StoreRocket automatically passes UTM parameters from your page URL to all outbound links inside the widget. This means when someone clicks an ad, lands on your site, and then clicks a booking link or website link through your store locator, the UTM data carries through. No setup needed.
How it works
When a visitor arrives on a page with UTM parameters in the URL (like ?utm_source=google&utm_medium=cpc&utm_campaign=spring), the widget captures those parameters automatically. When the visitor clicks any outbound link inside the widget, the UTMs get appended to that link.
This works with:
CTA buttons (like "Book Now", "Schedule Appointment", "Shop Online")
Website links for each location
The widget does not add UTMs to directions links (Google Maps) or social media profile links since those platforms don't use UTM tracking.
Cross-page persistence
The widget saves captured UTMs in the visitor's browser tab. This means if someone lands on a page of your site that has a StoreRocket widget on it, and then goes to the page with your store locator in the same tab, the UTMs still get passed through. They are kept until the tab is closed. If the landing page has no StoreRocket widget, nothing is saved there and the UTMs are lost when the visitor moves on.
The UTM parameters also stay visible in the URL bar as visitors interact with the map, search for locations, and browse results.
Supported UTM parameters
The widget captures all five standard UTM parameters:
utm_sourceutm_mediumutm_campaignutm_contentutm_term
How to test it
Add some test UTMs to the URL of the page where your widget is embedded. For example:
https://yoursite.com/store-locator?utm_source=test&utm_medium=cpc&utm_campaign=test_campaignSelect a location on the map
Click a CTA button (like "Book Now")
Check the address bar on the page that opens. You should see the UTM parameters appended to the end of the URL
The UTMs are added at the moment of the click, so right-clicking a button and choosing Copy link address does not show them
Common use case: Calendly, HubSpot, and booking links
If your locations have CTA buttons that link to booking pages (Calendly, HubSpot, Acuity, etc.), the UTM parameters get passed through automatically. This lets you see which ad campaigns are driving actual bookings.
For example, if a visitor arrives from a Google Ad and clicks a "Book a Test Ride" button that links to Calendly, the Calendly URL will include the UTM parameters from the original ad click. Calendly (and most booking platforms) will record those UTMs alongside the booking.
Troubleshooting
UTMs not appearing on the link?
Make sure the UTM parameters are in the URL of the page where the widget is loaded. The widget reads from the URL bar, not from cookies or other sources. Try refreshing the page with the UTMs in the URL and test again.
UTMs disappearing when I navigate to the store locator page?
If your ad links to a landing page and the store locator is on a different page, the UTMs are only saved when the landing page also has a StoreRocket widget on it. They are saved in that browser tab and carry over to the store locator page in the same tab. If the landing page has no widget, link your ad straight to the page with the store locator.
Do I need to enable this feature?
No. It works automatically for all accounts. There is nothing to configure.