Getting started
How does Madlitics organize marketing campaigns?
After categorizing visitors into channels, go deeper with multi-level segmentation for platform, campaign, and creative insights.
Madlitics captures and organizes visitor data to help you understand exactly how people arrive on your site and interact with your marketing efforts. By automatically categorizing each visit into a marketing channel, Madlitics provides structured insights that allow you to make informed, data-driven decisions.
When someone visits your website — whether from a Google search, paid ad, or social media link—Madlitics determines the source and assigns it to a marketing channel such as Paid Search, Organic Social, or Email. But beyond just labeling visits, Madlitics goes deeper by structuring data into multiple levels of segmentation.
Each visit is assigned a Channel, which serves as the top-level category, followed by more detailed Segment levels that provide increasing levels of granularity. Here’s how it works:
Channel: The main category of the visit (e.g., Paid Search)
Segment 1: Additional details about the visit (e.g., Search Engine Name)
Segment 2: A more specific level of insight (e.g., Campaign Name)
Segment 3: Further refinement of the visit's context (e.g., Ad Group Name)
Segment 4: The most specific level of categorization (e.g., Ad Variation or CTA)
By structuring visitor data in this way, Madlitics ensures that you can trace exactly where each lead is coming from and what marketing efforts are driving meaningful interactions.
Madlitics uses fields (Channel, Segment 1, Segment 2, etc.) to automatically organize marketing attribution data based on how visitors reach your site, by pulling from UTM parameters and/or referrers for consistent, granular tracking across channels. This lets you analyze performance at multiple levels (e.g., broad source vs. specific creative) without manual tagging or spreadsheets, so every lead submission carries the full context straight to your CRM. Here’s how Madlitics populates these fields for common channels.
🔍 Paid Search
When a visitor arrives after clicking a search engine ad.
Channel -> Paid Search Segment 1 (utm_source) -> the paid search platform or search engine: google, bing, duckduckgo
Segment 2 (utm_campaign) -> the specific paid search campaign: spring_sale_campaign, brand_awareness
Segment 3 (utm_term) -> the keyword or targeting: crm_software, marketing_tools
Segment 4 (utm_content) -> specific ad variation or headline: headline_a, text_ad_v2
🛍️ Paid Shopping
When a visitor arrives from a product listing or shopping placement.
Channel -> Paid Shopping
Segment 1 (utm_source) -> the shopping platform or marketplace: Google Shopping, Amazon
Segment 2 (utm_campaign) -> the specific shopping campaign: pla_campaign_q1
Segment 3 (utm_term) -> the product group or ad group within the shopping campaign: shoes, electronics
Segment 4 (utm_content) -> specific product ad variation or creative: red_running_shoes_ad
📱 Paid Social
When a visitor arrives from a sponsored post or social ad.
Channel -> Paid Social
Segment 1 (utm_source) -> the social platform where the ad was displayed: LinkedIn, Facebook, Instagram
Segment 2 (utm_campaign) -> the campaign name associated with the ad: q1_lead_gen, brand_awareness
Segment 3 (utm_term) -> the ad group or targeting criteria used in the campaign: founders, retargeting_30d
Segment 4 (utm_content) -> specific specific ad or creative variation: video_a, carousel_2
📹 Paid Video
When a visitor arrives after watching or clicking a video advertisement.
Channel -> Paid Video
Segment 1 (utm_source) -> the video platform where the ad was displayed: YouTube, Vimeo
Segment 2 (utm_campaign) -> the campaign name associated with the ad: q1_lead_gen, brand_awareness
Segment 3 (utm_term) -> the ad group or targeting criteria used in the campaign: founders, tech_channel, gamers
Segment 4 (utm_content) -> specific specific ad or creative variation: 15_second_spot, demo_reel
🤝 Affiliates
When a visitor arrives through a partner or affiliate link.
Channel -> Affiliate Segment 1 (utm_source) -> the affiliate network or partner: impact, shareasale, partner_x
Segment 2 (utm_campaign) -> the offer or promotion: spring_sale, product_line_a
Segment 3 (utm_term) -> how/where the affiliate promoted the offer: newsletter, instagram_story, tech_audience
Segment 4 (utm_content) -> specific link, ad variation, or discount code used: banner_a, discountcode_HOLIDAY, text_link_footer
🎙️ Audio
When a visitor arrives after hearing an audio ad or podcast sponsorship.
Channel -> Audio Segment 1 (utm_source) -> the audio platform or publisher: Spotify, Podcast Network
Segment 2 (utm_campaign) -> the associated sponsorship or campaign name: podcast_sponsorship_ampaign
Segment 3 (utm_term) -> the audience, show, or segment: tech_listeners
Segment 4 (utm_content) -> the ad type: 30_second_ad, host_read
🖼️ Display Ads
When a visitor arrives from a banner or display network ad.
