Traffic sources & campaigns

Ometra automatically works out where your visitors come from, and lets you measure specific marketing campaigns with standard UTM tags.

Channels

Every visit is grouped into a channel based on its referrer and campaign tags:

• Direct — no referrer
• Organic Search — search engines like Google or Bing
• Social — social networks
• Referral — links from other websites
• Paid Search and Paid Social — when tagged as paid (see UTM below)
• Email — email clients and tagged newsletter links
• AI — visits from AI assistants like ChatGPT and Claude

The Channels, Sources, and Campaigns tabs on the Sources card let you move from the big picture (channels) down to the specific site or campaign that sent the traffic.

Tracking campaigns with UTM tags

To measure a specific campaign, add UTM parameters to your links. Ometra reads them automatically — no extra setup:

https://yourdomain.com/?utm_source=newsletter&utm_medium=email&utm_campaign=july-launch

• utm_source — where the traffic comes from (e.g. newsletter, twitter)
• utm_medium — the type (e.g. email, cpc, social)
• utm_campaign — the campaign name (e.g. july-launch)
• utm_term and utm_content — optional, for keywords and A/B variants

Tagged visits appear under the Campaigns tab, and utm_medium values like cpc or paid are grouped into the Paid channels.

AI traffic

As more people discover sites through AI assistants, Ometra surfaces that traffic as its own AI channel — so you can see how much of your audience is arriving from tools like ChatGPT, Claude, Perplexity, and Gemini.

A tip on tagging

Only tag external links you control (ads, newsletters, social posts). Don't add UTM tags to internal links between your own pages — it restarts attribution and muddies your data.