UTM parameters in links

Last updated:13 May 2026

Foxdeli automatically adds UTM parameters and its own analytics parameters to all links that lead from delivery e-mails and the tracking page to your e-shop or other external websites. This lets you see exactly in Google Analytics, Matomo or any other analytics tool where a visitor came from, which e-mail or page element they clicked, and what status their order was in.

How it works

When a customer clicks a link in a delivery e-mail or on the tracking page, Foxdeli redirects them to the target URL and automatically appends a set of query parameters to it.

Important: If the target URL already contains any utm_* parameter, Foxdeli adds no UTM parameters at all — your own campaign tagging always takes precedence. Foxdeli-specific parameters (prefixed with foxdeli_) are always added.

Parameter overview

Standard UTM parameters

Parameter	Description
`utm_source`	Identifies the source of the visit — where the link comes from
`utm_medium`	Channel type (e-mail, referral…)
`utm_content`	The specific element the customer clicked
`utm_campaign`	Name of the advertising campaign (banners only)

Foxdeli does not use the utm_term parameter.

Foxdeli analytics parameters

Parameter	Description
`foxdeli_campaign_id`	UUID of the advertising campaign (banners only)
`foxdeli_email_created_date`	Date the e-mail was sent (e-mails only)
`foxdeli_email_trigger`	The event that triggered the e-mail (e-mails only)
`foxdeli_order_state`	Order status at the time of the click (tracking page only)
`foxdeli_parcel_state`	Shipment status at the time of the click (tracking page only)

Values by source

Delivery e-mails

Links in the e-mails that Foxdeli sends on behalf of your e-shop contain these parameters:

Parameter	Value	Note
`utm_source`	`foxdeli_email`	Always the same value
`utm_medium`	`email`	Always the same value
`utm_content`	See the table below	Depends on the type of element clicked
`utm_campaign`	Campaign name	Advertising banners only, if a campaign is set
`foxdeli_campaign_id`	Campaign UUID	Advertising banners only
`foxdeli_email_created_date`	Date in `YYYY-MM-DD` format	E.g. `2025-03-21`
`foxdeli_email_trigger`	See the table below	The event that triggered the e-mail

Example of a resulting URL from an e-mail:

https://www.vas-eshop.cz/produkty?utm_source=foxdeli_email&utm_medium=email&utm_content=order_product&foxdeli_email_created_date=2025-03-21&foxdeli_email_trigger=in_transit

Tracking page

Links on the order tracking page contain these parameters:

Parameter	Value	Note
`utm_source`	`foxdeli_tracking`	Always the same value
`utm_medium`	`referral`	Always the same value
`utm_content`	See the table below	Depends on the type of element clicked
`utm_campaign`	Campaign name	Advertising banners only, if a campaign is set
`foxdeli_campaign_id`	Campaign UUID	Advertising banners only
`foxdeli_order_state`	See the table below	Order status at the time of the click
`foxdeli_parcel_state`	See the table below	Shipment status at the time of the click (if there is one)

Example of a resulting URL from the tracking page:

https://www.vas-eshop.cz/?utm_source=foxdeli_tracking&utm_medium=referral&utm_content=back_to_store&foxdeli_order_state=in_transit&foxdeli_parcel_state=handed_to_carrier

utm_content values

The utm_content parameter identifies which element the customer clicked. Values are always lowercase.

Value	Description	E-mail	Tracking page
`advertisement_banner`	Advertising banner	✅	✅
`back_to_store`	Link back to the e-shop (logo, footer, order links)	✅	✅
`claims`	Link to the complaints policy	✅	✅
`gdpr`	Link to the privacy policy	✅	✅
`order_detail`	Link to the order details on the e-shop	✅	—
`order_product`	Link to a product from the order	✅	✅
`other`	Other links (carrier tracking, map…)	✅	✅
`payment_link`	Online payment link	✅	—
`recommended_product`	Recommended product	✅	✅
`socials`	Social media links (Facebook, Instagram, LinkedIn…)	✅	✅
`terms_and_conditions`	Link to the terms and conditions	✅	✅
`tracking_page`	Link to the order tracking page	✅	—

foxdeli_email_trigger values

The foxdeli_email_trigger parameter tells you which event in the delivery process triggered the e-mail. These are the same statuses you see in Workflow in the Foxdeli app. Values are always lowercase.

