Campaign Grouping – Key Terms Glossary

Overview

This document includes Key Terms used for Campaign Grouping and their descriptions.

Campaign Grouping

A feature that enables each institute to define its own marketing attribution structure — including how source values are grouped into publishers/referrers and traffic channels.

No more reliance on global mappings; institutes now control their own campaign structure.

Source Value/Tags

The actual value captured from incoming leads — from utm_source captured by our Dynamic Tracking Code (DTC).  It’s how leads tell you “I came from here.”

Example:

• If utm_source is present in URL like utm_source=facebook
• If gclid is present in the URL, then  utm_source=adwords
• If referrer url contains google.com and no utm_source on your page, we capture them as utm_source=organic

Please note, utm_source (Source Value) is the key to map leads to a Publisher/Referrer.

Publishers/Referrers

A grouping of source values (utm_source) that represent the origin of a lead (e.g., Google Ads, Facebook, Shiksha, etc.). These are of two types:

• Custom Publishers/Referrers: Created and managed by an institute (e.g. Shiksha)
• System Publishers/Referrers: Predefined and locked by Meritto (e.g., Not Mapped, Organic, Chat, Source Not Set).

Essentially, a publisher/referrer is a group of one or more source values. This helps you to abstract sources into a single row on your Campaign Dashboard. 

Traffic Channel

A bucket or group that multiple publishers/referrers roll up into. Think of it as the high-level category for your campaign source.

Examples:

• Paid Ads
• Social
• Organic
• Offline
• Direct
• Publishers
• Other Campaigns
• Referral
• Chat
• Telephony

Traffic Channels are also of 2 categories:

• Custom Traffic Channels: These are created and managed by an institute. Institutes can create up to 30.
• System Traffic Channels: These are predefined and locked by Meritto. (For example, Offline, Unclassified, Publishers, Other Campaigns). 

Essentially, a traffic channel is a group of one or more publishers/referrers. This helps you to abstract multiple publishers/referrers into a single row on your Campaign Dashboard. 

System Publisher/Referrer

A publisher/referrer entity created and locked by Meritto. 

• You cannot edit its name or source tags.
• You can change its associated traffic channel (except Not Mapped).

“Not Mapped” Publisher/Referrer

• A system-defined publisher/referrer where unknown or uncategorized source values land. 
• Please note, it is Locked. Cannot be edited or moved out of the "Publishers" and “Offline” (for Offline lead origin).
• You can however, pick values from here and map them to new or existing custom publishers/referrers just like before.

Custom Publisher/Referrer

A publisher/referrer created by the institute to represent new sources and partnerships.

You can:

• Name it
• Assign source tags
• Map to a traffic channel
• Upload a logo
• Toggle offline mapping

New accounts get 100 custom publishers (excluding system). Existing ones get 20 extra over migrated ones.

System Traffic Channel

Predefined traffic channels locked by the system. These include:

• Offline
• Publishers
• Other Campaigns
• Unclassified (A new traffic channel introduced with Campaign Grouping)

Please note, you cannot rename or disable any system traffic channel. However, you can map custom publishers/referrers. 

Custom Traffic Channel

An institute-created channel to group publishers/referrers as per their business logic. These are:

• Fully Editable for each institute
• You can have a maximum of 30 custom traffic channels. Please note, these are system limits and cannot be increased. 
• You can map only publishers/referrers belonging to “Unclassified Traffic Channel” while creating a new traffic channel. However, you are free to publishers/referrers from any traffic channel to other, including system publishers/referrers (barring “Not Mapped”)

Please note, the idea is to help align reports to how your marketing team thinks. 

Offline Toggle

A switch that, when enabled for a publisher/referrer, forces leads with Lead Origin = Offline to be routed to the Offline Traffic Channel, regardless of its primary traffic channel mapping.

Unclassified Traffic Channel

A temporary holding zone for publishers/referrers that haven’t been assigned to any active traffic channel. You can:

• Think of it like the “inbox” for new publishers/referrers values.
• Users can pick and assign publishers/referrers from here to proper traffic channels.

Sync Leads

The system process that remaps existing leads based on publisher/referrer or traffic channel updates made by you.

Points to note:

• During sync, All other changes are locked. 
• Creating or updating any traffic channel and publisher/referrer affects attribution in reports, dashboards, and automation flows

Lead Origin

The mode through which a lead entered the system. In Meritto System, we have 6 different origins from where leads enter our system and the, same are marked in the “Lead Origin” field of any lead:

• Online
• Chat
• Telephony
• API
• Widget
• Offline

In Campaign Grouping, you can separate Offline origin leads into “Offline” Traffic Channel.

Permissions: View / Edit Campaign Grouping

System-level user settings that control who can see or manage campaign grouping.

• View Campaign Grouping: If you give this permission, your users shall be able to access the tab, but all create/edit actions shall be disabled
• Edit Campaign Grouping: If you give this permission, your users shall have full access to add/edit publishers/referrers and traffic channels

If none of the above access is given, then the Campaign Grouping tab is hidden altogether for your users.