# UTM parameters in links

- URL: https://help.foxdeli.com/en/article/utm-parameters-in-links
- Updated: 2026-05-13
- Topics: [Getting started with Foxdeli](https://help.foxdeli.com/en/topic/getting-started), [E-mails and SMS](https://help.foxdeli.com/en/topic/emails-and-sms), [Track & Trace page](https://help.foxdeli.com/en/topic/track-and-trace-page)

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`).

### Conversion analysis of banner campaigns

By combining `utm_campaign` and `foxdeli_campaign_id`, you can measure the performance of individual advertising campaigns — how many clicks and conversions a particular banner brought in an e-mail or on the tracking page.

### 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
```