How to Use UTM Codes to Improve Shopping Campaigns

Knowing the campaign performance for each individual product will help you to improve your overall campaign ROI. DataFeedWatch-Analytics is your best option, because it does not only show you clicks & revenue for each product, but it also enables you to remove unprofitable products with a single click.


And is it FREE. $0. Gratis. If you would (also) like to add UTM codes yourself and review the product performance in Google Analytics, this is how you can do that in DataFeedWatch.


How to Add UTM Codes to Product URLs


Add tracking code to each CSE-feed


If you add UTM codes to your product URLs, for each channel, each product type and each product, you can segment data any way you want, in Analytics.




You are selling cameras on various Comparison Shopping Channels (on Google Shopping in this example), as part of your US PPC-campaigns.


Product URL
Source Google Shopping (or any other CSE)
Medium (= Channel) CSE
Term (= ID) 378
Content = (Product type) Cameras


So this is what you want your Product URL to look like:



Obviously it is different for each product. So how do you build that for thousands of products in just 1 minute?


Combine UTM Tracking Code in DataFeedWatch


Our shopping feed software enables you to add UTM codes (text and dynamic codes) to your product URL, so you can segment by product or by product type in Google Analytics.

You may want to replace "ID" with "Name", so that you'll see the product names in Analytics, rather than a long list of numerical product IDs.




How it is different for Google Shopping


There are 2 ways to achieve the same thing for Google Shopping:


1. Override Auto-tagging


Autotagging by AdWords overrides the UTM-tags that you may add manually. In other words: adding those UTM-tags manually is useless, as long as autotagging is active.


So if you want your manual UTM-tags to prevail, you need to tell Google Analytics to override Autotagging:


Overwrite Autotagging in Google Analytics


The disadvantage is that other AdWords data will not be visible in Google Analytics, but you DO get the performance data gathered by your own UTM-tags.


2. Set a Product target for every product


AdWords shows performance data for every product target. So setting a Product target for every product is another way to get performance data on product level.


The advantage is that you do not have to override autotagging. The disadvantage may be that you have a lot of product targets to manage, but if you put those product targets in a limited number of adgroups (example: 1 ad group per product type) it is still manageable.


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Written by Jacques van der Wilt

Founder & CEO at DataFeedWatch

Jacques is a shopping feeds industry leader, start-up mentor, and entrepreneur. He's the founder and CEO of DataFeedWatch (acquired by in 2022): a leading global feed management and optimization company that helps online merchants optimize their product listings on more than 2000 shopping channels in over 60 countries. Before founding DataFeedWatch, Jacques held leadership positions in the US and Europe. He is also a seasoned guest speaker at industry events and a mentor at Startup Bootcamp.


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