The UTM column shows utm_source / utm_medium from the landing URL. The Name column is utm_campaign (or google:ID for Google Ads auto-tagging). Each row counts unique landing visits with that combination.
| UTM column | Meaning |
|---|---|
ig / paid |
Instagram paid ads (typical Meta Ads UTM). |
google / cpc |
Google Ads with manual UTM (cost-per-click). |
google:123456 |
Google Ads auto-tagging (campaign ID in the name column). |
partner / banner |
Partner or affiliate banner (source and medium depend on your links). |
newsletter / email |
Email newsletter or campaign link. |
— / — |
Campaign name present but no utm_source or utm_medium on the URL. |
Values come from whoever builds the links (ads manager, partner app, CMS). WebFence records them as sent; abbreviations are not fixed globally — check your own link templates.