Out-of-the-box, Heap provides Marketing Channel and Initial Marketing Channel properties to help jumpstart your analysis. These two properties utilize the UTM Medium, UTM Source, and Referrer properties, as well as the Initial UTM Medium, Initial UTM Source, and Initial Referrer properties to effectively classify traffic.
The default conditions for these two properties may not align exactly with how you define a specific marketing channel or may not encompass all of your marketing channels. You can customize these properties to meet your needs by updating them in Heap.
We highly recommend reviewing your Marketing Channel and Initial Marketing Channel properties regularly to ensure all traffic is classified appropriately. To audit the Marketing Channel property, set up a chart for a count of sessions grouped by Marketing Channel, UTM Medium, UTM Source and Referrer.
This allows you to see if any cases or conditions should be added to the conditional defined properties. For example, the results might help us decide to revisit our Paid Search condition in the Marketing Channel property to ensure any sessions with a UTM Medium of cpc or remarketing are classified as Paid Search.
A similar chart can be created to audit the Initial Marketing Channel property grouping by the Initial UTM Medium, Initial UTM Source, and Initial Referrer properties.