Channels and campaigns

Every visit is sorted into one channel by fixed rules, applied in order. The first rule that fits wins. A session that brought its own source is never relabelled by an ad click the browser remembers from earlier.

Channel names below are the exact values used in the dashboard, the CSV export and the channel field of webhook touches, so you can match on them.

#1. Ad clicks

A paid click ID that landed with this visit proves an ad click, the way each platform's own tag attributes it.

The visit had	Channel
`gclid`, `wbraid` or `gbraid` in the URL, or Google session attributes built in this session	Google Ads
`fbclid` in the URL	Meta Ads
A `ttclid` that landed in this session	TikTok Ads
A `twclid` that landed in this session	X Ads

Browser cookies such as _fbp and _ttp alone do not make a visit paid.

#2. Campaign medium

`utm_medium`	Channel
`cpc`, `ppc`, `paid`, `paidsearch`, `paid_search`, `sem`	Paid social when `utm_source` is a social network (for example `facebook`, `ig`, `linkedin`, `reddit`, `x`), otherwise Paid search
`paid_social`, `paidsocial`, `social_paid`, `socialpaid`, `paid-social`, `cpm`	Paid social
`display`, `banner`, `programmatic`	Display
`email`, `e-mail`, `e_mail`, `newsletter`	Email & newsletters
anything containing `sponsor`, in the medium or the source	Sponsorships
`affiliate`, `partner`, `partners`	Affiliates & partners
`podcast`, `audio`, `video`	Podcasts & video
`social`, `social-network`, `social_media`, `sm`	Social
`referral`	Referral
`organic`	Organic search

Matching ignores case. Any other medium falls through to the referrer rules.

#3. Referrer

The referrer where the session began, or else the page's own referrer:

Referrer	Channel
Search engines and AI assistants: Google, Bing, DuckDuckGo, Yahoo, Baidu, Yandex, Ecosia, Brave, Kagi, Perplexity, ChatGPT, OpenAI, Claude, Phind	Organic search
X and Twitter, LinkedIn, Reddit, Facebook, Instagram, Threads, YouTube, Hacker News, Mastodon, Bluesky, Discord, TikTok	Social
GitHub, GitLab, npm, PyPI, crates.io, pkg.go.dev, Stack Overflow, DEV, Hashnode, Product Hunt, Lobsters	Developer communities
Any other site	Referral
None, or your own site	Campaigns when `utm_source` is set. Otherwise a direct return is labelled by the most recent ad click the browser remembers from the last 90 days (Google Ads, Meta Ads, TikTok Ads or X Ads), each dated by its own evidence; with none, Direct

#Campaigns

Channels, campaigns, pages and referrers are part of attribution, on the Standard and Enterprise plans. A visit's campaign is its utm_campaign value. The Overview lists your top ten campaigns, channels, install pages and referrers by attributed installs, with probable installs counted separately. Conv. is the share of visits in the range followed by an attributed install in the same range, so it never exceeds 100%. Referrers are where the browsing session began: navigation within your own domains is not a referrer. Days follow your browser's time zone, daylight saving included.