Channel Mix by Medium

Every campaign is assigned to a media category based on its utm_medium parameter, and each category's share of the total is computed. The chart's metric is switchable: sessions, users, pageviews, sessions per user, bounce rate, engagement rate, returning users, or average session duration.

Imagine you want to split next year's marketing budget across channels; this chart tells you which medium currently holds the largest share of campaign-driven traffic. Switching the axis metric from "sessions" to "engagement rate" can flip the picture entirely — a medium with lower volume may turn out to have far higher quality.