UTM tags

The 'UTM tags' feature in Cafe24 Analytics provides key data for comprehensively measuring and analyzing the performance of various ad campaigns based on UTM parameters.
Identify which ads are most effective at driving traffic and increasing revenue to optimize your ad budget and maximize the efficiency of your marketing strategy.

Cafe24 Analytics analyzes UTM parameters found in the URLs through which customers arrive at your store.

Category	UTM type
Analyzing by channel	utm_source analysis
Analyzing by medium	utm_medium analysis
Analyzing by campaign	utm_campaign analysis
Analyzing by content	utm_content analysis
Analyzing by keyword	utm_term analysis

Analyzing by channel

This section provides comprehensive performance analysis to help you determine which ad channels (e.g., Naver, Google) are most effective at driving customer traffic and generating revenue.

It shows the number of visits driven by ads through each channel, along with the resulting purchases and revenue.

Evaluate channel efficiency through purchase conversion rate, revenue per purchase, and revenue per visit, and assess each channel's contribution through revenue share and visit share relative to overall performance.

Metric	Description
Channel	The ad channel through which customers arrived. If the URL through which a customer arrived contains utm_source, it is automatically analyzed.
Revenue	The total payment amount for orders with completed payments from customers who arrived through the corresponding channel. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used. Included in revenue: actual payment amount (product price + shipping fee - discount) + Points used + Credits used Excluded from revenue: refunds, exchanges, and cancellations (since orders that are refunded, canceled, or exchanged are included in revenue based on the payment date, the revenue amount does not change even if a refund, cancellation, or exchange occurs after payment.)
Purchases	The number of orders with completed payments from customers who arrived through the corresponding channel. If multiple products are paid for in a single order, it counts as 1 purchase. Only orders with completed payments are included. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used.
Visits	The number of times customers visited your store through the corresponding channel. Refreshing the page does not increase the visit count. The visit count may not match the click count for ad keywords provided by the ad platform. Data collection standards may differ from those of the ad platform. If a customer navigates to another website or closes the browser while the page is loading, the visit may not be counted.
Purchase conversion rate	The percentage of customers who arrived through the corresponding channel and completed a purchase. Purchase conversion rate = Purchases / Visits
Revenue per purchase	The average revenue per customer who arrived through the corresponding channel and made a purchase. Revenue per purchase = Revenue / Purchases This indicates the purchasing power of actual store visitors. For customers with an account, multiple purchases are counted as a single buyer. For guests, each purchase is counted as a separate buyer.
Revenue per visit	The average revenue per customer who visited through the corresponding channel. Revenue per visit = Revenue / Visits
Revenue share	The percentage of total revenue attributed to the corresponding channel. Revenue share = (Revenue by channel / Total revenue across all channels) x 100
Visit share	The percentage of total visits attributed to the corresponding channel. Visit share = (Visits by channel / Total visits across all channels) x 100

Including referral domains

By using the Include referral domains toggle, you can include visits without UTM parameters in the analysis of major channel performance.

Setting

Description

Toggle ON

When utm_source is not present, visits are included in channel performance based on the referral domain.

The following 8 major channels are analyzed using referral domains:

Facebook, Google, Instagram, Kakao, Naver, TikTok, Twitter/X, YouTube

Toggle OFF

Channels are analyzed using only utm_source values, as before.

Analyzing by medium

This section provides comparative analysis to help you determine which ad mediums (e.g., CPC, banner, email) deliver the highest performance, allowing you to make informed marketing budget allocation decisions.

It shows the number of visits driven by ads through each medium, along with the resulting purchases and revenue.

Evaluate medium efficiency through purchase conversion rate, revenue per purchase, and revenue per visit, and assess each medium's contribution through revenue share and visit share relative to overall performance.

Metric	Description
Medium	The ad medium through which customers arrived. If the URL through which a customer arrived contains utm_medium, it is automatically analyzed.
Revenue	The total payment amount for orders with completed payments from customers who arrived through the corresponding ad medium. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used. Included in revenue: actual payment amount (product price + shipping fee - discount) + Points used + Credits used Excluded from revenue: refunds, exchanges, and cancellations (since orders that are refunded, canceled, or exchanged are included in revenue based on the payment date, the revenue amount does not change even if a refund, cancellation, or exchange occurs after payment.)
Purchases	The number of orders with completed payments from customers who arrived through the corresponding ad medium. If multiple products are paid for in a single order, it counts as 1 purchase. Only orders with completed payments are included. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used.
Visits	The number of times customers visited your store through the corresponding ad medium. Refreshing the page does not increase the visit count. The visit count may not match the click count for ad keywords provided by the ad platform. Data collection standards may differ from those of the ad platform. If a customer navigates to another website or closes the browser while the page is loading, the visit may not be counted.
Purchase conversion rate	The percentage of customers who arrived through the corresponding ad medium and completed a purchase. Purchase conversion rate = Purchases / Visits
Revenue per purchase	The average revenue per customer who arrived through the corresponding ad medium and made a purchase. Revenue per purchase = Revenue / Purchases This indicates the purchasing power of actual store visitors. For customers with an account, multiple purchases are counted as a single buyer. For guests, each purchase is counted as a separate buyer.
Revenue per visit	The average revenue per customer who visited through the corresponding ad medium. Revenue per visit = Revenue / Visits
Revenue share	The percentage of total revenue attributed to the corresponding ad medium. Revenue share = (Revenue by medium / Total revenue across all mediums) x 100
Visit share	The percentage of total visits attributed to the corresponding ad medium. Visit share = (Visits by medium / Total visits across all mediums) x 100

