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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=google and utm_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, or source/medium when 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.