Measure sales performance by first visit UTMs

Measure sales performance by first visit UTMs

Hop Designer

Mayank Verma


Marketing, Revenue

This report provides information on orders that are attributed to the UTM of a customer's first visit to your store. Airboxr achieves this by attributing orders to the first-visit session ie. the customer's first session going into the shop. Therefore, a 7-day Sales Performance by First Visit report will only use 7-day order data, utilize all-time first-visit session data, and attribute each order to the UTMs accordingly.

By using this model, you can identify campaigns that lead to top-of-funnel conversions. The downside is that high-value bottom-of-the-funnel activities, like remarketing, may be missed.


How to use this Hop.

Simply create an Airboxr account and connect your Shopify store to automatically run this export/analysis for your store. If you already have an account, click on the Add to my Collection button above.

  1. Identifying Top-of-Funnel Campaign Effectiveness: By attributing orders to the customer's first visit session, stores can understand which marketing initiatives, such as social media ads, email newsletters, or influencer partnerships, successfully attract potential customers to the website. Additionally, by comparing the performance of campaigns based on their first-visit and last-visit checkout performance using the Sales Performance by Last-Visit UTM, you can identify campaigns that are more efficient in generating conversions.

  2. Customer Segmentation and Personalization: Analyzing first-visit orders with UTM parameters helps businesses segment customers effectively. Knowing which campaigns resonate with specific customer segments allows for personalized marketing. Tailoring messages and offers to match audience preferences and behaviors is made possible by using our Order Export Hop, which provides a list of order details (also contains customer details) with their associated campaign.

  3. Optimizing Marketing Channels: By grouping the sales performance data based on UTM parameters, businesses can discern which specific channels, such as social media, email marketing, or paid advertising, drive the most first-time orders. This information is instrumental in optimizing marketing channel strategies. For instance, if Google campaigns consistently lead to first-time conversions, businesses can prioritize and invest more in this channel to ensure a higher return on investment (ROI). You can get this report using our Monthly ROAS report or Sales by Channel Reported Attribution over Time.

In This Report


  • Total Orders

  • Cancelled Orders

  • Total Sales

  • Total Cancelled

Grouped By

  • Source

  • Medium

  • Campaign

  • Content

  • Term

Try this report for your own store.

Connect your Shopify store and automate this report. You will never have to manually work with data again.