How are tracking URL visits bucketed in the sources report?

Last updated: December 21, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

The sources report in your traffic analytics tool analyzes the utm tracking parameters contained in a tracking URL using a series of rules to determine the source of the visit.

Below are the possible buckets that a visit from a tracking URL may be categorized into in the sources report (Social Media, Paid Social, Email Marketing, Paid Search, and Other Campaigns) and the rules that will categorize a visit into a specific source. These rules are listed in order of importance; the first rule that is matched will determine the source of a visit.

  1. Social Media: utm_medium = social AND utm_source = the name of a social network.
  2. Paid Socialutm_medium= paid AND utm_source = the name of a social network OR utm_medium= paid AND referring domain is a social media site OR utm_source or utm_medium = paidsocial.
  3. Email Marketing: utm_source, utm_medium, or utm_campaign contains the word 'email'.
  4. Paid Search: utm_source, utm_medium, or utm_campaign contains the word 'adwords', 'ppc', or 'cpc'.
  5. Other Campaigns: utm_source, utm_medium, or utm_campaign is present in the URL and does not contain the word 'email', 'adwords', 'ppc', or 'cpc'.

Learn more about how HubSpot categorizes all visits in the sources report.

Was this article helpful?