Conversion Optimisation
Channel
Plain English
Where users come from.
Definition
A channel is a source or pathway through which users arrive at a product, such as glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, social media, paid ads, or direct glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term.
In practice
Used to track and analyse where users come from and how different sources perform.
In context
Judging channels on glossaryConversion RateConversion rate is the percentage of users who complete a desired action compared to the total number of users.Open glossary term favours whichever one people use last. Direct glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term looks superb because it captures everyone who already decided elsewhere.
The reality
Not all channels are equal - some drive volume, others drive quality and glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
Compared with
Channel vs Touchpoint
A channel is a route in: glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, email, social. A glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term is any moment of contact, including ones that generate no visit at all. Channels are what analytics counts; glossaryTouchpointsTouchpoints are the moments where users interact with a product, service, or brand.Open glossary term are what the customer experiences.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a channel in digital marketing?
A channel is a source through which users reach a product or website.
What are examples of channels?
glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, social media, paid ads, email, and direct glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term.
Why are channels important?
They help understand where users are coming from and which sources perform best.
How do you measure channel performance?
By analysing glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term, glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term by source.
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