diff --git a/ghost/core/core/server/services/mega/post-email-serializer.js b/ghost/core/core/server/services/mega/post-email-serializer.js
index 0740ba775f..2f6259d475 100644
--- a/ghost/core/core/server/services/mega/post-email-serializer.js
+++ b/ghost/core/core/server/services/mega/post-email-serializer.js
@@ -392,12 +392,17 @@ const PostEmailSerializer = {
         if (!options.isBrowserPreview && !options.isTestEmail && settingsCache.get('email_track_clicks')) {
             result.html = await linkReplacer.replace(result.html, async (url) => {
                 // Add newsletter source attribution
-                url = memberAttribution.service.addEmailSourceAttributionTracking(url, newsletter);
                 const isSite = urlUtils.isSiteUrl(url);
 
                 if (isSite) {
+                    // Add newsletter name as ref to the URL
+                    url = memberAttribution.service.addEmailSourceAttributionTracking(url, newsletter);
+
                     // Only add post attribution to our own site (because external sites could/should not process this information)
                     url = memberAttribution.service.addPostAttributionTracking(url, post);
+                } else {
+                    // Add email source attribution without the newsletter name
+                    url = memberAttribution.service.addEmailSourceAttributionTracking(url);
                 }
 
                 // Add link click tracking
diff --git a/ghost/core/core/server/services/member-attribution/index.js b/ghost/core/core/server/services/member-attribution/index.js
index 84c17e7fec..8a632132a1 100644
--- a/ghost/core/core/server/services/member-attribution/index.js
+++ b/ghost/core/core/server/services/member-attribution/index.js
@@ -40,7 +40,8 @@ class MemberAttributionServiceWrapper {
                 Integration: models.Integration
             },
             attributionBuilder: this.attributionBuilder,
-            getTrackingEnabled: () => !!settingsCache.get('members_track_sources')
+            getTrackingEnabled: () => !!settingsCache.get('members_track_sources'),
+            getSiteTitle: () => settingsCache.get('title')
         });
     }
 }
diff --git a/ghost/member-attribution/lib/service.js b/ghost/member-attribution/lib/service.js
index 5306e84e16..fe5e1b4f05 100644
--- a/ghost/member-attribution/lib/service.js
+++ b/ghost/member-attribution/lib/service.js
@@ -1,4 +1,11 @@
 const UrlHistory = require('./history');
+const {slugify} = require('@tryghost/string');
+
+const blacklistedReferrerDomains = [
+    // Facebook has some restrictions on the 'ref' attribute (max 15 chars + restricted character set) that breaks links if we add ?ref=longer-string
+    'facebook.com',
+    'www.facebook.com'
+];
 
 class MemberAttributionService {
     /**
@@ -9,17 +16,23 @@ class MemberAttributionService {
      * @param {Object} deps.models.MemberCreatedEvent
      * @param {Object} deps.models.SubscriptionCreatedEvent
      * @param {() => boolean} deps.getTrackingEnabled
+     * @param {() => string} deps.getSiteTitle
      */
-    constructor({attributionBuilder, models, getTrackingEnabled}) {
+    constructor({attributionBuilder, models, getTrackingEnabled, getSiteTitle}) {
         this.models = models;
         this.attributionBuilder = attributionBuilder;
         this._getTrackingEnabled = getTrackingEnabled;
+        this._getSiteTitle = getSiteTitle;
     }
 
