Channel Definitions Channel Definitions

Channel Definitions

Sage Sage

Below are the UTM Medium definitions used across the Full Throttle platform. This structure is necessary to ensure the type of traffic is correctly represented in Analytics. In the event these definitions evolve as the landscape changes, we will provide the most recent definitions below.


Our channel definitions are not case sensitive.

Channel utm_medium=
Social social, social-network, social-media, sm, social network, social media
Email email
Referral referral
Pay Per Click cpc, ppc, paidsearch
Digital Media display, cpm, banner
Other Advertising affiliate, cpv, cpa, cpp, content-text, [blank or problems]
Google My Business organic
Organic/Direct direct URL traffic entry or organic entry with no UTM tags


Our Channel Definitions mirror the industry standard of web traffic analytics. It’s exactly how Google uses default channel definitions, so we’re all using the UTM Medium the same way.