# How Retainful Tracks Conversions with Coupon Codes?

When tracking conversions, traditional analytics tools like Google Analytics often rely on UTM parameters within URLs to attribute traffic sources. However, there are scenarios where conversions cannot be fully captured using UTM parameters alone. This is where Retainful’s advanced tracking system ensures accurate attribution.

### The Challenge with UTM-Based Tracking

1. **Customer Behavior**: A customer may receive an email from Retainful with a coupon code and a link to the store. Instead of clicking the link, they might:
   * Visit the store directly by typing the URL into their browser.
   * Use the coupon code during checkout without interacting with the link in the email.
2. **Google Analytics Attribution**: Since the customer didn’t use the UTM-tagged link, Google Analytics categorizes this traffic as "Direct" and cannot trace it back to the email campaign.

### The Retainful Advantage

Retainful uses coupon codes as a robust tracking mechanism for conversions. Here’s how it works:

* Each coupon code distributed by Retainful is linked to a specific campaign or email.
* When a customer uses the coupon code at checkout, Retainful identifies the conversion and attributes it to the campaign or email where the code was shared.
* This ensures **accurate conversion attribution**, even if the customer bypassed the UTM-tagged links.

<figure><img src="/files/7A450Eqlz7umg7g2woDU" alt=""><figcaption><p>UTM Parameters</p></figcaption></figure>

### Benefits of Retainful’s Attribution Model

* **Enhanced Accuracy**: Retainful tracks conversions directly through coupon code usage, ensuring that your campaigns are credited for their impact.
* **Better Insights**: Gain a complete picture of how your campaigns drive sales, even when customers interact with your store in unconventional ways.
* **Seamless Integration**: Retainful works alongside analytics tools like Google Analytics to complement your tracking efforts.

### Key Takeaway

Retainful bridges the gap left by traditional analytics tools by attributing conversions to campaigns using coupon codes. Whether customers click links or visit your store directly, Retainful ensures accurate tracking and attribution, giving you the confidence to measure the success of your marketing efforts.

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