Every visit arrives with a name attached

The traffic nobody else labels

An assistant recommends your product. The customer clicks. Your analytics records “direct” and the recommendation disappears from your reporting.

• Five assistants named on sight — ChatGPT, Perplexity, Gemini, Claude and Copilot, matched on their own domains rather than a keyword guess.
• Compare them against paid. Assistant traffic tends to arrive later in the decision and behave differently. You will see that in the sessions, not in a whitepaper.
• Watch the share move. As buyers shift towards asking rather than searching, the only way to know what it is worth to you is to have been measuring it.

Read from the click, not from a tag

Every major ad platform stamps its own identifier onto the destination address. Whence reads that identifier, so attribution survives a campaign someone forgot to tag.

• Seven platforms by click identifier — Google, Microsoft, Meta, TikTok, Pinterest, Snapchat and LinkedIn.
• UTM tags as a fallback, for anything tagged by hand.
• No silent guessing. An unrecognised paid source is labelled as such rather than folded into a neighbour.

The ordinary sources, still named properly

Organic search separated by engine. Social separated by network. Referrals kept as themselves rather than collapsed into one heap.

• Search — Google, Bing, DuckDuckGo and Yahoo, each on its own line.
• Social — Instagram, Facebook, TikTok and X, distinguished from their paid counterparts.
• Direct means direct. Because everything else has been identified first, what is left is genuinely unattributed rather than a dumping ground.

The order of decision

Attribution is not a model you configure. It is a fixed order of checks, applied on arrival, and you can read it here in full.

• An advertising click identifier wins. If the platform stamped the link, that is the source, whatever the referrer says.
• Then paid UTM tags, when the medium says the visit was bought.
• Then the referring domain, matched against assistants, engines and networks.
• Otherwise, direct.

The decision is made once, on the first fragment of the session, and the server ignores later attempts to change it. A visit cannot be re-attributed halfway through by an internal link.