Understanding Channel Metrics

Understand your channel metrics when viewing your analytics in the CMP. 

To view your metrics by channel, navigate to the analytics section of the CMP accessed in the left sidebar.

You'll see an option in the analytics line graph to view your metrics by channel.


Referral Traffic is when a visitor follows a link from one website to another, the site of origin is considered the referrer. These sites can be search engines, social media, blogs, or other websites that have a link to another website for visitors to follow. 

  • Links that have been tagged with campaign variables won't show up as [referral] unless they happen to have been tagged with utm_medium=referral.


Direct Traffic is one of the most common sources of visits to your website. These can be visitors who clicked on links from their bookmarks/favorites, untagged links within emails, links from documents that don't include tracking variables (e.g. PDFs or Word documents), or manually entered the URL of the website. 

  • In many cases, direct traffic can be due to internal employees logging onto your company's website. To keep the data clean, be sure to filter out internal IP addresses, so that employee traffic is not counted towards traffic numbers.


Organic Traffic is what most marketers strive to increase. This traffic is defined as visitors coming from a search engine, such as Google or Bing. 

  • Paid search ads are not counted in this category. Only unpaid search listings are included.
  • Organic traffic deals directly with SEO.  The better you are ranking for competitive keywords, the more organic traffic will result.  Websites that produce content consistently will see a steady increase in organic search traffic and improved positioning in the search results.  As a marketer, it is important to look at your keywords and identify new ranking opportunities each month.  These should guide your content marketing efforts.
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