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UTM Attribution for WooCommerce

UTM Attribution for WooCommerce

By StandaloneTech
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Description

UTM Attribution for WooCommerce records how each visitor reached your store and credits their WooCommerce orders to that visit, so you can see visits, conversions and revenue per campaign right in your WordPress admin. Everything is stored in two tables in your own database. No external analytics account, tracking script or CDN is involved.

How visits are recorded

  • UTM-tagged links — utm_source, utm_medium, utm_campaign, utm_term and utm_content are saved whenever a visitor lands on a tagged URL.
  • Untagged traffic — Visitors without UTM tags are classified from the referrer: organic (Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex), social (Facebook, X/Twitter, Instagram, LinkedIn, Pinterest, Reddit, Telegram), referral (any other site), or direct.
  • Noise filtered out — Bots, crawlers, uptime monitors, HTTP tools, shop staff, sitemaps, /.well-known/ files, 404 pages, feeds, AJAX and non-GET requests don’t create visits. Repeat requests from the same browser and source without cookies within 30 minutes count once, and reloading the same tagged link within 30 minutes doesn’t count twice.
  • Click deduplication — An optional utm_site_id parameter lets you give each link click a unique ID so it is recorded only once.

How orders are attributed

  • The visit is remembered in a signed, HttpOnly cookie (30 days by default). A new UTM click replaces it, so the most recent campaign gets the credit (last-touch).
  • At checkout — classic or block checkout — the visit is saved on the order. When the order later reaches processing or completed, the conversion is recorded, even if that happens through a payment webhook, an admin action or cron.
  • Refunds and cancellations are kept in sync: revenue is net of refunds, and cancelled, refunded or failed orders drop out of the reports.
  • Optional user stitching can credit logged-in customers’ orders to their most recent visit within the cookie lifetime.

Reports

  • Dashboard — Total visits, conversions, conversion rate and revenue, a visits-and-conversions chart, and a top campaigns table.
  • Date ranges — Today, Last 7 / 30 / 90 days, This Year, or a custom range, all in your site’s timezone. Visits are counted by visit date, and conversions and revenue by order date.
  • Visits and Conversions lists — Paginated tables of every recorded visit and attributed order, with links to the order.
  • CSV export — Visits, conversions and top campaigns, with spreadsheet formula injection blocked.
  • Revenue totals include orders in the store’s currency only.

Privacy

  • IP addresses are never stored. A salted SHA-256 hash is stored instead, or nothing at all if you turn hashing off.
  • Landing URLs keep only the page path and UTM parameters. Other query values, such as order keys or emails, are dropped.
  • Visit data is included in the WordPress Export Personal Data and Erase Personal Data tools.
  • The IP hash, user agent, referrer and user ID are removed from visits older than 365 days. Campaign totals are kept. The retention period is adjustable.

Settings

UTM Attribution Settings lets you turn each traffic filter on or off, add your own user agents, URL paths and internal domains to ignore, and set the attribution window, user stitching, IP hashing and personal data retention.

Developer friendly

Filters for bot and path patterns, excluded users, internal domains, the cookie lifetime, which order statuses count as conversions, the user capability, IP hashing, user stitching, capture skipping and data retention, plus actions when the plugin loads and when a conversion is recorded. Compatible with WooCommerce High-Performance Order Storage (HPOS).

Installation

  1. Upload the utm-attribution-for-woocommerce folder to the /wp-content/plugins/ directory.
  2. Activate the plugin through the Plugins menu in WordPress.
  3. Make sure WooCommerce is installed and active.
  4. Visit UTM Attribution in your WordPress admin menu to view your reports.

FAQ

Does this plugin require WooCommerce?

Yes. Orders are attributed through WooCommerce, and the report screens are hidden while WooCommerce is inactive.

How does the plugin attribute an order to a visit?

The visit ID is stored in a signed, HttpOnly cookie when the visitor lands. At checkout it is also saved on the order. When the order reaches “processing” or “completed”, the plugin links it to that visit, even when the status change comes from a payment gateway webhook or an admin.

Which campaign gets credit if a customer clicks several links?

The most recent one. Each new UTM-tagged click replaces the visit stored in the cookie.

Can I change how long the attribution cookie lasts?

Yes. Use the utm_attribution_cookie_lifetime_days filter:

add_filter( 'utm_attribution_cookie_lifetime_days', function() { return 60; } );

Are IP addresses stored?