Channel -> Display Segment 1 (utm_source) -> the platform or network used: gdn, adroll
Segment 2 (utm_campaign) -> the campaign name: retargeting_q2, winter_ale_ampaign
Segment 3 (utm_term) -> the placement or buying strategy: news_sites, retargeting
Segment 4 (utm_content) -> the creative or placement variation: banner_300x250_a
📧 Email Marketing
When a visitor arrives from an email or newsletter link.
Channel -> Email Segment 1 (utm_source) -> the sending platform or list: gdn, adroll
Segment 2 (utm_campaign) -> the campaign name: weekly_digest, launch_email
Segment 3 (utm_term) -> the type of email or audience segment: welcome_email, trial_users
Segment 4 (utm_content) -> the creative, link or variation: button_top, footer_link
🎯 Other Campaigns
When a visitor arrives from a tagged campaign that doesn’t fit a standard channel.
Channel -> Other Campaign Segment 1 (utm_source) -> the source of the campaign: acme.co, productdomain.com
Segment 2 (utm_campaign) -> the campaign name: summer_sale_2025, launch_email
Segment 3 (utm_term) -> the focus, key message, or targeting: 25_off_all_prods, free_trial
Segment 4 (utm_content) -> the creative, link or variation: pop_up_offer
🔔 Push
When a visitor arrives from a web or mobile push notification.
Channel -> Push Segment 1 (utm_source) -> the service used to deliver the push notification: onesignal, firebase
Segment 2 (utm_campaign) -> the campaign name: feature_release
Segment 3 (utm_term) -> the audience or trigger used: active_users
Segment 4 (utm_content) -> the creative, link or variation: title_a, emoji_version
📲 SMS
When a visitor arrives from a web or mobile push notification.
Channel -> SMS Segment 1 (utm_source) -> the source of the text message: twilio, sms_tool
Segment 2 (utm_campaign) -> the campaign name: promo_text_jan
Segment 3 (utm_term) -> the audience or targeting: vip_customers
Segment 4 (utm_content) -> the creative, specific offer, variation: discount_code, limited_offer
🔍 Organic Search
When a visitor finds your site through a search engine result.
Channel -> Organic Search Segment 1 (utm_source) -> the platform name: google, bing
Segment 2 (utm_campaign) -> the search engine domain: google.com, bing.co.uk
Segment 3 (utm_term) -> the specific keyword or search criteria (if passed): best running shoes, top laptops
Segment 4 (utm_content) -> n/a
🛍️ Organic Shopping
When a visitor arrives from an unpaid social media post or share.
Channel -> Organic Shopping Segment 1 (utm_source) -> the shopping platform name: amazon, shopify, ebay
Segment 2 (utm_campaign) -> the shopping platform domain: amazon.co.uk, apps.shopify.com, ebay.com
Segment 3 (utm_term) -> n/a
Segment 4 (utm_content) -> n/a
💬 Organic Social
When a visitor arrives from an unpaid social media post or share.
Channel -> Organic Social Segment 1 (utm_source) -> the platform name: facebook, linkedin, bluesky
Segment 2 (utm_campaign) -> the social domain: facebook.com, linkedin.com
Segment 3 (utm_term) -> n/a
Segment 4 (utm_content) -> n/a
📺 Organic Video
When a visitor arrives from an unpaid social media post or share.
Channel -> Organic Video Segment 1 (utm_source) -> the platform name: youtube, vimeo
Segment 2 (utm_campaign) -> the video platform domain: youtube.com, vimeo.com
Segment 3 (utm_term) -> n/a
Segment 4 (utm_content) -> n/a
🌍 Referral
When a visitor arrives from a link on another website.
Channel -> Referral Segment 1 (utm_source) -> the referring sites' name: Marksmedia
Segment 2 (utm_campaign) -> the referring domain: marksmedia.co.uk
Segment 3 (utm_term) -> the complete referring url: Marksmedia.co.uk/articles/top-marketing-attribution-software
Segment 4 (utm_content) -> n/a
🚗 Direct Traffic
When a visitor arrives without a detectable referring source.
Channel -> Referral Segment 1 (utm_source) -> n/a
Segment 2 (utm_campaign) -> n/a
Segment 3 (utm_term) -> n/a
Segment 4 (utm_content) -> n/a
Madlitics captures the landing page a visitor first sees — giving you insight into which content is attracting attention and driving conversions. This helps marketers identify the topics, formats, or offers that are working hardest.
🛬 Landing Page
The URL of the first page a visitor arrived on before submitting the form — even if they explored other pages or returned later. lp -> acme.com/articles/website-performance-tips
🛬 Landing Page Group
A categorized version of the landing page that groups similar pages together for cleaner reporting.lpg -> /articles/
https://yoursite.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=q1_promo