     get isTrackingEnabled() {
         return this._getTrackingEnabled();
     }
 
+    get siteTitle() {
+        return this._getSiteTitle();
+    }
+
     /**
      *
      * @param {Object} context instance of ghost framework context object
@@ -85,14 +98,33 @@ class MemberAttributionService {
      * Add some parameters to a URL so that the frontend script can detect this and add the required records
      * in the URLHistory.
      * @param {URL} url instance that will get updated
-     * @param {Object} newsletter The newsletter from which a link was clicked
+     * @param {Object} [useNewsletter] Use the newsletter name instead of the site name as referrer source
      * @returns {URL}
      */
-    addEmailSourceAttributionTracking(url, newsletter) {
+    addEmailSourceAttributionTracking(url, useNewsletter) {
         // Create a deep copy
         url = new URL(url);
-        // We slugify the name here so that we don't use the default slugs in fixtures
-        url.searchParams.append('ref', newsletter.get('name') + '-newsletter');
+
+        if (url.searchParams.has('ref') || url.searchParams.has('utm_source') || url.searchParams.has('source')) {
+            // Don't overwrite + keep existing source attribution
+            return url;
+        }
+
+        // Check blacklist domains
+        const referrerDomain = url.hostname;
+        if (blacklistedReferrerDomains.includes(referrerDomain)) {
+            return url;
+        }
+
+        if (useNewsletter) {
+            const name = slugify(useNewsletter.get('name'));
+            
+            // If newsletter name ends with newsletter, don't add it again
+            const ref = name.endsWith('newsletter') ? name : `${name}-newsletter`;
+            url.searchParams.append('ref', ref);
+        } else {
+            url.searchParams.append('ref', slugify(this.siteTitle));
+        }
         return url;
     }
 
@@ -107,6 +139,11 @@ class MemberAttributionService {
         // Create a deep copy
         url = new URL(url);
 
+        if (url.searchParams.has('attribution_id') || url.searchParams.has('attribution_type')) {
+            // Don't overwrite
+            return url;
+        }
+
         // Post attribution
         url.searchParams.append('attribution_id', post.id);
         url.searchParams.append('attribution_type', 'post');
diff --git a/ghost/member-attribution/package.json b/ghost/member-attribution/package.json
index 67cd146cee..56f05053c2 100644
--- a/ghost/member-attribution/package.json
+++ b/ghost/member-attribution/package.json
@@ -22,6 +22,7 @@
   "dependencies": {
     "@tryghost/domain-events": "0.0.0",
     "@tryghost/member-events": "0.0.0",
-    "@tryghost/referrers": "0.0.0"
+    "@tryghost/referrers": "0.0.0",
+    "@tryghost/string": "0.2.1"
   }
 }
diff --git a/ghost/member-attribution/test/service.test.js b/ghost/member-attribution/test/service.test.js
index 34ac0d8a83..158d078e48 100644
--- a/ghost/member-attribution/test/service.test.js
+++ b/ghost/member-attribution/test/service.test.js
@@ -10,6 +10,92 @@ describe('MemberAttributionService', function () {
         });
     });
 
+    describe('addEmailSourceAttributionTracking', function () {
+        it('uses sluggified sitename for external urls', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/');
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url);
+
+            should(updatedUrl.toString()).equal('https://example.com/?ref=hello-world');
+        });
+
+        it('uses sluggified newsletter name for internal urls', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/');
+            const newsletterName = 'used newsletter name';
+            const newsletter = {
+                get: (t) => {
+                    if (t === 'name') {
+                        return newsletterName;
+                    }
+                }
+            };
+
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url, newsletter);
+
+            should(updatedUrl.toString()).equal('https://example.com/?ref=used-newsletter-name-newsletter');
+        });
+
+        it('does not repeat newsletter at the end of the newsletter name', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/');
+            const newsletterName = 'Weekly newsletter';
+            const newsletter = {
+                get: (t) => {
+                    if (t === 'name') {
+                        return newsletterName;
+                    }
+                }
+            };
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url, newsletter);
+
+            should(updatedUrl.toString()).equal('https://example.com/?ref=weekly-newsletter');
+        });
+
+        it('does not add ref to blacklisted domains', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://facebook.com/');
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url);
+
+            should(updatedUrl.toString()).equal('https://facebook.com/');
+        });
+
+        it('does not add ref if utm_source is present', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/?utm_source=hello');
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url);
+            should(updatedUrl.toString()).equal('https://example.com/?utm_source=hello');
+        });
+
+        it('does not add ref if ref is present', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/?ref=hello');
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url);
+            should(updatedUrl.toString()).equal('https://example.com/?ref=hello');
+        });
+
+        it('does not add ref if source is present', async function () {
+            const service = new MemberAttributionService({
+                getSiteTitle: () => 'Hello world'
+            });
+            const url = new URL('https://example.com/?source=hello');
+            const updatedUrl = await service.addEmailSourceAttributionTracking(url);
+            should(updatedUrl.toString()).equal('https://example.com/?source=hello');
+        });
+    });
+
     describe('getAttributionFromContext', function () {
         it('returns null if no context is provided', async function () {
             const service = new MemberAttributionService({