Media Channels

Media Channels are rule-based definitions of your website's traffic sources that let you monitor the performance of all of the channels sending traffic to your website. You can find descriptions and definitions of the channels in the tables below.

If your ads are tagged with network IDs, we will match your website activity to the media channel defined by the network.

Media Channels sent in by ad networks:

Network	Type from network	Media channel in Atrilyx
Facebook / Meta	SOCIAL	Paid Social
Tik Tok	SOCIAL	Paid Social
Linkedin	SOCIAL	Paid Social
Reddit	SOCIAL	Paid Social
Twitter / X	SOCIAL	Paid Social
Google Ads	DISCOVERY	Multi-Channel
Google Ads	DISPLAY	Display
Google Ads	PERFORMANCE_MAX	Multi-Channel
Google Ads	SEARCH	Paid Search
Google Ads	SHOPPING	Paid Shopping
Google Ads	SMART	Multi-Channel
Google Ads	VIDEO	Video
Microsoft Ads / Bing	Audience	Multi-Channel
Microsoft Ads / Bing	Search	Paid Search
Microsoft Ads / Bing	Shopping	Paid Shopping
Microsoft Ads / Bing	Native	Native
Programmatic Contextual	Programmatic	Programmatic
DV360	Programmatic	Programmatic
Ideal	OTT	OTT
Ideal	Audio	Audio
Ideal	Display	Display
Ideal	Video	Video
Taboola	Native	Native
The Trade Desk	Audio	Audio
The Trade Desk	Display	Display
The Trade Desk	Video	Video

If we cannot match the user in the log table to a network where media channel is defined, we will determine media channel from the UTMs and referrers.

Please see URL Tagging - Sources for a list of campaign sources

Additionally, via the utm_medum= / mtm_mediaum=, or pk_medium= url parameters

Channel mapping as below:

Paid or Organic Tactics	Channel	Definition
Paid	Paid Search	campaign_medium is one of: cpc, ppc, paidsearch OR campaign_source matches a campaign source code where the media channel is Search OR the campaign source matches an organic search source, but the utm campaign is defined
Paid	Paid Shopping	campaign_source containing pla or gp
Paid	Paid Social	campaign_medium is one of: social, social-network, social-media, sm ,social network, social media OR campaign_source matches a campaign source code where the media channel is Social
Paid	Display	campaign_medium is one of display, cpm, banner, dsp OR campaign_source matches a campaign source code where the media channel is = Display or Programmatic
Paid	Video	campaign_medium contains video, olv or campaign_source contains , youtube, vg, yt, youtube
Paid	OTT	campaign_medium contains , dtv, , ott or campaign_source contains hulu, samba, amazon, roku, blisspoint, tremor, tv, sa, , tv, to,
Paid	Audio	campaign_source contains ih, ra, rh, audio, radio, spotify, pandora, iheartRadio, Podsights, Audiology,ArtsAi
Paid	Email	campaign_medium exactly matches email OR campaign_source is em or email
Paid	Affiliates	campaign_medium exactly matches affiliate
Paid	Native	campaign_source is outbrain, taboola, apple news, verizon
Organic	Direct	campaign_source exactly matches direct or is NULL AND Medium is null OR campaign_medium exactly matches (none)/NULL ) and referer_name is blank or primary URL from matomo_site is in referrer_URL
Organic	Organic Search	campaign_medium exactly matches organic OR referer_URL is in this list - https://github.com/matomo-org/searchengine-and-social-list/blob/master/SearchEngines.yml OR referer_name is not null and the value is in the above list AND campaign_source & campaign_medium are NOT matched with any other rules in this list
Organic	Organic Social	referer_URL or referer_name is in this list https://github.com/matomo-org/searchengine-and-social-list/blob/master/Socials.yml
Organic	Referral	campaign_medium exactly matches referral OR referer_name is NOT blank and is not a search engine or social referrer and primary URL from matomo_site is not in referrer_URL
Organic	Other	campaign_medium is one of cpv,cpa,cpp,content-text
Organic	(unavailable)	Sessions don't match any channel description.

If you would like us to add your custom source or site to our channel list, please speak to your Atrilyx Client Services representative, and we will review the request, and see if we can add it to our list.