> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/understanding-your-data/understanding-channels-data.md).

# Understanding Channels Data

The Channels tab in Humblytics Analytics breaks down your traffic by acquisition channel, helping you understand how visitors find your website. This data is essential for evaluating your marketing efforts and optimizing your traffic sources.

**Accessing Channels Data**

1. Log in to your Humblytics account and select your site.
2. Click **Analytics** in the sidebar under **Analyze**.
3. Click the **Channels** tab in the top navigation.

**Summary Metrics**

At the top of the page, you'll see:

* **Sessions** — Total sessions from all channels
* **Channels** — Number of distinct traffic channels (e.g., Direct, Organic Search, Paid Search, Social, Referral, Email)
* **Referrals** — Number of distinct referral sources
* **Sources** — Number of distinct UTM sources
* **Top Channel** — The channel driving the most traffic

**Donut Chart**

A visual donut chart displays the distribution of visitors by channel. Each segment shows the percentage share, helping you quickly identify your dominant traffic sources.

**Sub-Tabs**

The Channels page has five sub-tabs, each with a searchable table:

* **Channels** — Groups traffic into standard categories: Direct, Organic Search, Paid Search, Social, Referral, Email. Shows sessions and share percentage.
* **Referrals** — Lists individual referring domains (e.g., google.com, facebook.com, linkedin.com). Shows which websites send you the most traffic.
* **Sources** — Shows traffic grouped by UTM source parameter (e.g., google, newsletter, facebook). Useful for tracking campaign-level attribution.
* **Campaigns** — Breaks down traffic by UTM campaign parameter. Helps you measure the effectiveness of specific marketing campaigns.
* **Mediums** — Groups traffic by UTM medium parameter (e.g., cpc, email, social, organic). Shows how different marketing mediums perform.

Each table includes:

* A **search bar** to filter results
* **Sessions** column showing the session count
* **Share** column showing the percentage with a visual bar

**Using Channels Data**

Channel analytics help you:

* **Evaluate marketing ROI** — See which channels drive the most traffic and conversions
* **Optimize budget allocation** — Shift spend toward high-performing channels
* **Track campaign performance** — Use UTM parameters to measure specific campaign effectiveness
* **Identify growth opportunities** — Discover underutilized channels that could drive more traffic

For detailed guidance on setting up UTM parameters, see [Campaign Tracking with UTM Links](/campaign-tracking-with-utm-links.md).


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