# UTM and channels

Two tables: first touch and last touch.

- utm_source=google and utm_medium=cpc (also ppc, paid, ads) → google/cpc
- Google referrer without paid medium → google/organic
- chatgpt.com or utm_source=chatgpt → chatgpt
- perplexity.ai → perplexity
- No UTM and no referrer → direct

Columns: visitors, pageviews, purchases, ZAR, RPV. If nobody came from google/cpc, that row is absent.