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The platform (or vendor) where the traffic originates, like Facebook or your email newsletter.
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You can use this to identify the medium like Cost Per Click (CPC), social media, affiliate or QR code.
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This is just to identify your campaign. Like your website or a specific product promotion.
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Facebook Ads and organic clicks create a unique id that is passed to your site for tracking purposes. Can be used in conjunction with Facebook server API.
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If you’re A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL.
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You’ll use this mainly for tracking your keywords during a paid Google Ads campaign. You can also use it in your display ad campaigns to identify aspects of your audience.
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Google creates a unique id that is passed when a visitor comes from a clicked ad.
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The content site where your ad was clicked (for keyword-targeted campaigns), or the matching placement targeting criteria for the site where your ad was clicked (for placement-targeted campaigns).
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The network source of the traffic from Google.
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The keyword matching from the ad displayed on Google.
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URL of the initial referrer.
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URL of the last referrer.