After you have properly installed Attribution App's tracking snippet you will begin to start tracking visitors on your dashboard. Filters & Channels can be used to segment these visitors by campaign, utm_parameter, or ad platform.

Attribution app will automatically pull in ad campaigns & channels from the following partners and more: 

  1. Facebook
  2. Google Ads
  3. Ad Roll
  4. LinkedIn
  5. Twitter
  6. Bing
  7. FriendBuy
  8. Quora

What is a channel?

A channel can be any platform you advertise on, some common examples are Facebook, Google Ads, and LinkedIn, but you are also welcome to build channels for offline events, email campaigns, or webinars. 

Channels will appear on your dashboard and can be populated with filters. 

How to create a custom channel.

You are welcome to create additional channels by clicking the 'channel' button towards the top left of your screen. Once that is complete you can name your new channel by clicking the pen icon to the right. You can then drag and drop your desired filters into this channel. 

What is a filter?

Filters can be used to segment visitors on your dashboard. Filters can be created based on things like utm parameter and referring domain. 

Attribution app will automatically pull in campaigns as filters from any integrated ad platform that allows automatic tagging like Google, Linkedin, and Facebook. 

For example, if you ran "Spring Campaign" and "Fall Campaign" in Google Ads you'd see these campaigns appear as individual filters within your single Google Ads channel on your dashboard. 

Creating custom filters. 

You can create a filter by clicking the 'filter' button to the top left of your screen. 

You will then need to choose a parameter to filter your visitors. Filters can be created with any of the following parameters: 

  1. UTM parameters like utm_source, utm_medium, utm_campaign 
  2. Referring host's like or
  3. Previously visited domains like
  4. Organic, which are from domains with no utm_parameters 

In the example below I will create a filter using the utm_source parameter. I'll make the name "Reddit' and filter by the utm parameter, utm_source=Reddit and save. 

I'll then see this appear on my dashboard as "Reddit" 

Click the orange 'refresh now' button to the top right of your screen to rebuild your dashboard with this new filter. 

Default Filters

Attribution app will include some default filters on your dashboard that you should be aware of. 

Direct Traffic
Attribution filters visitors into the Direct Traffic segment by looking at the referring URL, and determining if there are any parameters that match current filters. If there are no parameters that match any filters, and no referrer, then we will segment the visit into the Direct Traffic filter.

  1. Type-In TrafficType in traffic is when someone simply types in your URL from memory and visits your site. It is truly the only real "direct" way for them to get there.
  2. Bookmark TrafficIf a user has your site bookmarked, no referrer information will be provided in the request.
  3. Email TrafficEmails with links to your site will not be tracked back to the email if you do not include tracking parameters. You should always provide tracking parameters in the links you include in your emails.
  4. Document Link TrafficIf you have links to your site embedded in a document such as Microsoft Word, or a PDF, there will be no referrer and therefore the visit will be segmented into Direct Traffic unless you include tracking parameters.
  5. Secure to Non-Secure Site LinkingIf your site is insecure (http) and the visit is from a secure site (https) the referrer will not be passed from the secure site and the visit will look like Direct Traffic.

Any visits that are not being captured by one of your filters will be considered 'unsegmented.' To see the parameters or domains related to these visits you can click on 'tagged' or 'referral' and be redirected to the channel builder. 

Unattributed traffic refers to any recorded event that cannot be sourced to a proceeding visit, thus it cannot be attributed to any specific channel in your dashboard. 

Unattributed traffic can often occur due to the following:

  • Before connecting Attribution you may have had already existing users and your site may already be sending events for these users, however since these users existed prior to installing the Attribution snippet their events will have appeared prior to their recorded visits in Attribution. This is common situation when a user rarely visit your site but events are firing for user, these are typically server-side events.
  • Tracking event before the page view. Sometimes your code can look like the following:

While technically this code is correct, there may be split seconds prior before the two functions are fired. To correct this, you should always call the page() function prior to calling the track() function, see the code below as a proper example: 

This proper set up is especially important when a visitor is coming to your site for the first time. 

Finally, it is important to note the following causes for unattributed traffic: 

  • Ad-blockers. Most ad-blockers can block Attribution (or Segment) page views and identify, but your server-side events they cannot block. This would mean that a event is recorded like a page view from the server side, but there is no proceeding visit resulting in unattributed traffic. 
  • Other issues, mostly technical or incorrectly setup snippet. If you see significant amount of events hitting unattributed traffic filter, please contact us to verify your installation.

Raw Traffic
As a auditing feature raw traffic will show all the data sent to Attribution app in the selected date range. Please be aware that this data data that has not been processed by the Attribution App model and may be slightly different then your modeled dashboard data. 

Thanks for reading, if you've made it this far you'll probably be a master of filters in no time, but don't be shy if you have some questions, concerns or comments please feel free to reach out to

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