Traffic Channels

Page visits to your website are tracked via the Conversion tracking script, and classified into the following web traffic channels:

Traffic Channel	Classification Reason
Email Marketing	The `utm_medium` indicates email marketing.
Paid Search	The referring domain or `utm_source` is a search engine, and the `utm_medium` indicates paid traffic.
Organic Search	The referring domain or `utm_source` is a search engine, and the `utm_medium` does not indicate paid traffic.
Paid Social	The referring domain or `utm_source` is a social media site, and the `utm_medium` indicates paid traffic.
Organic Social	The referring domain or `utm_source` is a social media site, and the `utm_medium` does not indicate paid traffic.
AI Referral	The referring domain or `utm_source` is an AI tool (e.g. ChatGPT, Claude, Perplexity)
Referral	There was a referring domain that did not match any classification above.
Other Campaign	There was a `utm_source` that did not match any classification above.
Direct Traffic	No other classification was met.

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

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.

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.

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

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Unified Query Engine

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UTM Tracking in Ad Platforms

Google Ads

Meta (Facebook & Instagram)

LinkedIn Ads

​UTM Tracking in Ad Platforms

​Google Ads

​Meta (Facebook & Instagram)

​LinkedIn Ads

UTM Tracking in Ad Platforms

Google Ads

Meta (Facebook & Instagram)

LinkedIn Ads