Value	Name in Foxdeli
`order_accepted`	Order accepted
`available_from_manufacturer`	Ordered from the supplier
`manufacturing`	Manufacturing
`estimated_delivery_date`	Estimated delivery
`estimated_delivery_date_delay`	Estimated delivery - delayed
`picking`	Packing
`ready_to_send`	Ready to send
`handed_to_carrier`	Handed to carrier
`in_transit`	In transit
`order_destination_changed`	Delivery address changed
`delivery_today`	Delivery today
`time_reasons`	Delayed due to carrier time constraints
`ready_to_pickup`	Ready to pickup
`not_picked_up_1day`	Not picked up 1 day
`not_picked_up_2days`	Not picked up 2 days
`not_picked_up_3days`	Not picked up 3 days
`not_picked_up_4days`	Not picked up 4 days
`not_picked_up_5days`	Not picked up 5 days
`last_pickup_day`	Last pickup day
`delivered`	Delivered
`rating`	Rating
`returning`	Returning
`returned`	Returned
`cancelled`	Cancelled
`order_unpaid`	Order has not been paid
`order_waiting_for_payment_30min`	Order is waiting for payment – 30 minutes
`order_waiting_for_payment_1day`	Order is waiting for payment – 1 day
`order_waiting_for_payment_2days`	Order is waiting for payment – 2 days
`order_waiting_for_payment_3days`	Order is waiting for payment – 3 days
`order_waiting_for_payment_4days`	Order is waiting for payment – 4 days
`order_waiting_for_payment_5days`	Order is waiting for payment – 5 days
`order_waiting_for_payment`	Order is waiting for payment
`order_paid`	Order has been paid
`order_content_changed`	Order changed

foxdeli_order_state values

The order status at the moment the customer clicked a link on the tracking page. These are the same statuses you see in the “Orders” section of the Foxdeli app. Values are always lowercase.

Value	Name in Foxdeli
`created`	Created
`picking`	Packing
`in_transit`	In transit
`partially_delivered`	Partially delivered
`delivered`	Delivered
`undelivered`	Undelivered
`cancelled`	Cancelled
`returned`	Returned

foxdeli_parcel_state values

The shipment status at the moment the customer clicked a link on the tracking page. The parameter is only present if the order contains a shipment. These are the same shipment statuses you see in the order details in the Foxdeli app. Values are always lowercase.

Value	Name in Foxdeli
`created`	Created
`eshop_processing`	Being processed
`manufacturing`	Manufacturing
`available_from_manufacturer`	Available from manufacturer
`picking`	Being packed
`ready_to_send`	Ready to send
`handed_to_carrier`	Handed over to carrier
`in_transit`	In transit
`stored_for_pickup`	Ready for pickup
`delivered`	Delivered
`returned`	Returned
`lost`	Lost
`cancelled`	Cancelled
`expired`	Expired

The utm_campaign parameter

The utm_campaign parameter is added only to advertising banner links, and only if the campaign has a name. The value is adjusted automatically:

Diacritics are removed (ř → r, ž → z, á → a…)
Spaces are replaced with underscores (_)
Everything is converted to lowercase

Examples:

Campaign name	Resulting utm_campaign value
Café Week 2025	`cafe_week_2025`
Black Friday deals	`black_friday_deals`
Free shipping	`free_shipping`

Tips for working with the parameters in analytics

Segmenting by source

Use utm_source to tell visits from Foxdeli e-mails (foxdeli_email) and from the tracking page (foxdeli_tracking) apart from other sources.

Analyzing clicked elements

The utm_content parameter shows you which elements customers use most — whether they come back via the e-shop logo (back_to_store), click recommended products (recommended_product) or the advertising banner (advertisement_banner).

Behavior by order status

The foxdeli_order_state and foxdeli_parcel_state parameters (from the tracking page) and foxdeli_email_trigger (from e-mails) let you analyze at which stage of delivery customers interact with links most often — e.g. whether they click recommended products more while the shipment is on its way or after it has been delivered.

Example filter in Google Analytics

To see all traffic from Foxdeli, create a segment with the condition:

utm_source contains "foxdeli"

To tell e-mails and the tracking page apart:

utm_source = foxdeli_email → visits from delivery e-mails utm_source = foxdeli_tracking → visits from the tracking page

Still have questions?