<aside> ❗ Read the below guide on defined properties before proceeding:

Defined Properties

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Before this step, you organized all information needed for your channel definition like below:

• Website visit where utm_medium = google_paid | | Paid Social — LinkedIn Ads | - Website visit where utm_source = linkedin_paid
• LinkedIn Ads Ad Engagements
• LinkedIn Ads Video Completions | | Organic Social | - Website visit where source is any of linkedin,facebook,reddit,quora,instagram,youtube,t.co | | Organic Search | - Website visit where source is any of google,bing,yahoo,yandex,duckduckgo,ecosia | | Email Marketing | - Marketo Email Opened
• Marketo Email Clicked
• Website visit where utm_medium contains email | | Events | - Salesforce CampaignMember where Status is one of Attended, Responded, Scanned, Booth AND Campaign Name contains EVT- | | Other Referral Traffic | Run through all the other rules, and if it doesn’t match any and Source is not direct and Source is not empty, count that as Referral traffic. |

Now, we will translate this into a defined property called “Unified Channel”, which will have each of the above rows as mappings inside it.

Navigate to Definitions > Properties and click + on the top right.

Paid Search — Google Ads

https://app.arcade.software/share/advHg4gVWNQLrweI49Ys

Why are we selecting the Touchpoint Type = Website Session filter?

Because there are a lot of types of actions that may match the UTM Source and UTM Medium ruleset that we have for Google Ads. Namely:

• Start a session
• Enter a page
• Click on things
• Scroll down
• Submit a form
• Exit page
• End session

Let’s say you have a linear attribution table that uses Unified Channel. Unified channel has only Google ads and LinkedIn ads defined, both without touchpoint type.

Let’s say you have a deal worth $100k from a company that had two website sessions, one from google, one from linkedin. The google session lasted 10 seconds and it’s someone who clicked on a brand ad and clicked everywhere on the website without reading. There are 90 actions in this session. The linkedin session is a proper icp visitor, who spent 15 minutes on the website reading two pages without clicking anywhere and submitted a demo form. There are 10 actions in this session.

In this case, since touchpoint type is not used, all 100 actions are considered “attribution touchpoints”. Linear attribution gives Google $90k credit while it gives LinkedIn $10k credit.

Consider the case where we set Touchpoint Type = Website Session — Each session includes 1 action. Linear gives both Google and LinkedIn $50k credit.