Traffic Source, Campaign, Location, and Device Reports

The reports on Overview help you compare campaigns without changing your primary tracking ID.

Available dimensions

• Source: the referring website when the browser provides it.
• SUB parameters: your custom sub1–sub5 campaign labels.
• UTM parameters: standard source, medium, campaign, term, and content tags.
• Click ID: an identifier passed with a tracked visit.
• Location: country, region, city, or continent inferred from the visit.
• Technology: device category, browser, and operating system.

Some values will be unknown because browsers, privacy tools, and network routing can limit this information. Location and device data are approximate and should be used for aggregate campaign decisions, not to identify a person.

For campaign naming examples, see Track Campaigns with SUB Parameters.