utm_source
The UTM parameter that names who sent the visit: a site, app, newsletter or partner.
utm_source answers "who sent this visit?": google, facebook, instagram, newsletter, partner-name. It is one of the three parameters Google says to always set, with utm_medium and utm_campaign (Google).
Keep it to the platform or list itself, lowercase, with one spelling. Facebook, facebook and fb become three rows in your reports. Put the kind of channel in utm_medium, not here.
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