Direct traffic
Website visits where users navigate directly to a brand's site, often influenced by awareness campaigns.
More Channels terms
Branded search
Search queries that include a brand's name, often driven by upper-funnel awareness activity.
Impressions
The number of times an ad is shown to users.
Organic traffic
Website visitors who arrive through unpaid search results.
Paid media
Advertising placements a brand pays for, such as Meta ads, Google ads, or CTV.
Prospecting campaigns
Ads targeted at new potential customers who haven't interacted with a brand before.