Channel is calculated based on source and medium (but mostly medium):
| Channel | Source | Medium |
|---|---|---|
| Direct | (direct) | (none) |
| Organic Search | google, bing, yahoo etc. | organic |
| Paid Search | google, bing, yahoo etc. | cpc, ppc, paid_search, retargeting |
| Paid Social | facebook, instagram, linkedin, twitter | cpc, ppc, paid_social |
| Organic Social | facebook, instagram, twitter, tiktok | social, organic_social |
| Display | google, doubleclick, criteo, adroll | display, banner |
| AI Assistant | Matches a list of AI Assistants, such as ChatGPT, Gemini, DeepSeek, Copilot, etc. | ai-assistant |
| Paid Video | youtube, hulu, vimeo | video, cpv |
| Affiliates | affiliate networks, partner sites | affiliate |
| varies (e.g., mailchimp, activecampaign) | ||
| Referral | varies (referral sources) | referral |
| Unassigned | When none of the above criteria match | |
Right now, GA Connector’s calculation of channel doesn’t fully match Google Analytics standard definitions. For example, if fbclid identifier is present in the URL, the channel will be attributed to Paid Search.
