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70% of my traffic says direct and i am running three channels - how do i tell them apart

The self-report answers are worth having but do not treat them as truth. People genuinely cannot remember where they first heard about something - anyone who searched your name after seeing it somewhere will say search, and you will cheerfully invest in the wrong channel.

Use both. First-touch source in a cookie at first visit, carried through to signup, plus the survey question. Where they disagree is interesting rather than annoying: it usually means the channel that gets credit is where they looked you up, and the channel that gets remembered is where they were persuaded.

47 · in/funnel-metrics ·