- Channel: the top-level source of the visit (Google, Facebook, Direct)
- Campaign: the campaign the user clicked before landing on your site
- Adset: the adset within the campaign
- Ad: the specific ad they clicked
For a more general introduction into attribution in Converge, read this.
Channel
A channel is the broadest source category. It helps you see which traffic source of your marketing is performing best.Channel attribution
To attribute a session to a channel Converge roughly follows the following process:- Look for known click IDs in the landing page URL (e.g.
gclid
,fbclid
,_kx
) - Look for cvg_source or utm_source values in the landing page URL (
cvg_source
is prioritized)- If it matches a known platform (e.g.
facebook
,google
,klaviyo
) - If it matches a generic source name (e.g.
email
,newsletter
,sms
)
- If it matches a known platform (e.g.
- Check the referrer against known domains (e.g.
www.google.com
,www.facebook.com
)
- Campaign: sessions tagged with click IDs or with cvg_source or utm_source tags set.
(e.g.Google
,Facebook
,Klaviyo
,TikTok
) - Organic Search: sessions from known search engines through unpaid results.
(e.g.Google
,Bing
,Yahoo!
) - Organic Social: sessions from known social networks through unpaid posts.
(e.g.Facebook
,Instagram
,TikTok
) - Organic Referral: sessions from unknown websites through a standard link.
- Direct: sessions that could not be attributed to any channel
Events without sessions
Sometimes Converge receives a server-side event that can’t be matched to a web session. For example, if a user completes a purchase and your store sends aPlaced Order
from your server, but the user web
session was not tracked because an ad blocker was used.
In that case, Converge still tries to attribute the event to a channel:
- If available, use metadata from the event itself. (e.g.
Recurring subscriptions
,Shopify
) - If nothing else is available, fall back to
(no value)
.
Campaign, Adset, Ad
Below the channel level, Converge will try to attribute a session to a specific campaign, ad set, or ad the user clicked on before visiting your website. To attribute a session to a campaign, Converge follows this process:- Look for cvg_cid or cvg_adid in the landing page url. (containing the ID from the campaign and ad clicked on by the user)
- Look for utm_campaign in the landing page url.
Converge relies on tracking parameters and Marketing Sources to correctly attribute a session to a campaign, ad set, or ad.