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Page visits to your website are tracked via the Conversion tracking script, and classified into the following web traffic channels:
Traffic ChannelClassification Reason
Email MarketingThe utm_medium indicates email marketing.
Paid SearchThe referring domain or utm_source is a search engine, and the utm_medium indicates paid traffic.
Organic SearchThe referring domain or utm_source is a search engine, and the utm_medium does not indicate paid traffic.
Paid SocialThe referring domain or utm_source is a social media site, and the utm_medium indicates paid traffic.
Organic SocialThe referring domain or utm_source is a social media site, and the utm_medium does not indicate paid traffic.
AI ReferralThe referring domain or utm_source is an AI tool (e.g. ChatGPT, Claude, Perplexity)
ReferralThere was a referring domain that did not match any classification above.
Other CampaignThere was a utm_source that did not match any classification above.
Direct TrafficNo other classification was met.

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UTM Tracking in Ad Platforms

For paid ad clicks to be properly attributed, your ads need to include utm_source and utm_medium parameters on their destination URLs. Google Ads supports auto-tagging with gclid, but this does not set UTM parameters. Make sure you’ve set up a tracking template at the account, campaign, or ad group level. Your tracking template should append at minimum: 
{lpurl}?utm_source=google&utm_medium=cpc
For full setup instructions, see Google’s tracking template documentation.

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Meta (Facebook & Instagram)

To ensure proper classification, add UTM parameters in the URL Parameters field when creating or editing each ad: 
utm_source=facebook&utm_medium=paid_social
See Meta’s URL parameter documentation for more details.

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LinkedIn Ads

LinkedIn does not append UTM parameters by default. You need to configure them manually in Campaign Manager. Add your UTM parameters at the campaign level: 
utm_source=linkedin&utm_medium=paid-social
See LinkedIn’s tracking parameter documentation for more details