Campaigns & tracking

A campaign is a tracking container for one marketing push — a summer sale, a product launch, an influencer collab. It groups everything that drives traffic for that push (tracked links, QR codes, auto-matched ads, attached emails) and reports the sessions, orders, and sales they produced in one place. Campaigns live under Marketing → Campaigns.

A campaign deliberately carries very little of its own:

• A name — internal only; buyers never see it.
• An optional schedule — start now or at a future date and time.
• A tracking code (ID) — the public identifier used as the utm_campaign value on its links, so traffic carrying it is attributed back to the campaign.

Everything else attaches to the campaign. Emails keep their own audience, subject, and send time (edited in the email builder); how the resulting orders get credited is governed by the store-wide attribution engine described in Sales attribution & channels.

Note

There is no audience on a campaign. Audience — all customers, a segment, or a manual list — is chosen per email, whether that email is attached to a campaign or standalone.

Create a campaign

1. Go to Marketing → Campaigns and click New campaign.

2. Name it. Something you’ll recognize in reports — “Summer sale”, “Podcast Q3”. Only you and your staff see this name.

3. Pick the timing. Start now creates the campaign immediately; Schedule for later takes a date and time. The schedule applies to the campaign container only — each attached email keeps its own send time.

4. Create. You land on the campaign’s report page, where the right rail prompts you to add shareable links, auto-match rules, or emails.

You can rename a campaign at any time from the Details card on its report page, and Duplicate one from the campaigns list to reuse its setup.

The report canvas

The campaign page opens on the Report tab. Four headline cards sit above it — Sessions, Total sales, Orders, and AOV — followed by breakdown cards, all fed by the same date range and attribution model.

Two controls at the top of the page drive every number below them:

• Date range — Last 7 days, Last 30 days, Last 90 days, or Since first send (the campaign’s whole history).
• Attribution model — Last non-direct click (default), Last click, First click, Any click, or Linear. A 30-day attribution window applies: clicks older than 30 days before an order get no credit. The models are explained in depth in Sales attribution & channels.

Card	What it shows
Sales & sessions over time	Daily sessions (left axis) and attributed sales (right axis) as two lines.
Email engagement over time	Daily sent, opened, and clicked counts. Only appears once the campaign has emails or sends.
Sessions by channel	Visits per marketing channel, with proportional bars.
Total sales by channel	Attributed revenue per channel.
Sessions by UTM parameters	Visits broken down by a UTM parameter you pick — source, medium, campaign, term, or content.
Total sales by UTM parameters	The same breakdown for attributed sales, with its own parameter picker.
Orders from new vs. returning customers	Orders from first-time buyers vs. customers who ordered before.
Sessions by device	Visits by device type.
Total sales by order	Each attributed order with date, first-order vs. returning, and its attributed sales.
Items sold by product	Net items sold and net sales per product across attributed orders.
Sessions by location	Visits by country and region.

Cards with nothing to show read “No data for this date range” — widen the range or check that your links carry the campaign’s tracking code.

Below the headline cards, the page has five tabs: Report (the canvas and right rail), Emails, Recipients, Attributed orders, and Tracking (the full-width tables for links, rules, and activities).

Metrics glossary

These match the tooltips shown next to each metric in the app:

Metric	Definition
Sessions	Visits to your online store. A session ends after 30 minutes of inactivity, so one shopper can create several sessions.
Total sales	Order revenue attributed to this source, including discounts, shipping, and taxes, minus returns.
Orders	Orders attributed to this source under the selected attribution model.
AOV	Attributed order-time gross merchandise sales less discounts, divided by attributed orders. Shipping, tax, duties, tips, fees, and later reversals are excluded.
Cost	Ad spend you recorded for a channel in the selected date range.
ROAS	Return on ad spend: attributed sales divided by cost.
CPA	Cost per acquisition: cost divided by attributed orders.
CTR	Click-through rate: clicks divided by impressions for the ads you recorded.

The right rail

Next to the report canvas, a slim rail summarizes the campaign’s tracking setup. Each card has a + button that opens the matching create modal.

Details and the campaign ID

The Details card shows the campaign name (editable inline) and its ID — the public tracking code. This code is what the platform sets as utm_campaign on the campaign’s shareable links, so any visit carrying it in a URL is attributed to this campaign. Copy it with the copy button and paste it into ad platforms or hand-built links when you tag traffic yourself.

Shareable links

A shareable link is a tracked URL you can put anywhere — an Instagram bio, a podcast description, packaging, a poster. Each one comes with a short redirect link and a QR code.

