Gain the insight you need in all channels that refer traffic to your website. If you put a UTM behind the incoming link, our Pixel will attribute the performance and display it on the channel performance overview.
Channel Insights
The important metrics in Channel Performance are sessions, users, new users, and total generated revenue (or total conversion value). The Channel Insights table shows all traffic redirected to your website based on the UTM tag. Traffic without a UTM tag will be placed as source: Referral and medium: the website name. Organic search traffic is automatically set to the source search engine, for example: Google, DuckduckGo, Bing etc.
The report is built on 3 sources:
Incoming organic and referral traffic. In these cases, the medium is shown first: Referral or Organic, and the sources are shown second.
Connected marketing channels like Meta, Google etc. The nesting in this case is built the same as in the ad manager, except there is a medium added either: cpc or social paid.
Incoming UTMs, where the nesting is built of the following layers from the top to the bottom:
utm_source
utm_medium
utm_campaign
utm_content
utm_term
Number 2 can't be changed by Channel Grouping. But all other sources and mediums can either be grouped or excluded from the attribution models. Learn more about channel grouping.
Keep in mind that you can click on Columns in the top left of the table to show more or less metrics in the table.
Next to this, you also have the possibility to group columns and add some filters to the table. You can click on it and add a single filter or add it as a group.
When a filter or grouping is created, you can enable it or disable it.
During the implementation, it's normal for integrated channels to appear duplicated in the Channel Performance report. This is because the Billy Grace tracking parameters have not been applied yet, while the pixel is already collecting data. This duplication will resolve over time as the Billy Grace UTM parameters are implemented.
All the metrics that have the Attributed label are calculated using the selected attribution model (learn more about attribution here). This means that these numbers can have decimals.
Channel Overview
In the channel overview graph, you can select sessions, users, or new users as the Y-axis. The X-axis displays the total selected period. All the lines represent different channels that are responsible for incoming traffic.
Attribution Paths
Attribution Paths show which marketing channels (via UTM tags or integrated platforms such as Google or Meta) are linked to different touchpoints in the customer journey. This way, you can see the complete route that led to a conversion.
It's possible to create filters and manage the columns you will see (or not). It's also possible to download this as a CSV or Excel file.
Channel Funnel (Shopify)
Channel Funnel is only available for clients that run their webshop on Shopify.
This shows how traffic from a single channel (in this example: Google) flows through the different stages of the customer journey, from impressions to orders.
It combines absolute numbers, conversion rates, and the change compared to the previous period.
You can change the channel in the dropdown to see the traffic from another channel.
