UTM Parameter Passthrough & Attribution

Learn how Jurni handles UTM parameter passthrough and attribution tracking. Capture campaign data accurately to measure marketing performance across channels.

Jurni preserves campaign context so traffic entering a Jurni experience can be connected to downstream behavior and conversion reporting. UTM parameters are one of the main ways that context enters the experience.

Supported campaign parameters

Common parameters used with Jurni include:

• utm_source
• utm_medium
• utm_campaign
• utm_term
• utm_content

Ad-platform click identifiers such as fbclid, gclid, and msclkid can also be important for channel attribution.

Parameter passthrough

When a shopper arrives with campaign parameters, supported Jurni flows preserve the relevant context as the shopper continues through the experience and into downstream commerce.

Passthrough and attribution are related but not identical. A parameter being visible in a URL does not by itself guarantee that every third-party analytics platform will attribute the purchase the same way.

Jurni subdomain to Shopify

A common paid-media flow is:

Ad → Jurni campaign subdomain → Cart / Shopify checkout → Order

Jurni maintains its own attribution context through supported flows. Meta, GA4, and other third-party tools apply their own cookie, session, consent, and cross-domain rules, so their reports can differ from Jurni.

Keep parameters intact

Avoid rewriting campaign parameters unnecessarily in redirects or custom scripts. In particular:

• Do not modify click IDs generated by ad platforms.
• Keep parameter names consistent across ads and landing pages.
• Test redirects to make sure required parameters are not dropped.
• Check the full shopper path, not only the first landing URL.

Using parameters for routing

Some Jurni implementations use URL parameters to deterministically route known campaign traffic to a specific destination or variant. When you use parameter-based routing, define a clear fallback for traffic that does not contain the expected value.

Parameter-based routing works best when the ad platform already controls a stable field such as utm_term or utm_content. Avoid creating several overlapping rules for the same campaign.

Debugging attribution

When campaign data appears to be missing:

1. Open the exact campaign URL and confirm the parameters arrive on the landing page.
2. Follow the full navigation path and check whether a redirect removes them.
3. Confirm consent rules are not preventing the downstream tracking platform from storing identifiers.
4. Compare the same date range and attribution window across tools.
5. Check for duplicate pixels or multiple analytics implementations.

Related guides

• URL and Attribution Parameters
• Attribution Overview
• Smart Links
• Google Analytics and Meta Pixel setup
• Google Tag Manager