When you add UTM campaign parameters in the URLs of your referral links and ad campaigns, you can track & monitor which campaigns are sending traffic to your website. When someone clicks on the link, the tracking codes are sent to Analytics and can be seen in the Traffic acquisition report.

We have realized most Shopify stores make mistakes on their Facebook Ads UTM parameters. That's why we have prepared a best-practice tutorial and UTM structure, you can learn more details here: Ideal UTM Setup for Shopify Stores.

It might also be helpful to review Google’s official document on using GA4’s URL builder and UTM parameters.