Campaign

A campaign is a named marketing effort whose links all carry the same tag, so every visit and conversion it produces is reported as one group.

In analytics a campaign is whatever value sits in the utm_campaign parameter: a label you assign, not something the tool discovers. Naming discipline therefore decides the report, since differences in capitalisation, spacing or spelling split one campaign into several rows. Campaign is also not the same axis as channel, because one campaign usually runs on email, social and paid placements at once. When a link goes out untagged, its visits fall into direct or referral and the campaign looks smaller than it was.