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