What is utm_campaign?

Who adds it

Marketers set it by hand, or a platform fills it in. Kit builds it from the email's subject line and campaign ID, beehiiv uses a URL-friendly version of the post title, and Buffer uses buffer by default.

What it means

It names the specific campaign, promotion or email that carried the link. It tells you which send or promotion the visit came from, while source and medium describe where and how.

What to do with it

Google recommends one name per campaign, matched exactly to the campaign's name, so a single effort doesn't split across rows. Keep it free of personal data, since it travels in the visible URL.

How Vireo shows it

Vireo Pro's UTM campaigns card lists tagged visits by Source, Medium and Campaign, with visitors and pageviews. The tags are read from the first page of each visit, and the same tags feed revenue by source.

In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.

UTM campaigns are part of Vireo Pro. See UTM campaigns in the docs.

Sources

utm_campaign : Product, slogan, promo code, for example: spring_sale

URL builders: Collect campaign data with custom URLs - Analytics Help

Automatic UTM parameters - Kit Help Center

Using UTM parameter tracking with beehiiv - beehiiv Help