How Oribi Identifies Channels

In order to identify which channel a visitor to your site came from, Oribi will first look for a referrer—the URL of the page that sent the visitor to your website. So, if a visitor came to your site after clicking on a YouTube ad, you’ll see “YouTube” listed as the channel.
Sometimes a visitor may type your website URL directly into the browser. Or, perhaps they’ve favorited your website and arrive by clicking a bookmark. In both of these scenarios, there is no referring site, and Oribi will display the channel as Direct.
However, there are also cases when there is a referring site, but the referrer URL is not available. For example, many email sites (such as Gmail, among others) remove the referrer URL. In cases where no referrer is found, Oribi will look at several other parameters:
  • Specific phrases for UTM sources, mediums, and campaigns
    When Oribi is unable to identify a visitor’s referrer, it will search for specific phrases in the source, medium, and campaign fields of the referring UTM to identify which channel the visitor came from. 

    Keeping these phrases in mind when creating your UTMs will help to ensure that your channels are credited appropriately—especially in your email marketing. Please note that, while using the following phrases can aid Oribi in identifying a referring channel, Oribi will still display all your UTMs, which you can see in the UTMs view, below referrers, in your Oribi account.

    CHANNELUTM SOURCEUTM MEDIUMUTM CAMPAIGN
    YouTubecontains: youtube
    Yahoocontains: yahoo / geminicontains: yahoo / gemini
    Twittercontains: twittercontains: twitter
    Tiktokcontains: tiktok / musicallycontains: tiktok / musicallycontains: tiktok / musically
    Snapchatcontains: snapchatcontains: snapchat
    Pinterestcontains: pinterestcontains: pinterest
    Instagramcontains: instagram
    Google Paidcontains: google / dfa / dbm / adwordscontains: cpc / ppc / paidsearch / search / cpm / display / banner / video / listing
    Facebookcontains: facebookcontains: facebook
    Email Marketing contains: email / newslettercontains: email / mail / e-mail / newsletter
    Bingcontains: bingcontains: bing
    CHANNEL
    YouTube
    UTM SOURCE
    contains: youtube

    CHANNEL
    Yahoo
    UTM SOURCE
    contains: yahoo / gemini
    UTM MEDIUM
    contains: yahoo / gemini

    CHANNEL
    Twitter
    UTM SOURCE
    contains: twitter
    UTM MEDIUM
    contains: twitter

    CHANNEL
    Tiktok
    UTM SOURCE
    contains: tiktok / musically
    UTM MEDIUM
    contains: tiktok / musically
    UTM CAMPAIGN
    contains: tiktok / musically

    CHANNEL
    Snapchat
    UTM SOURCE
    contains: snapchat
    UTM MEDIUM
    contains: snapchat

    CHANNEL
    Pinterest
    UTM SOURCE
    contains: pinterest
    UTM MEDIUM
    contains: pinterest

    CHANNEL
    Instagram
    UTM SOURCE
    contains: instagram

    CHANNEL
    Google Paid
    UTM SOURCE
    contains: google / dfa / dbm / adwords
    UTM MEDIUM
    contains: cpc / ppc / paidsearch / search / cpm / display / banner / video / listing

    CHANNEL
    Facebook
    UTM SOURCE
    contains: facebook
    UTM MEDIUM
    contains: facebook

    CHANNEL
    Email Marketing
    UTM SOURCE
    contains: email / newsletter
    UTM MEDIUM
    contains: email / mail / e-mail / newsletter

    CHANNEL
    Bing
    UTM SOURCE
    contains: bing
    UTM MEDIUM
    contains: bing

  • Specific in-app browsers
    Sometimes, when a user clicks your ad while scrolling through an app (such as Instagram or Facebook), your website may open on a browser within the app. In this case, Oribi will use the in-app browser to identify the referring channel.
  • Specific ad IDs
    This is the last parameter Oribi looks at when determining a referring channel. Some ad networks define their own ad identifiers, which Oribi can detect. For example, as the “gclid” ID signifies that the visitor came via Google Paid, Oribi will display “Google Paid” as the referring channel.