1. On the campaign page, click + on the Shareable links card (or Create link on the Tracking tab).

2. Name the link for where you plan to share it — “Instagram bio link”. Only you see the name.

3. Pick the destination: your store’s Home page, or a custom URL — paste the full address of a product, collection, or page.

4. Optionally expand Additional UTM parameters. utm_campaign defaults to this campaign’s ID so traffic is attributed here; utm_source defaults to shareable_link; utm_medium, utm_term, and utm_content are free.

5. Create link. The modal flips to the share view with three things ready to copy or download.

Saving generates:

• Full URL — the destination with the UTM parameters appended.
• Short link — a redirect on your store domain under an /m/ path followed by a short code (for example your-store.com/m/ab12cd34ef56). Opening it redirects the shopper to the full URL, tags on.
• QR code — a downloadable PNG that opens the short link when scanned, so offline scans get credited too.

Every click on the link (or scan of the QR code) creates a touch point tied to this campaign; if that visitor orders within the attribution window, the order shows up in the campaign’s report. The Tracking tab lists each link’s cached sessions and orders. You can edit a link’s name, destination, and UTM values later — the short link keeps working.

Auto-match rules

Auto-match rules claim traffic you didn’t generate through a shareable link — ads tagged in an external platform, a newsletter mention, a referring blog. A rule assigns matching visits to this campaign automatically.

A rule matches on exact equality: fill in any combination of UTM campaign, source, medium, term, content and/or a referrer host (like example.com), and traffic matching every filled-in field is assigned to the campaign. Empty fields are ignored. You can also name the channel the rule represents (“Podcast”, “Instagram”), pick its channel type (paid, organic, social, email, referral, direct, unknown), and restrict the rule to a date window.

Tip

Rules are retroactive. When you create one, matching historical traffic is backfilled into the campaign right away — so you can create the campaign after the ad has already run and still see its full history.

Deleting a rule stops new visits from matching, but keeps the attributions it already made.

Campaign activities

Where auto-match rules work forward from a pattern, campaign activities work backward from what already happened. Click Assign traffic to open a searchable table of observed traffic groups — distinct UTM/referrer combinations the store has actually seen — filter by channel type or UTM medium, select the ones that belong to this push, and assign them. Each selected group becomes an activity, and its sessions and orders join the campaign report.

Deleting an activity stops future visits from being assigned but keeps existing attributions, same as rules.

Ad spend

Sessions and sales come in automatically; what you spent does not. The Ad spend card takes manual entries: a channel name, a date, the amount spent, and optionally the impressions and clicks the ad platform reported.

• Recorded spend fills the Cost, ROAS, and CPA columns in the channel reporting; impressions and clicks fill in CTR.
• Use the same channel name that appears in the report so the cost lines up with that channel’s sales — the form suggests names already in the report.
• Saving the same channel and day again replaces that entry, so you can correct figures without duplicates.

Emails on a campaign

The Emails tab lists every email attached to the campaign. Add email collects a name and an audience (all customers, a segment, or a manual list, with a live reach preview), then routes you into the full-screen email builder where the subject, preview text, and body are edited. Each email on a campaign has its own audience, its own send-now/schedule action, its own test send, and its own metrics row — the campaign just groups them and rolls their engagement into the report canvas.

Emails don’t require a campaign at all. Ones created under Marketing → Emails send standalone; attach an email to a campaign when you want its opens, clicks, and orders reported alongside the campaign’s links and ads. See Marketing & automation for the builder, sender setup, and consent rules that apply to every send.

Campaign lifecycle

Status	Meaning
Draft	Created, nothing scheduled or sent yet.
Scheduled	Waiting for its scheduled start.
Sending	An attached email is currently going out.
Sent	Its sends finished.
Active	Running as a tracking container (links and rules collecting traffic).
Paused	Suspended; scheduled or in-flight work is on hold.
Canceled	Stopped for good; pending sends were dropped.
Archived	Hidden from the active list; find it with the Archived status filter.
Failed	A send failed; check the email’s row on the Emails tab.

Which actions are available depends on status:

• Pause — while scheduled or sending. Resume — while paused.
• Cancel — any status except sent, archived, or canceled. Canceling stops pending sends and can’t be undone.
• Archive — from draft, sent, canceled, failed, or active. Archiving just removes the campaign from the active list; its data stays.
• Delete — only while nothing has sent or is sending. Once a campaign is sending, paused mid-send, or sent, delete is disabled — cancel or archive instead. Deleting permanently removes the campaign and its tracking history, and can’t be undone.

Caution

Prefer Archive over Delete for anything that ever collected traffic. Deleting erases the campaign’s attribution history from your reports; archiving keeps every number and just tidies the list.