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The Referrals metric shows which sources your website traffic comes from and is a useful metric for monitoring the performance of your marketing campaigns.

Vantevo supports special URL query parameters to improve the quality of your statistics. The UTM "Urchin Tracking Module" are tags that you add to the end of the URL to identify the source of traffic and that are passed to Vantevo for tracking.

If you click on the UTM Campaigns button at the top right of the widget, a drop-down menu opens where you can see and filter referrals Source, Medium, Campaign, Content and Term.


Below is the detail of query parameters that you can configure and analyze:

  • Source (utm_source) is the source detail of the traffic coming to your website.
  • Medium (utm_medium) indicates the marketing medium used to create the campaign, such as email, post, pop-up banner, video etc.
  • Campaign (utm_campaign) is the name that identifies the marketing campaign you want to monitor.
  • Content (utm_content) identifies what content sent the traffic. If, for example, within the same newsletter page you have multiple call-to-actions, by configuring this parameter you can figure out which link was clicked.
  • Term (utm_term) useful for paid ads, it indicates the keyword that led the user to click on the ad.


Other parameters

  • Ref (ref) this parameter will be used as utm_source
  • Source (source) this parameter will be used as utm_source.

"Direct / None" referrers are visitors who either come in directly or have clicked on your site's link from an email containing no query parameter.

To minimize the amount of traffic that falls into the "Direct / None" category, you can use special query parameters for your links.

Whenever you post a link on social media or add a link in an email, you can choose to add a special UTM query parameter to the link.

You can use our link generation tool UTM.

Example o

Vantevo Analytics will show the query parameter ref in the utm_source section as the reference source.

To configure your URL with UTM parameters using Vantevo Analyticsclick here.