UTM and click ID lookup
The tags you find on the end of your own URLs, such as ?utm_source=chatgpt.com or ?fbclid=. Each page says who adds it, what it means and what to do with it.
The UTM parameters
utm_source
The UTM tag that names who sent the visit
utm_medium
The UTM tag that names the marketing channel
utm_campaign
The UTM tag that names the campaign
utm_term
The UTM tag for the paid keyword
utm_content
The UTM tag that tells two links apart
utm_id
The UTM tag for a campaign ID
utm_source_platform
The UTM tag for the buying platform
ref
A ref= tag naming the site that linked to you
utm_source values
utm_source=chatgpt.com
Added by ChatGPT to links it cites
utm_source=bing
Added by Microsoft Advertising auto-tagging
utm_source=google
Set by hand on Google ad and campaign links
utm_source=facebook
Added by Meta to Facebook ad clicks
utm_source=instagram
Added by Meta to Instagram ad clicks
utm_source=fb
Meta ad placement on Facebook
utm_source=ig
Meta ad placement on Instagram
utm_source=kit
Added by Kit (ConvertKit) to email links
utm_source=*.beehiiv.com
Added by beehiiv to newsletter links
utm_source=newsletter
A hand-set tag on newsletter links
utm_medium values
utm_campaign=buffer
Added by Buffer to scheduled social posts
utm_medium=email
Visit from a link in an email
utm_medium=cpc
Paid click from an ad (cost per click)
utm_medium=paid_social
Paid click from a social media ad
utm_medium=paid
Paid click, often added by Meta ads
utm_medium=social
Unpaid click from a social media post
utm_medium=organic
Marked as unpaid search traffic
utm_medium=referral
Click from a link on another site
utm_medium=display
Click from a banner or display ad
utm_medium=affiliate
Click from an affiliate partner
utm_medium=sms
Click from a text message
Click IDs
fbclid
Meta's click ID on Facebook and Instagram links
gclid
Google Ads click ID from auto-tagging
gbraid
Google Ads click ID for iOS app measurement
wbraid
Google Ads click ID for iOS web conversions
dclid
Google display and video ad click ID
msclkid
Microsoft Advertising click ID
ttclid
TikTok ads click ID
li_fat_id
LinkedIn ads click ID
twclid
X (Twitter) ads click ID
epik
Pinterest ads click data
ScCid
Snapchat ads click ID
srsltid
Google Merchant Center result ID
_gl
Google's cross-domain linker parameter
mc_cid
Mailchimp campaign ID
mc_eid
Mailchimp recipient ID
_hsenc
HubSpot email identity tracking
_hsmi
HubSpot email click tracking
_kx
Klaviyo email click identity
ck_subscriber_id
Kit (ConvertKit) subscriber ID
UTM tags and referrers
A referrer is what the browser reports about the page a visitor left. UTM tags are what whoever wrote the link chose to put in it. A visit can have both, such as a chatgpt.com referrer with utm_source=chatgpt.com, or only one of them: an email link tagged utm_medium=email usually arrives with no referrer at all. The referrer lookup covers the other half.
Click IDs
Ad platforms add a click ID to each link they send, so their own tags can match a later sale or signup to the click. The value is different on every click and means nothing on its own. Leave them on the URL if you run ads on that platform.
In Vireo
The free plugin drops query strings from page addresses, so tagged and untagged links count as one page, and the visit goes under its referrer. Vireo Pro adds a UTM campaigns card with source, medium and campaign, and uses the same tags for revenue by source. See UTM campaigns and UTM parameters in the glossary.