What is utm_source=kit?

Who adds it

Kit, formerly ConvertKit, adds it to links in Broadcast and Sequence emails when automatic UTM parameters are on. It comes with utm_medium=email and a utm_campaign built from the subject line and campaign ID.

What it means

A subscriber clicked a link in a Kit email. Email clicks often arrive with no referrer at all, so the tag is usually the only sign of where the visit came from.

What to do with it

Kit leaves any UTM values you add yourself alone and only fills in the missing ones. GA4 counts these visits as Email because the medium is email.

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

They will always be set as utm_source=kit and utm_medium=email unless manually overridden

Automatic UTM parameters - Kit Help Center

Email Source = email|e-mail|e_mail|e mail OR Medium = email|e-mail|e_mail|e mail

Default channel group - Analytics Help