Channel classification

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Overview

Converge automatically classifies web traffic into channel groups (like Paid Social or Organic Search) and channels (like Meta Ads or Google Ads). This classification happens for each identified session and determines how your traffic sources appear in attribution reports. Understanding how classification works helps you interpret your attribution data and troubleshoot unexpected categorization.

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Key concepts

Channel group: A high-level traffic category that describes the broad type of traffic source. Examples: Paid Social, Organic Search, Email, Direct Channel: The specific channel or source within a channel group. Examples: Meta Ads, Google Ads, Klaviyo Classification priority: When multiple signals are present (like UTM parameters and referer data), Converge evaluates them in a specific order. Earlier matches take precedence.

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How classification works

Converge uses several data points from each touchpoint to determine the channel group and channel:

1. Converge tracking parameters: Internal channel identifiers (cvg_source, cvg_adid, etc.)
2. UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content
3. Click IDs: Channel-specific tracking parameters (fbclid, gclid, ttclid, etc.)
4. Referer: The HTTP referrer domain (the previous domain where the user clicked a link to your site)

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Classification priority

The system evaluates rules in this order:

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1. The cvg_source parameter

When cvg_source is present in the tracking parameters, the traffic is always classified as paid. The channel group and channel are determined by the channel value in cvg_source. For example, cvg_source=facebook will be classified with a channel group of Paid Social and a channel of Meta Ads.

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2. Paid medium detection

If the utm_medium parameter indicates paid traffic, Converge looks for channel identifiers to classify the traffic. Paid medium values:

• cpc, cpm, cpv, cpa, ppc, retargeting
• Any value starting with paid

When paid traffic is detected, the specific channel is determined by checking (in order):

1. Click IDs (fbclid, gclid, etc.)
2. UTM source (facebook, google, etc.)
3. UTM medium (display, affiliate, etc.)
4. Referer domain

For example, utm_source=facebook&utm_medium=cpc will be classified with a channel group of Paid Social and a channel of Meta Ads.

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3. Internal traffic detection

Converge classifies traffic as “Direct” when the landing URL domain matches the referer domain. We compare top-level domains to handle subdomains correctly. For example, if the landing URL is https://www.example.com/cart and the referer is https://shop.example.com/products, the traffic will be classified as Direct, as Converge detects that the top-level domain is the same. This avoids classifying internal traffic as organic.

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4. Organic traffic classification

If none of the paid rules match and the traffic isn’t direct, Converge evaluates organic rules by checking (in order):

1. Click IDs
2. UTM source
3. UTM medium
4. Referer domain

For example, if the referer is https://www.google.com/search?q=..., the traffic will be classified as Organic Search and a channel of Google Ads.

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5. Fallback rules

If no organic rules match:

• With a referer → “Referral”
• Without referer or UTM parameters → “Direct”
• With UTM parameters but no match → “Unknown”

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Supported classifications

This is a non-exhaustive list of channels and sources recognized by Converge.

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Paid marketing sources

Marketing source	Channel Group	Recognized Sources
Facebook/Meta	Paid Social	facebook, fb, meta, ig, instagram, an, msg, th
Google Ads	Paid Search	google
TikTok	Paid Social	tiktok
Pinterest	Paid Social	pinterest
Snapchat	Paid Social	snapchat
Reddit	Paid Social	reddit
Bing	Paid Search	bing, microsoft
Axon (Applovin)	Display	applovin, axon
Criteo	Display	criteo
Taboola	Display	taboola
Outbrain	Display	outbrain

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Search engines

Engine	Channel Group	Recognized Sources	Recognized Domains
Google	Organic Search	google	google.com
Bing	Organic Search	bing	bing.com
Yahoo	Organic Search	yahoo	yahoo.com
DuckDuckGo	Organic Search	duckduckgo	duckduckgo.com
Baidu	Organic Search	baidu	baidu.com

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Social channels

Channel	Channel Group	Recognized Sources	Recognized Domains
Facebook	Organic Social	facebook, fb	facebook.com
Instagram	Organic Social	instagram, ig	instagram.com
Twitter	Organic Social	twitter	twitter.com, x.com
LinkedIn	Organic Social	linkedin	linkedin.com
TikTok	Organic Social	tiktok	tiktok.com
Reddit	Organic Social	reddit	reddit.com
Pinterest	Organic Social	pinterest	pinterest.com
YouTube	Organic Video	youtube	youtube.com

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Click ID recognition

Channel-specific click tracking parameters:

Click ID	Channel	Type
fbclid	Facebook	Paid/Organic Social
gclid, gad_source, gbraid, wbraid	Google	Paid/Organic Search
ttclid	TikTok	Paid Social
ScCid	Snapchat	Paid Social
epik	Pinterest	Paid Social
rdt_cid	Reddit	Paid Social
msclkid	Bing	Paid Search
_kx	Klaviyo	Email
mc_cid	Mailchimp	Email
awc	Awin	Affiliate
igshid	Instagram	Organic Social

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UTM medium-based classification

Medium	Channel Group	Notes
email, mail, newsletter	Email	Channel = utm_source value
sms	SMS
affiliate	Affiliate
display	Display
influencer	Influencer	Channel = utm_source value
shop_web	Shopping

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Related resources

• Session attribution
• Tracking parameters