Most ad reporting tells you which campaigns drove the most clicks, the most conversions, and the lowest CPA. What it doesn't tell you is whether those customers were actually good — whether they came back, spent more over time, and were worth what you paid to acquire them.
OuterSignal answers that question. By filtering your Signal Feed by UTM acquisition data, you can see the real quality of customers from any source, campaign, or channel — not just who converted, but who became a valuable long-term customer.
Why this matters
A campaign with a low CPA might be acquiring customers who never come back. A campaign with a high CPA might be acquiring your highest-LTV customers — people who spend 3x more over their lifetime than the average buyer.
Without customer quality data, you're optimizing for the wrong thing. UTM filtering in OuterSignal lets you look past conversion metrics and ask the question that actually determines profitability: which campaigns are bringing in my best customers?
What UTM data OuterSignal captures
OuterSignal captures UTM data from the time of customer acquisition — the session in which a customer made their first purchase. Two filters are available in the Signal Feed under the Marketing category:
Acquisition Source (UTM) — filters by utm_source, e.g. facebook, google, klaviyo
Acquisition Campaign (UTM) — filters by utm_campaign, e.g. bfcm_2025, vip_reactivation, spring_meta_prospecting
A note on coverage: UTM data is pulled directly from Shopify — specifically the UTM parameters captured on the order at the time of purchase. This means UTM filters only work for customers whose acquisition session included UTM parameters that Shopify recorded. If a customer purchased without a UTM — direct traffic, organic, or an untagged link — they won't have a value for these fields and won't appear when you filter by UTM.
How to filter by UTM in the Signal Feed
In your Signal Feed, open Filter Rules and add a new rule
Under the Marketing category, select Acquisition Source (UTM) or Acquisition Campaign (UTM)
Set the operator to is one of
Enter the UTM values you want to filter by — e.g. facebook, google, klaviyo
Click apply
The Signal Feed updates instantly to show only customers acquired through that source or campaign. The metrics at the top of the screen — LTV, AOV, order count, repeat rate — update automatically to reflect that filtered cohort.
That's your customer quality read for that channel or campaign, no spreadsheet required.
How to use it for analysis
Compare sources against each other Filter by one UTM source, note the metrics at the top, then switch to another source and compare. For example:
Filter to utm_source: facebook → note average LTV and AOV
Switch to utm_source: google → compare
Switch to utm_source: klaviyo → compare
If Facebook customers have a 40% higher LTV than Google customers at the same CPA, that's a meaningful signal about where to put more budget.
Compare campaigns within a source Go deeper by filtering by utm_campaign to compare individual campaigns rather than channels. For example:
bfcm_2024 vs spring_meta_prospecting — which sale period brought in better long-term customers?
vip_reactivation vs broad_prospecting — which campaign targeting approach produced higher LTV?
Two creative tests run simultaneously — which creative attracted customers who spent more over time?
This is the analysis your ad platform can't give you — it only sees what happens at conversion. OuterSignal sees what happens over the customer's lifetime.
Stack with other filters for deeper insight UTM filters can be combined with any other Signal Feed filter using AND logic. Useful combinations:
Acquisition Source + Persona — which channel is bringing in your most valuable persona?
Acquisition Campaign + Repeat customer — which campaigns acquired customers who came back?
Acquisition Source + LTV above threshold — which channel produces your highest spenders?
Acquisition Campaign + Signal Criteria — which campaign brought in the most influencers or VIPs?
Turning insights into action
Once you know which sources and campaigns are producing your best customers, you have a clear direction for budget allocation — but you can also take direct action in OuterSignal:
Save high-quality cohorts as segments Filter to your best UTM source or campaign, save it as a segment, and use it as a source audience for a Meta Lookalike — giving Meta a blueprint of customers from your highest-quality acquisition channel to find more people like them.
Build a Playbook for high-value acquisition channels If a particular source consistently brings in high-LTV customers, set up a Klaviyo tag or Shopify tag Playbook for customers acquired from that source — automatically enrolling them in a higher-tier welcome flow or fulfillment experience from day one.
Making sure your UTM data is clean
The quality of this analysis depends on consistent UTM tagging across your campaigns. A few best practices:
Tag every paid link — Google, Meta, email campaigns, influencer links, affiliate links
Use consistent naming conventions — facebook not fb not Facebook — inconsistent values split your data across multiple filter entries
Don't rely on UTMs for organic — direct, organic search, and untagged referrals won't have UTM values and won't appear in these filters. That's expected, not a bug
The more consistently you tag, the more complete your customer quality picture becomes over time.