No. A SHA-256 hash of the IP, salted with your site’s auth salt, is stored instead. If you don’t need it, turn hashing off and no IP data is stored at all:

add_filter( 'utm_attribution_enable_ip_hashing', '__return_false' );

How long is visitor data kept?

Visits are kept for reporting. Once a visit is 365 days old, its IP hash, user agent, referrer and user ID are removed. Change the period, or return 0 to keep that data:

add_filter( 'utm_attribution_pii_retention_days', function() { return 90; } );

Can I change which order statuses trigger a conversion?

Yes, use the utm_attribution_conversion_order_statuses filter:

add_filter( 'utm_attribution_conversion_order_statuses', function() { return array( 'completed' ); } );

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Contributors & Developers

“UTM Attribution for WooCommerce” is open source software. The following people have contributed to this plugin.

Contributors

Translate “UTM Attribution for WooCommerce” into your language.

Interested in development?

Browse the code, check out the SVN repository, or subscribe to the development log by RSS.

Changelog

1.3.1 (October 2, 2026)

  • New – Settings page under UTM Attribution for traffic filtering, internal domains, attribution window, user stitching, IP hashing and personal data retention.
  • New – Filters utm_attribution_bot_ua_patterns, utm_attribution_noise_path_patterns, utm_attribution_exclude_user and utm_attribution_internal_domains.
  • Tweak – Uptime monitors, more crawlers and HTTP tools, sitemaps, /.well-known/ probes and favicon requests no longer create visits. Existing visits are not changed.
  • Tweak – Visits by logged-in administrators and shop managers are no longer recorded.
  • Tweak – Repeat visits from the same browser and source without cookies within 30 minutes are merged into one.
  • Tweak – Subdomains of the domains you list in Settings count as internal rather than as referrals. Your own site’s host matches exactly, as before.
  • Performance – Added a database index for the repeat-visit check, installed automatically on update.

1.3.0 (October 1, 2026)

  • Security – CSV exports no longer let visitor-supplied UTM values run as spreadsheet formulas.
  • Security – A shared utm_site_id link can no longer be used to take over another visitor’s visit.
  • New – Visit data is included in the WordPress personal data export and erase tools.
  • New – Personal data on visits older than 365 days is removed daily; change this with the utm_attribution_pii_retention_days filter.
  • New – Declared compatible with WooCommerce High-Performance Order Storage (HPOS).
  • New – utm_attribution_skip_capture filter lets developers skip visit capture for specific requests.
  • Fix – Orders paid through webhooks (PayPal, bank transfer and others) or completed by an admin are now attributed to their visit. Past orders are unchanged.
  • Fix – Dashboard counts conversions and revenue by order date, so orders from earlier visits are no longer missing.
  • Fix – Dashboard date ranges and all displayed times now use the site’s timezone.
  • Fix – Refunds and cancellations now reduce conversions and revenue.
  • Fix – Revenue totals only include orders in the store currency.
  • Fix – The utm_attribution_conversion_order_statuses filter now works when added from a theme or a later-loading plugin.
  • Fix – Order links on the Conversions screen open correctly with HPOS enabled.
  • Fix – Visit ID links on the Conversions screen now open that visit.
  • Fix – Search engines and social sites are matched by exact domain, so netflix.com no longer counts as Twitter.
  • Fix – Optional user stitching now only matches visits from before the order, within the cookie lifetime.
  • Tweak – Bots, 404 pages, feeds and background requests no longer create visits.
  • Tweak – Reloading the same tagged link no longer creates a duplicate visit.
  • Tweak – Landing URLs keep only the path and UTM parameters; other query values are no longer stored.
  • Tweak – The dashboard now uses the full available screen width.
  • Tweak – Database tables update automatically after a plugin update.
  • Tweak – Report screens are hidden while WooCommerce is inactive.

1.2.0

  • Feature: Added CSV export for Visits, Conversions, and Top Campaigns data.
  • Improvement: Export buttons on Visits and Conversions list tables.
  • Improvement: Export button on Dashboard Top Campaigns section with date range support.
  • Security: CSV exports are protected by nonce verification and capability checks.

1.1.0

  • Feature: Added Organic and Social media attribution via referrer detection.
  • Feature: Added Direct traffic attribution for visitors without UTMs or referrers.
  • Improvement: Enhanced capture logic to prevent duplicate visits during the same session.

1.0.1

– Fix:- Update chart.js to latest version.

1.0.0

  • Initial release.

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