source`	Traffic source	`facebook`, `google`, `newsletter`
`utm_medium`	Marketing medium	`paid`, `cpc`, `email`, `social`
`utm_campaign`	Campaign name	`black_friday`, `launch_offer`
`utm_content`	Ad or link variation	`video_ad`, `button_cta`
`utm_term`	Keyword or audience term	`running_shoes`, `retargeting`

Recommended naming rules

For clean reports, use consistent naming in your UTM links.

Recommended format:

utm_source=facebook
utm_medium=paid_social
utm_campaign=summer_sale

Avoid mixing different names for the same source.

For example, don’t use all of these at the same time:

facebook
Facebook
fb
meta
Meta Ads

Instead, choose one naming style and keep it consistent.

Good UTM examples

Facebook ad

https://yourwebsite.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=winter_sale

Google search ad

https://yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand_search

Email newsletter

https://yourwebsite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=monthly_promo

Influencer campaign

https://yourwebsite.com/?utm_source=influencer_name&utm_medium=partner&utm_campaign=product_launch

How long is attribution data stored

When a visitor lands on your website, Look at Revenue stores their attribution data for later use.

If the visitor comes back and completes an action, such as submitting a form or placing an order, the plugin can connect that conversion to the original source.

The exact attribution behavior may depend on your plugin settings and tracking configuration.

Testing UTM tracking

To test whether UTM tracking works:

Open an incognito/private browser window.
Visit your website with test UTM parameters:

https://yourwebsite.com/?utm_source=test&utm_medium=test&utm_campaign=utm_check

Submit a form or place a test order.
Open the Look at Revenue dashboard.
Check if the test source appears in your reports.

Common tracking issues

UTM data is missing

Check that the visitor landed on the website with UTM parameters in the URL.

Campaign names look messy

Use consistent lowercase naming and avoid random campaign names.

Paid ads are grouped incorrectly

Make sure every ad platform uses the same UTM structure.

Referrer is tracked instead of UTM

If UTM parameters are missing, the plugin may use the referrer as the source.