UTM Parameter Passthrough & Attribution

Last updated: July 19, 2026

Last updated: July 2026

Overview

Jurni automatically captures UTM parameters from incoming traffic and passes them through to Shopify at the point of purchase. Your existing attribution tools (Triple Whale, Northbeam, GA4, Shopify) receive complete UTM data on Jurni-driven orders with no extra setup required.

How It Works

UTM passthrough is on by default for all funnels. No configuration is needed.

When a visitor lands on a Jurni funnel with UTM parameters in the URL, Jurni stores those parameters in the session. When the visitor completes a purchase, those UTMs are written to the Shopify order at checkout.

UTMs captured and passed through:

  • utm_source

  • utm_medium

  • utm_campaign

  • utm_content

  • utm_term

Smart Link traffic also passes UTMs through to destination funnels.

Verifying UTM Passthrough

To confirm UTMs are working on a live order:

  1. Open Shopify Admin → Orders.

  2. Select a Jurni-attributed order.

  3. Scroll to Additional Details.

  4. UTM parameters should be populated in the attribution fields.

Screenshot placeholder: Shopify order detail page showing UTM parameters in Additional Details.

Troubleshooting Missing UTMs

If UTMs are not appearing on Shopify orders:

  1. Confirm your ad URLs include UTM parameters. UTMs cannot be passed through if they are not present in the original URL.

  2. Verify the Jurni Core Script is installed on your Shopify theme. The core script handles UTM capture. Check Settings → Integrations → Shopify for installation status.

  3. Test with a manual UTM URL by appending ?utm_source=test&utm_medium=test to a funnel URL and completing a test purchase.

Tip: Use a consistent UTM naming convention across all ad platforms. Inconsistent naming makes attribution analysis harder downstream in GA4, Triple Whale, and other tools.

Frequently Asked Questions

Does UTM passthrough work for all traffic sources?

Yes. Any traffic with UTM parameters in the URL, including Meta, Google, TikTok, email, and SMS, will have those UTMs passed through.

Does Jurni overwrite UTMs set by other tools?

Jurni captures the UTMs present on the initial landing URL. If another tool (like Klaviyo) appends its own tracking parameters, Jurni passes through the UTMs and Shopify receives all parameters.

Do UTMs work with headless checkout?

UTM passthrough uses Shopify's native checkout session. If you're using a fully custom headless checkout, contact the Jurni team to confirm compatibility.