Analyzing by campaign

This section provides detailed performance analysis to help you determine which ad campaigns (e.g., summer sale, new customer events) were most successful.

It shows the number of visits driven by ads through each campaign, along with the resulting purchases and revenue.

Evaluate campaign efficiency through purchase conversion rate, revenue per purchase, and revenue per visit, and assess each campaign's contribution through revenue share and visit share relative to overall performance.

Metric	Description
Campaign	The ad campaign through which customers arrived. If the URL through which a customer arrived contains utm_campaign, it is automatically analyzed.
Revenue	The total payment amount for orders with completed payments from customers who arrived through the corresponding campaign. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used. Included in revenue: actual payment amount (product price + shipping fee - discount) + Points used + Credits used Excluded from revenue: refunds, exchanges, and cancellations (since orders that are refunded, canceled, or exchanged are included in revenue based on the payment date, the revenue amount does not change even if a refund, cancellation, or exchange occurs after payment.)
Purchases	The number of orders with completed payments from customers who arrived through the corresponding campaign. If multiple products are paid for in a single order, it counts as 1 purchase. Only orders with completed payments are included. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used.
Visits	The number of times customers visited your store through the corresponding campaign. Refreshing the page does not increase the visit count. The visit count may not match the click count for ad keywords provided by the ad platform. Data collection standards may differ from those of the ad platform. If a customer navigates to another website or closes the browser while the page is loading, the visit may not be counted.
Purchase conversion rate	The percentage of customers who arrived through the corresponding campaign and completed a purchase. Purchase conversion rate = Purchases / Visits
Revenue per purchase	The average revenue per customer who arrived through the corresponding campaign and made a purchase. Revenue per purchase = Revenue / Purchases This indicates the purchasing power of actual store visitors. For customers with an account, multiple purchases are counted as a single buyer. For guests, each purchase is counted as a separate buyer.
Revenue per visit	The average revenue per customer who visited through the corresponding campaign. Revenue per visit = Revenue / Visits
Revenue share	The percentage of total revenue attributed to the corresponding campaign. Revenue share = (Revenue by campaign / Total revenue across all campaigns) x 100
Visit share	The percentage of total visits attributed to the corresponding campaign. Visit share = (Visits by campaign / Total visits across all campaigns) x 100

Analyzing by content

This section provides comparative analysis to help you determine which specific content items within the same campaign (e.g., different ad creatives or links) received the best response, allowing you to optimize your ad creatives.

It shows the number of visits driven by ads through each content item, along with the resulting purchases and revenue.

Evaluate content efficiency through purchase conversion rate, revenue per purchase, and revenue per visit, and assess each content item's contribution through revenue share and visit share relative to overall performance.

Metric	Description
Content	The ad content through which customers arrived. If the URL through which a customer arrived contains utm_content, it is automatically analyzed.
Revenue	The total payment amount for orders with completed payments from customers who arrived through the corresponding ad content. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used. Included in revenue: actual payment amount (product price + shipping fee - discount) + Points used + Credits used Excluded from revenue: refunds, exchanges, and cancellations (since orders that are refunded, canceled, or exchanged are included in revenue based on the payment date, the revenue amount does not change even if a refund, cancellation, or exchange occurs after payment.)
Purchases	The number of orders with completed payments from customers who arrived through the corresponding ad content. If multiple products are paid for in a single order, it counts as 1 purchase. Only orders with completed payments are included. Displayed based on the payment date, not the order date. For bank transfers and virtual account payments, the date the deposit is confirmed is used.
Visits	The number of times customers visited your store through the corresponding ad content. Refreshing the page does not increase the visit count. The visit count may not match the click count for ad keywords provided by the ad platform. Data collection standards may differ from those of the ad platform. If a customer navigates to another website or closes the browser while the page is loading, the visit may not be counted.
Purchase conversion rate	The percentage of customers who arrived through the corresponding ad content and completed a purchase. Purchase conversion rate = Purchases / Visits
Revenue per purchase	The average revenue per customer who arrived through the corresponding ad content and made a purchase. Revenue per purchase = Revenue / Purchases This indicates the purchasing power of actual store visitors. For customers with an account, multiple purchases are counted a

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