How it's calculated

This metric counts the number of conversions that are attributed to paid touchpoints including all impressions and clicks, and visits from links that have a utm_source value or both a utm_source and utm_campaign value.

For example, let's say that someone clicks your display ad on the website "https://example.com", and the URL has the parameters "utm_source=display" and "utm_campaign=spring2018". If they convert, and you're using the last click or visit model, then the conversion will be attributed to paid, the source "display" and the campaign "spring2018". If utm_campaign is missing from the URL, then the conversion would be attributed to paid, the source "display" and no campaign. If utm_source is missing, then the conversion would be attributed to organic and the source "example.com".

Related metrics

• Organic
• Direct
• Conversions

Further reading

• About attribution
• About attribution models
• Analysing attribution results