What data Attributer captures

When a visitor first lands on your website, Attributer looks at a bunch of technical information about the visit (whether there were UTM parameters present, what the HTTP referrer is, what device they are on, etc) and categorises the visit into one of a handful of Channels (I.e. Paid Search, Paid Social, Organic Search, etc). You can read more about this categorisation process here.

Then, depending on what channel the visit is categorised into, the Channel Drilldown fields will be populated with related information about the visit.

So in essence, the Drilldown fields are populated differently depending on how the visitor arrived at the site.

The general idea is that each drilldown provides a further level of insight. Here’s an overview:

• Channel – The top level of information and will include the main category (I.e. Paid Search)
• Channel Drilldown 1 – The 2nd level of information that will include further detail (I.e. Name of Search Engine)
• Channel Drilldown 2 – The 3rd level of information that will include the next level of detail (I.e. Campaign Name)
• Channel Drilldown 3 – The 4th level of information that will include the finest level of detail (I.e. Ad Group Name)

How Drilldown fields are populated for each channel

Here are how the Drilldown fields are populated for each channel:

Channel = Organic Search

• Channel Drilldown 1 = The name of the search engine (I.e. Google)
• Channel Drilldown 2 = The domain of the search engine (I.e. www.google.com)
• Channel Drilldown 3 = The searched keyword, which is occasionally passed by the referring search engine. If no keyword data is passed, but the session is identified as coming from a search engine, it will show ‘None’.

Channel = Referral

• Channel Drilldown 1 = The referring domain, like salesnews.com.
• Channel Drilldown 2 = The specific URL on the domain that referred traffic to your website, like http://www.salesnews.com/blog/10-proposal-apps-reviewed (Note that certain browsers do not pass through the exact URL of the referring page, so sometimes this will just be the domain).
• Channel Drilldown 3 = None (this field is not used when the Channel is Referral)

Channel = Organic social

• Channel Drilldown 1 – If UTM parameters are present, then the value of ‘utm_source’ parameter will be captured. If UTM parameters are present but there is no value for ‘utm_source’ then this will be populated with ‘No Source’. If no UTM parameters are present, this will be populated with a normalised name of the social network (I.e. Facebook, Twitter, Instagram, LinkedIn, etc)
• Channel Drilldown 2 – If UTM parameters are present, then the value of the ‘utm_campaign’ parameter will be captured. If UTM parameters are present but there is no value for ‘utm_campaign’ then this will be populated ‘No Campaign’. If no UTM parameters are present, then this will be populated with ‘None’
• Channel Drilldown 3 – If UTM parameters are present, then the value of the ‘utm_term’ parameter will be captured. If UTM parameters are present but there is no value for ‘utm_term’ then this will be populated ‘No Terms. If no UTM parameters are present, then this will be populated with ‘None’

Channel = Email marketing

• Channel Drilldown 1 = Shows the source of the campaign (I.e.Salesmagazine.com.au’s Newsletter), which is set by the value of the ‘utm_source=’ tracking parameter. If no Source is present, but the session is identified as coming from an email, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the campaign name of the email, which is set using the value of the ‘utm_campaign’ tracking parameter. If no campaign is present, but the session is identified as coming from an email, it’s populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the key message of the email, which is set using the value of the ‘utm_term=’ tracking parameter. If no Term is present, but the session is identified as coming from an email, this is populated with ‘No Term’.

Channel = Paid search

• Channel Drilldown 1 = Shows the source of the campaign (I.e. Google), which is set using the value of the ‘utm_source=’ tracking parameter. If no Source is present, but the session is identified as coming from a paid search, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the campaign name the Ad belongs to (I.e. Integrations campaign), which is set using the value of the ‘utm_campaign=’ tracking parameter. If no campaign is present, but the session is identified as coming from an email, this is populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the name of the Ad Group that the Ad belongs to (I.e. Salesforce ad group), which is set using the value of the ‘utm_term=’ tracking parameter. If no Term is present, but the session is identified as coming from an email, this is populated with ‘No Term’.

