What is utm_medium=sms?
Click from a text message
Who adds it
Messaging tools and marketers add it to links in text messages. Klaviyo's default medium is the message type, which includes SMS.
What it means
Someone tapped a link in a text message. Text messages pass no referrer, so the tag is the only sign of where the visit came from. GA4 files it under SMS.
What to do with it
GA4's rule is an exact match on sms, so other spellings like text won't land in the SMS channel.
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
SMS Source exactly matches sms OR Medium exactly matches sms
Default channel group - Analytics Help
the default values of utm_medium have changed from campaign and flow to Message type which includes email, SMS , WhatsApp and push.
Understanding UTM tracking in Klaviyo - Klaviyo Help Center
Related tags
utm_medium=emailVisit from a link in an email_kxKlaviyo email click identityutm_medium=cpcPaid click from an ad (cost per click)utm_medium=paid_socialPaid click from a social media adutm_medium=paidPaid click, often added by Meta adsutm_medium=socialUnpaid click from a social media postutm_medium=organicMarked as unpaid search trafficutm_medium=referralClick from a link on another site
All UTM values and click IDs · Referrer lookup · UTM parameters in the glossary · UTM links in WordPress
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Vireo Analytics shows where your visitors come from without cookies, and Vireo Pro adds UTM campaigns and revenue by source.
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