UTM source (utm_source) is the URL tag that names where a visit came from, such as instagram, newsletter, or a partner site.
Of the five UTM parameters, utm_source is the one most reports start from. It answers "which site, app, or list sent this person?"
Keep source values short, lowercase, and consistent. If one link says Instagram and another says instagram, most analytics tools count them as two different sources.
Source pairs with utm_medium. The source is the specific place (instagram), and the medium is the kind of channel (social). Together they separate a bio link on Instagram from an Instagram ad.
Example
A podcaster uses utm_source=youtube on the link in each video description and utm_source=newsletter in the weekly email. Their analytics shows that the email sends twice as many listeners.
In pageo
When you turn on UTM tags in pageo settings, links on your page carry utm_source=pageo.me and a utm_medium that marks a link or a social icon.
Traffic and analytics
UTM parametersUTM parameters are tags added to a URL, such as utm_source and utm_campaign, that tell analytics tools where a visitor came from.Read the definitionTraffic and analytics
ReferrerA referrer is the web address that sent a visitor to a page. Analytics tools read it to show which sites and apps bring traffic.Read the definitionTraffic and analytics
Conversion rateConversion rate is the percentage of visitors who complete a goal, such as a sign-up, a purchase, or a form submission.Read the definitionClaim your page in under a minute. No card needed.