What is utm_source_platform? The UTM tag for the buying platform

Who adds it

Advertisers add it, mostly when buying through a platform like Search Ads 360 or Display & Video 360. It's less common than the five classic UTM tags.

What it means

It names the platform that directed the traffic, which can differ from the site the visit came from. Google Analytics uses source platform in its channel rules for Google Ads and DV360 traffic.

What to do with it

Google recommends setting it along with the other UTM tags, since missing values show as (not set) in reports.

How Vireo shows it

Vireo doesn't record utm_source_platform. Vireo Pro's UTM campaigns card reports utm_source, utm_medium and utm_campaign only.

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.

See Referrers and sources in the docs.

Sources

utm_source_platform : The platform responsible for directing traffic to a given Analytics property
URL builders: Collect campaign data with custom URLs - Analytics Help

Default channel group - Analytics Help

Related tags

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
ref A ref= tag naming the site that linked to you

All UTM values and click IDs · Referrer lookup · UTM parameters in the glossary · UTM links in WordPress

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