What is utm_source=ig?

Who adds it

Meta's dynamic URL parameter {{site_source_name}} resolves to ig when an ad runs on Instagram. Advertisers place it in their ad's URL parameters, often as utm_source={{site_source_name}}.

What it means

The visit came from a Meta ad shown on Instagram. The click usually also carries an fbclid, and the referrer may be l.instagram.com or missing.

What to do with it

Combine ig with fb, msg, an and th if you want one Meta ads total. Use the same values in your own tagged Instagram links so organic and paid line up.

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.

When a link carries utm_source with no utm_medium, as ChatGPT's do, Pro's revenue attribution takes the medium from the referrer's source group. With no referrer either, it's labelled campaign.

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

Sources

Specifications For URL Dynamic Parameters - Meta Business Help Center

Specifications For URL Dynamic Parameters - Meta Business Help Center