Media & Publishing / Audience
Paid vs Organic Traffic Mix ~ (aliases: traffic source mix, channel mix, referrer split, organic share)
Where the audience comes from, search, social, direct, referral, paid, and how much of it the publisher earns versus buys.
The fork, why two teams get different numbers
Channel classification is a rulebook, and the rulebook forks.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: web-analytics channel-grouping convention e.g. GA-style default groupings (reference); IAB traffic-source measurement practice (no single standards body)