What MTK Attribution captures

The normalized traffic bucket — the highest-level answer to “where did this lead come from?”. Derived from click IDs, UTMs, and the referrer (see the classification rules for the exact logic).

Example values: Paid Search, Paid Social, Organic Search, Organic Social, Email, Referral, Campaign, Direct

The platform or site behind the visit — from utm_sourcewhen the visit was tagged (normalized to canonical platform names by default, so Meta's fb/ig arrive as Facebook/Instagram and paid search reads Google Ads — or verbatim, per license), otherwise recognized from the referrer, otherwise the referring domain itself. Direct when there was no referrer at all.

Example values: Google Ads, Facebook, Instagram, Google, Twitter/X, partnersite.com, Direct

The raw utm_medium value exactly as it arrived on the landing URL. Channel is the clean grouping derived from it — medium preserves what the link actually said.

Example values: cpc, paid_social, email, referral

The utm_campaign value — the campaign name or ID your tracking template passed.

Example values: spring-sale-2026, 21837465120

The utm_term value. With the recommended Google Ads template this is the bidded keyword ({keyword}).

Example values: emergency roof repair, crm software

The utm_content value — typically the ad or creative identifier ({creative} on Google, {{ad.name}} on Meta).

Example values: 705912348811, video-testimonial-v2

The utm_placement value — where the ad showed, when your template passes it (e.g. {{placement}} on Meta).

Example values: Instagram_Stories, facebook_feed, g

The path of the first page of the session — no domain, no query string.

Example values: /blog/how-to-winterize-your-roof, /pricing, /

The first URL path segment of the landing page — collapses hundreds of landing paths into the section of the site the visitor entered through. Empty only for homepage landings.

Example values: blog, services, pricing

The landing page's full query string, leading ? included — the raw UTMs and click IDs exactly as they arrived, useful for auditing what a link really carried.

Example values: ?utm_source=google&utm_medium=cpc&gclid=Cj0K…

The gclid from the last paidtouch — pairs with Google Ads offline conversion import. Sticky, so a lead who clicked the ad and came back direct weeks later still carries the ID that earned the credit.

Example values: Cj0KCQjw…

Google's privacy-preserving iOS click IDs (gbraid web-to-app, wbraid app-to-web) — present instead of a gclid on much iOS traffic. Kept from the last paid touch, same as the gclid.

Example values: 0AAAAA…

The msclkid from Microsoft / Bing Ads, kept from the last paid touch. Its presence alone classifies the visit as Paid Search / Bing.

Example values: a1b2c3…

The live fbclidURL parameter and Meta's _fbc / _fbp cookies — the match keys Meta Conversions API wants with an offline or server-side event.

Example values: IwAR2…, fb.1.1723…, fb.1.1698…

The whole journey as a readable string — one entry per session, oldest first. The single best field for understanding multi-touch leads at a glance.

Example values: Paid Social/Facebook > Organic Search/Google > Direct/Direct

The same journey as a JSON array (timestamp, channel, source, campaign per touch) for parsing downstream.

Example values: [{"t":1722946…,"channel":"Paid Social",…}]

How many sessions (touchpoints) the visitor made before converting.

Example values: 1, 4

Total pages viewed across all of those sessions.

Example values: 3, 27

The full referring URL of the visit that started the journey (first) and the converting session (last). Empty on direct arrivals.

Example values: https://www.google.com/

The most recent paidtouchpoint (Paid Search or Paid Social) anywhere in the journey — sticky, so it survives even journeys long enough to rotate old touches out. A lead that converted on a Direct visit still shows the ad that influenced it. Empty when the journey never had a paid touch — making “non-empty” a one-filter test for ad-influenced leads.

Example values: Paid Social/Facebook, Paid Search/Google Ads

How long before conversion that last paid click happened — e.g. the lead converted two days after the ad. Compare against a platform's attribution window to argue influence the platform no longer counts.

Example values: 2d 6h, 14m

How many paid touches the whole journey had — the frequency picture behind a conversion (three ad clicks before converting reads very differently than one).

Example values: 0, 1, 3

First touch → submit, human-readable. How long the lead took to decide.

Example values: 12d 4h, 3h 41m, 6m

Submit time as Unix seconds (drops straight into Meta CAPI event_time) and as yyyy-MM-dd HH:mm:ss±HH:mm (the format Google Ads offline conversion import expects).

Example values: 1754462096, 2026-08-06 09:14:56-04:00

Submit time shaped for the client's CRM or spreadsheet — the format (US, international, Unix, or Google-style), month name, hours/minutes/seconds, and an optional timezone override are all configured per license in the dashboard.

Example values: 08/06/2026 09:14, 6 Aug 2026, 1754462096

Every other captured field rolled into one name: value | name: value string — for CRMs that only give you a single field to work with. Empty values are skipped.

Example values: mtk_first_channel: Paid Social | mtk_first_source: Facebook | mtk_last_channel: Organic Search | …