Data source reference

The normalized traffic grouping — Direct, Paid Search, Paid Social, Organic Search, Organic Social, Email, Referral, or Campaign. This is derived, not a raw parameter: the engine classifies each visit from its click IDs, utm_medium, utm_source, and referrer (see the “How MTK Attribution categorizes” page for the exact rules).

The platform or site behind the visit — utm_source (title-cased) when present, otherwise inferred from the referrer domain (Google, Facebook, LinkedIn, …), otherwise “Direct”.

The raw utm_medium query value, exactly as passed (e.g. cpc, email, referral, paid_social). Channel is the grouping derived from it.

The utm_campaign query value.

The utm_term query value — Google Ads’ {keyword}.

The utm_content query value — Google Ads’ {creative}.

The utm_placement query value — the ad placement, when your tracking template passes it.

Legacy aliases: first.placement / last.placement — old tags keep resolving.

The landing-page path only — window.location.pathname (e.g. /pricing). No query string.

Legacy aliases: first.landing / last.landing — old tags keep resolving.

The first path segment of the landing-page path (e.g. “blog” for /blog/my-post) — groups landings by site section. A top-level page like /pricing yields “pricing”; empty only when the visitor lands on the homepage (/).

The landing-page query string — window.location.search (e.g. ?utm_source=google&utm_medium=cpc), including the leading “?”. Holds the raw UTMs and click-id params exactly as they arrived.

Legacy aliases: first.landing_query / last.landing_query.

The full referring URL of the visit that started the touch — document.referrer captured at the session’s first page. Empty on direct arrivals (typed URL, bookmark).

Google Ads click ID of the most recent PAID touch. Sticky — it survives any number of direct or organic sessions afterward, so a conversion weeks after the ad click still carries the gclid for offline conversion import. Empty when the journey never had a paid touch.

Google Ads click ID, read from the gclid URL query parameter.

Google’s iOS web-to-app click ID from the most recent PAID touch, kept for as long as the journey runs — the gbraid counterpart to last_paid.gclid.

Google’s iOS web-to-app click ID, from the gbraid URL query parameter.

Google’s iOS app-to-web click ID from the most recent PAID touch, kept for as long as the journey runs — the wbraid counterpart to last_paid.gclid.

Google’s iOS app-to-web click ID, from the wbraid URL query parameter.

Microsoft / Bing Ads click ID of the most recent PAID touch, kept for as long as the journey runs — for Microsoft offline conversion import.

Microsoft / Bing Ads click ID, from the msclkid URL query parameter. Its presence also classifies the visit as Paid Search / Bing.

Read live from the fbclid URL parameter on the current page. Also captured per-touch as first.fbclid / last.fbclid.

The fbclid of the most recent PAID Meta touch. Narrower than last.fbclid on purpose: Meta appends fbclid to organic links too, and a bare fbclid is classified Organic Social, so it never reaches this record. For Conversions API matching use mtk_fbclid (param:fbclid) and mtk_fbc (cookie:_fbc) instead.

TikTok click ID, from the ttclid URL parameter. Its presence classifies the visit as Paid Social / TikTok.

The ttclid of the most recent PAID TikTok touch, kept for as long as the journey runs.

Read live from the browser’s _fbc cookie — Meta’s click identifier, used for Conversions API matching.

Read live from the browser’s _fbp cookie — Meta’s browser / pixel identifier, used for Conversions API matching.

The full multi-touch journey as text, e.g. “Paid Social/Facebook > Organic Search/Google > Direct/Direct”. One entry per session.

Legacy alias: path.string — old tags keep resolving.

The same path as a JSON array — each entry carries the touch timestamp, channel, source, and campaign — for parsing downstream.

Legacy alias: path.json.

The number of sessions (touchpoints) recorded in the journey.

Legacy alias: path.count.

Every page load across the whole journey, all sessions.

Legacy alias: pageview_count.

The most recent PAID touch (Paid Search / Paid Social) as “channel/source”, e.g. “Paid Social/Facebook”. Sticky — kept outside the capped path, so it survives arbitrarily long journeys. Empty when the journey never had a paid touch. Individual dimensions: last_paid.channel, last_paid.source, last_paid.campaign; last_paid.time is that touch’s moment as Unix seconds for attribution-window math.

Legacy alias: last_paid.string — old tags keep resolving.

Last paid touch → submit, human-readable (e.g. “2d 6h”). Empty when the journey never had a paid touch.

Legacy alias: time_since_paid.

How many paid touches the journey had — “0” when none. The frequency picture behind a conversion.

First touch → now, human-readable (e.g. “12d 4h”). Handy for your own reporting.

Submit time as Unix seconds — drops straight into Meta CAPI event_time. Timezone-less by nature.

Legacy alias: conversion_timestamp.

Submit time as “yyyy-MM-dd HH:mm:ss±HH:mm” — the format Google Ads offline conversion import expects. Rendered in the license's configured timezone when set (offset included either way).

Submit time in the shape configured under “Custom conversion time” — MM/DD/YYYY or DD/MM/YYYY (month-name and hours/minutes/seconds toggles), Unix seconds, or the Google datetime format, with an optional per-field timezone override. Built for CRM and spreadsheet imports.

The path of the page the form was submitted on, without the query string — resolved at submit, so it's the conversion page rather than the landing page.

The page the form was submitted on, as origin + path — no query string, since the landing-page, UTM, and click-ID fields already carry the parameters. Resolved at submit, so it's the conversion page rather than the landing page.

The title of the page the form was submitted on, as the browser tab shows it.

The raw document.referrer string for the current page.

Every OTHER mapped field, resolved and joined into one “name: value | name: value” string — for CRMs that only give you a single field. Empty values are skipped, and a field mapped to the summary itself is excluded.

Legacy alias: summary.

Reads any live URL query parameter on the current page, e.g. param:gclid or param:utm_id.

Reads any browser cookie by name, e.g. cookie:_ga.

Reads a key from the GTM dataLayer (most recent value wins).

Always resolves to the fixed literal you specify, e.g. const:paid_media.

The conversion moment, formatted your way for a CRM field — e.g. datetime:MM/dd/yyyy hh:mm a → “08/06/2026 09:14 AM”. Tokens: yyyy yy MMM MM dd HH hh mm ss a; everything else passes through. Rendered in the license's configured timezone (else the visitor's clock). For Meta CAPI or Google offline import, use conversion_unix / conversion_datetime instead — those are purpose-built payloads.

Calls a resolver function registered on the tag — for values none of the built-ins cover.