Docs
UTM and channels
The dashboard has two channel tables: first touch and last touch. Rows look like google/cpc because that is how media buyers already talk.
How a row is named
utm_source=googleandutm_medium=cpc(also ppc, paid, ads) →google/cpc- Google referrer without paid medium →
google/organic - chatgpt.com, chat.openai.com, or utm_source=chatgpt →
chatgpt - perplexity.ai →
perplexity - claude.ai, gemini.google.com — same idea
- No UTM and no referrer →
direct - Other host →
referral, orsource/mediumwhen UTM exists
What each column means
Visitors, pageviews, purchases, ZAR, revenue per visitor. First-touch revenue follows the visitor’s first channel. Last-touch revenue follows each purchase event’s last channel. If nobody came from google/cpc, that row is absent — not zero-filled as a demo.