Overview

To better understand where your customers are coming from and how they found your site, KnoCommerce allows you to pass click data and UTM parameters directly into your custom survey script via the customer_journey object.

This enhances your survey analytics with valuable attribution insights—especially useful for analyzing first and last-touch marketing performance.

What Can Be Tracked?

The customer_journey object supports data from both the first visit and last visit of the customer. Each visit can include standard UTM parameters and a source.

Here’s a breakdown of the accepted keys:

First Visit (First Touch)

source
utm_parameters
- source
- medium
- campaign
- content
- term

Last Visit (Last Touch)

source
utm_parameters
- source
- medium
- campaign
- content
- term

Note: Both first and last visit objects are optional, and you can include only the fields that are available.

How to Add It to Your Script

Inside your order object in the KnoCommerce config, add a customer_journey object like this:

"order": {
  "id": '200',
  "total_price": 25,
  "currency": "USD",
  "customer_journey": {
    "last_visit": {},
    "first_visit": {
      "source": "direct",
      "utm_parameters": {
        "term": null,
        "medium": "shopping",
        "source": "google",
        "content": "Example content",
        "campaign": "Shopping"
      }
    }
  }
}

Key Notes

null values are acceptable where data is not available
If utm_parameters or any nested fields are omitted, the script will continue to function without error
If both first_visit and last_visit are empty or undefined, the customer_journey object will simply be ignored

🛟 Need Help?

For support or further clarification, feel free to reach out:

📩 Email: hello@knocommerce.com
💬 Live Chat: Available in your KnoCommerce dashboard

Passing Click Data To Custom Script