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Channels

Group traffic by how it arrived — Direct, Organic Search, Paid, Social, Email, and Referral.

Channels group every visit by how it arrived, so you read traffic the way you plan marketing — not as a wall of raw referrer URLs. Each session is placed in exactly one channel based on its referrer and UTM tags.

The channels

  • Direct — no referrer and no campaign (typed the URL, a bookmark, an app).
  • Organic Search — came from a search engine (Google, Bing, DuckDuckGo…).
  • Paid — a paid utm_medium (cpc, ppc, paid, display) or an ad click id.
  • Social — referred by a social network (Facebook, X, LinkedIn, Reddit…).
  • Email — a utm_medium of email or newsletter.
  • Referral — any other site that linked to you.

Where to find it

Open Analytics → Sources for the full channel breakdown, or add the Channels widget to your Home dashboard. Channels are counted per session (by the page a visit started on), so the numbers line up with how many visits each channel brought.