Audiences and UTM Integrations
A sale that does not show up
What to check when an approved sale does not show in the UTM sales columns.
Quick answer
Check, in this order: the webhook registered in the platform with the approved sale event, the UTMs on the ads, the length of the campaign and ad set names, whether the sale is really approved, the script on the sales page and the period chosen in the manager.
Before you start
- Without the webhook arriving, no sale is recorded. Without UTMs on the ad, the sale arrives but is not attributed to any campaign.
- Pending boleto and Pix payments only count once paid.
Step by step
Follow the steps in order: each one rules out one cause.
- 1
Check the webhook
In UTM Integrations, open the project and check that the webhook URL is registered in the sales platform, with the approved sale event checked (in Hotmart, version 2.0).
- 2
Check the UTMs on the ads
Apply the UTMs with the project Add to campaigns button or paste them by hand in URL Parameters. An ad without the pattern does not attribute the sale.
- 3
Shorten long names
Many checkouts join campaign, ad set and ad in a single field with a character limit. If campaign and ad set arrive but the ad comes empty, rename the campaign and ad set to about 45 characters each, without brackets or accents.
- 4
Check the sale and the period
The sale must be approved (refunds and chargebacks leave) and inside the period chosen in the manager. If you use an intermediate page, check that the script is installed on it.
Still not showing?
Contact support with the ad account and the approximate time of the sale.
How to tell it worked
- The next approved sale shows in UTM Purchases, on the row of the campaign that brought the click.
If something goes wrong
| Symptom | Likely cause | What to do |
|---|---|---|
| Campaign and ad set show, but not the ad | The name was cut in the checkout tracking field | Shorten the campaign and ad set names |
| The sale shows in Total Sales, but not on the campaign | The ad had no UTMs at the click | Apply the UTMs; the next sales already go to the campaign |
Frequently asked questions
My sale does not appear in the report (or in the manager). What do I check?
When an approved sale doesn't show up in the UTM Purchases and UTM Revenue columns, go through this checklist:
- The integration is active and the webhook is registered on your sales platform, with the approved purchase event selected (on Hotmart, version 2.0). If the webhook doesn't arrive, no sale is recorded.
- UTMs were applied to your Meta campaigns with the Include UTMs in campaigns button (or pasted manually). Ads without the UTM pattern don't attribute the sale to any campaign.
- The campaign and ad set names aren't too long. Many checkouts (Hotmart, Guru, Cakto) join the names into a single tracking field with a character limit, and the ad name, which comes last, can get cut off. If only the campaign and ad set appear and the ad is empty, this is why: rename the campaign and ad set to about 45 characters each, avoiding brackets, accents and terms like Advantage+ (you don't need to reapply the UTMs, since the pattern uses macros that Meta resolves at click time).
- The sale is actually approved and recent. Pending Pix (Brazil's instant payment method) and boleto (bank slip) payments only count once paid, and refunds or chargebacks are removed from the columns.
- The tracking script is installed on your sales page, if you use an intermediate page, so UTMs aren't lost before checkout.
- The report period covers the sale date.
If it still doesn't show up, contact support with your account and the approximate time of the sale.
Does UTM Revenue show gross or net sales? Do refunds count?
The revenue shown is net: the sale amount minus the sales platform's fee, when the platform sends that fee in the webhook. Only sales with an approved status are counted. Pending boletos (Brazilian bank slips) and Pix payments (Brazil's instant payment method) don't count until they are paid. When a sale is refunded or charged back, it leaves the approved status and is automatically removed from the columns and totals. That's why you should also select the refund and chargeback events when you register the webhook on your platform. Otherwise, returned sales keep inflating your numbers. Values follow the period selected in the manager, based on the date the sale was recorded.