Channel = Paid social

• Channel Drilldown 1 = Shows the source of the campaign (I.e. Facebook), which is set using the value of the ‘utm_source=’ tracking parameter. If no Source is present, but the session is identified as coming from paid social, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the campaign name the Ad belongs to (I.e. Cold Traffic campaign), which is set using the value of the ‘utm_campaign=’ tracking parameter. If no campaign is present, but the session is identified as coming from a paid social, this is populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the name of the Ad Group that the Ad belongs to (I.e. Agencies ad group), which is set using the value of the ‘utm_term=’ tracking parameter. If no Term is present, but the session is identified as coming from paid social, this is populated with ‘No Terms’.

Channel = Display

• Channel Drilldown 1 = Shows the source of the campaign (I.e. Google Display Network), which is set using the value of the ‘utm_source=’ tracking parameter. If no Source is present, but the session is identified as coming from display, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the campaign name the Ad belongs to (I.e. Agency campaign), which is set using the value of the ‘utm_campaign=’ tracking parameter. If no campaign is present, but the session is identified as coming from paid social, this is populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the name of the Ad Group that the Ad belongs to (I.e. Beautiful Proposals group), which is set using the value of the ‘utm_term=’ tracking parameter. If no Term is present, but the session is identified as coming from paid social, this is populated with ‘No Terms’.

Channel = Affiliates

• Channel Drilldown 1 = Shows the value of the ‘UTM_Source’ parameter. You can structure your UTM’s how you want, but you could potentially use this to highlight groupings of affiliates (I.e. marketers). If no Source is present, but the session is identified as coming from Affiliates, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the value of the ‘UTM_Campaign’ parameter. You can structure your UTM’s how you want, but you could potentially use this to record the exact affiliate that referred the lead. If no Campaign is present, but the session is identified as coming from Affiliates, this is populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the value of the ‘UTM_Term’ parameter. You can structure your UTM’s how you want, but you could potentially use this to record the channel the affiliate was using (I.e. twitter, email newsletter, etc). If no Term is present, but the session is identified as coming from Affiliates, this is populated with ‘No Term’.

Channel = Direct traffic

• Channel Drilldown 1 = None
• Channel Drilldown 2 = None
• Channel Drilldown 3 = None

There is no further information we can provide when the channel is Direct Traffic, as there are no UTM’s to pull data from and no referring domain to pass through.

Channel = Other Campaigns

• Channel Drilldown 1 = Shows the source of the campaign (I.e.Salesmagazine.com.au’s Newsletter), which is set by the value of the ‘utm_source=’ tracking parameter. If no Source is present, but the session is identified as coming from an email, this is populated with ‘No Source’.
• Channel Drilldown 2 = Shows the campaign name of the email, which is set using the value of the ‘utm_campaign’ tracking parameter. If no campaign is present, but the session is identified as coming from an email, it’s populated with ‘No Campaign’.
• Channel Drilldown 3 = Shows the key message of the email, which is set using the value of the ‘utm_term=’ tracking parameter. If no Term is present, but the session is identified as coming from an email, this is populated with ‘No Term’.

How the landing page fields are populated

In addition to the Channel information which outlines how people arrived at your site, Attributer also captures information on what content attracted them there. This is captured in two different fields:

• Landing Page – This is the first page they saw on your website. As an example, if the first page a user landed on was our blog on capturing UTM parameters in Salesforce then this field would be populated with ‘https://attributer.io/blog/capture-utm-parameters-salesforce’
• Landing Page Group – This is the grouping of content to which the first page they saw belongs to. It is derived from the first ‘sub-directory’ of the URL. So if the Landing Page was ‘https://attributer.io/blog/capture-utm-parameters-salesforce’ then the Landing Page Group would be ‘/blog’.

The idea of these two fields is that it allows you to look at how many leads and customers you generate from certain types of content on your site (I.e. your blog) as well as drill down into how each individual page or post is performing.