Before contacting your CSM you will need to sign up for Google Analytics.
Link tracking using Google Analytics can show you the online path(s) users are following to arrive at one of your webpages. For URLs in messages you send through a Campaign in Punchh, you can affix Google Analytics link tracking parameters (UTM) in order to capture how traffic is being routed to a webpage from that traffic source (and how much volume by date). For example, did a user get to your online ordering page by clicking a text URL in a Post Checkin Offer SMS message or via an "Order Online" image button link in a Mass Notification email? Link tracking can record this.
Contact your Punchh CSM if you'd like to enable UTM tracking for your business.