> 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

See how people find your site: search, social, other websites, email, ads, or typing your URL directly.

Go to **Observe → Analytics → More → Channels**.

<mark style="background-color:pink;">ADD GIF HERE</mark>

## Summary metrics

| Metric              | What it means                                       |
| ------------------- | --------------------------------------------------- |
| **Unique Visitors** | Different people in the selected dates.             |
| **Total Views**     | Every page load.                                    |
| **Channels**        | How many channel types sent traffic.                |
| **Referrals**       | How many different websites linked visitors to you. |
| **Sources**         | How many different UTM sources were used.           |
| **Top Channel**     | The channel that sent the most visitors.            |

A donut chart shows your channel mix.

## What each channel means

| Channel            | Where the visitor came from                                                 |
| ------------------ | --------------------------------------------------------------------------- |
| **Direct**         | Typed your URL, used a bookmark, or came from a link with no referrer data. |
| **Organic Search** | Unpaid search results on Google, Bing, and others.                          |
| **Paid Search**    | Search ads.                                                                 |
| **Social**         | Social networks such as LinkedIn, X, or Facebook.                           |
| **Referral**       | A link on another website.                                                  |
| **Email**          | A link in an email.                                                         |

## Tabs

* **Channels:** the categories above.
* **Referrals:** the exact websites that sent visitors, such as `google.com` or `linkedin.com`.
* **Sources:** the `utm_source` on your links, such as `newsletter` or `facebook`.
* **Campaigns:** the `utm_campaign` on your links, such as `spring-sale`.
* **Mediums:** the `utm_medium` on your links, such as `email` or `cpc`.

Each table shows **Unique Visitors** and **Share**, with a search bar.

{% hint style="info" %}
**Sources, Campaigns, and Mediums only fill in when your links have UTM tags.** UTM tags are labels you add to the end of a link, such as `?utm_source=newsletter`, so Humblytics knows where the click came from. Build them with the [UTM link generator](/campaign-tracking-with-utm-links.md).
{% endhint %}

## What to do with it

* **Find what's working.** Compare channels by visitors here, then by revenue in [Attribution](/understanding-your-data/understanding-attribution.md).
* **Check your campaigns.** Filter by campaign to see whether a launch or newsletter actually drove visits.