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Session attribution is how Converge determines where a visit to your site came from. The end result is a session that has been attributed at the following levels:
  • Channel group: the broad type of traffic source (e.g., Paid Social, Organic Search, Email, Direct)
  • Channel: the specific platform or source within a channel group (e.g., Google, Facebook)
  • 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.

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Channel group and channel

Channel group and channel are the broadest source categories. It helps you see which traffic source of your marketing is performing best. In a broad sense, Converge will classify the session into a channel group and channel based on the landing page URL, referrer, and certain click IDs or tracking parameters. For example, a session with a landing page URL that contains a gclid parameter will be classified with a channel group of Paid Search and a channel of Google.
For more details on how Converge classifies sessions into channel groups and channels, read this.

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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 a Placed Order event from your server, but the user’s web session was not tracked because an ad blocker was used. In that case, Converge still tries to attribute the event to a channel:
  1. If available, use metadata from the event itself. (e.g. Recurring subscriptions, Shopify)
  2. If nothing else is available, fall back to (no value).

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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:
  1. 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)
  2. Look for utm_campaign in the landing page url.
If Converge can’t find any of these values, the sessions won’t be attributed to a campaign, ad set, or ad and will be shown as (No campaign name), (No ad set name), or (No ad) respectively.
Converge relies on tracking parameters
 and Marketing Sources
 to correctly attribute a session to a campaign, ad set, or ad.