In GrowthOptix, these values are part of Website Tracking and are primarily captured through the GrowthOptix Tracking Script using UTM parameters from your tracked URLs.

Examples of common Sources:

google
meta
tiktok
newsletter
affiliate
linkedin

Campaigns help you compare performance between different marketing efforts under the same source or across multiple sources.

For example, you may use Campaigns to compare:

spring-sale
black-friday
free-trial-launch
demo-retargeting
newsletter-may
linkedin-founder-campaign

How GrowthOptix Determines the Sources.

GrowthOptix follows a clear priority order:

1) UTM Parameters (Primary Method)

If a URL contains a utm_source value, GrowthOptix assigns that value as the Source.

?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale → Source = google

2) Ad Platform Metadata (Fallback)

If UTMs are missing or overwritten, GrowthOptix can attempt to infer the Source using data from connected platforms such as Meta Ads or Google Ads.

Examples:

Traffic from Google Ads may still be labeled as google.
Traffic from Meta Ads may be labeled as meta.

3) Default or Unknown Source

If no origin data is available, the Source may appear as:

(not set)
unknown
direct

This typically happens when the visitor arrives without UTMs (organic/direct traffic).

Why Sources and Campaigns matter

Sources and Campaigns help you understand the top of your acquisition funnel and how marketing traffic contributes to business outcomes.

They allow you to:

Identify which channels drive the most traffic.
Compare performance across different traffic origins.
Analyze which sources produce higher-quality visitors.
See which campaigns generate leads, sales, and revenue.
Evaluate channel performance based on Spend, ROI, and ROAS.
Optimize budget allocation toward better-performing sources and campaigns.

Source-level and campaign-level segmentation are essential for understanding how users arrive on your website and how that traffic converts over time.

Example

If your website receives the following tracked events:

2,500 clicks from URLs tagged with utm_source=google
1,900 clicks tagged with utm_source=meta
300 visits with missing UTMs → labelled as (not set)

Then the Sources table will display these entries:

Source	Clicks	Leads	Sales	Revenue	CTR	Spend	ROI
google	2500	320	55	$4,900	15%	$X	X%
meta	1900	200	32	$2,100	11%	$X	X%
(not set)	300	10	2	$80	4%	$0	—

Best practices

To keep Source and Campaign attribution accurate:

Always include utm_source in your tracked URLs.
Always include utm_campaign when tracking specific campaigns.
Use consistent naming conventions.
Avoid using multiple names for the same source, such as fb, facebook, and meta.
Double-check links used in ads, emails, and social posts.
Make sure ad accounts are properly connected so fallback metadata is available.
Test key landing pages to confirm UTMs are not being stripped or overwritten.

Limitations and important notes

Sources and Campaigns depend on the quality of your tracking setup.

Differences or missing values may happen because of:

Missing or inconsistent UTMs.
Redirects that remove tracking parameters.
Platforms or browsers hiding URL parameters.
Disconnected ad platform integrations.
Campaign naming changes during an active campaign.
Traffic arriving without a clear source.

Changing Source or Campaign naming conventions mid-campaign may fragment your reporting.

For example, meta, facebook, and fb may appear as separate sources unless naming is standardized.

Where to Find "Source & Campaigns".

You can find Source as the first column in the Data Table View table within the Marketing Attribution dashboard.

Also, you can find sources in the Campaigns dropdown.

Need Help?

If you have any questions about dashboards or features, please feel free to reach out to us anytime through the GrowthOptix in-app chat. Our team will be happy to help.

Sources & Campaigns.