Marketing analytics & search queries

Channel, UTM, and campaign performance, plus Search Console keywords.

Web analytics

Marketing groups sessions by channel (organic, paid, social, referral, direct, email) and by the individual UTM parameters and campaigns you're running, so you can compare volume and downstream conversion across everything you're actively promoting.

How a channel is decided

Channels are resolved from ad click IDs first (gclid, msclkid and friends), then UTM tags, then the referrer. Click IDs matter because auto-tagged ad traffic often carries no UTMs at all — without them a paid click looks identical to direct traffic.

fbclid is stamped on organic Facebook and Instagram links too, so it establishes the platform but never that money was spent. Don't read fbclid traffic as paid.

Search queries

The Search queries tab shows what people actually typed into Google. That data cannot come from the browser — engines have stripped the search term from the referrer since 2011-2013 and now send Referrer-Policy: origin — so it comes from your own Search Console property, which you connect from that tab.

Because Search Console reports per page rather than per visitor, queries join to landing pages and can never be attributed to an individual session. Any tool claiming per-session keywords is guessing.

Related

Pro

Attribution

Which channel, campaign, or referrer actually drove a conversion.

Web analytics

Pages, landing pages, exit pages, and traffic sources at a glance.

Business

AI visibility

Which AI assistants read your site, and how often they send you traffic.

Still have a question?

Support is included on every plan, including Free. Tell us what you're trying to do and we'll point you at the right page — or fix the docs.

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