A per-session channel classification plus per-page organic entry counts, referrer host rollups and UTM campaign rollups. Paid is detected from click identifiers or a paid-looking medium; organic from a search engine referrer; referral from any other external host; everything else is direct.
Also called: traffic sources · organic vs direct · referrals · utm campaigns
- 1The beacon captures utm_source, medium, campaign, term, content, gclid and fbclid from the landing URL.
- 2The panel finds each session's earliest page view and classifies from that one event.
- 3Search-engine referrers are matched against a known list of engines.
- 4Per page, an organic entry is counted when the session's landing referrer was a search engine.
- 5Referrer hosts are rolled up with the site's own host excluded.
Classifying per session from the first view rather than per event is what stops an internal navigation being counted as a new visit. The organic-entry metric has its own note: it is "a search engine sending someone straight here — the only number that proves a ranking turned into an actual arrival." A ranking without arrivals is a vanity metric, and this is the number that separates the two.
- Rankings could not be connected to actual arrivals.
- Internal navigation polluted source attribution.
- Campaign tags were captured nowhere.
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