A traffic channel is the grouping used to describe where visitors come from: organic search, paid social, direct, referral, email, and so on. Grouping raw referrer data into channels makes it possible to compare acquisition sources at a glance.

Examples

• A visitor arriving from a Google search is classified under the organic search channel.

• A wallet connect that follows a click from a Twitter/X post is attributed to the social channel.

• A team compares deposit volume by traffic channel to decide where to invest marketing spend.

FAQs

What’s the difference between a traffic channel and a referrer?

A referrer is the specific source (a URL or app); a channel is the broader category that source is grouped into.

How many traffic channels are there?

Definitions vary, but common channels include direct, organic search, social, referral, email, and paid.

Can wallet activity be grouped by traffic channel?

Yes. Formo maps onchain conversions back to the traffic channel that originally drove the wallet to the app.