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Channel Naming Blueprint

How a standard channel setup could look in the updated Channel Builder.

Written by Frank Birzle

The Channel Builder lets you match ad performance data and costs with order/revenue numbers and visit statistics.

This article gives you an example of what a standard setup looks like in Klar.

For a full walkthrough of how the Channel Builder works, start here first:

→ How to configure a Marketing Channel using the Channel Builder

As always, we're happy to help you with the setup. Just reach out!

How each channel is structured

Every channel in the Channel Builder has two sections:

Naming and Grouping

Field

What it does

Name of Channel

The display name used throughout Klar reports

Channel Group

Groups related channels together in reports (e.g. all Meta channels under one group)

Channel Category

High-level classification: Paid, Owned, or Brand

Has no costs

Enable for channels with no ad spend (e.g. Organic Search, Email Automation)

Rules for Data Sources

This is where you define what data belongs to the channel.

Within each channel, you set filter conditions using dimensions like UTM Source, UTM Medium, UTM Campaign, Visit Source, PPS Question, or PPS Answer. Conditions connect with AND / OR logic; use Add Nested Condition to build multi-value rules.

For native integrations (Meta, TikTok, etc.), you can skip manual rules and simply enable Use all data from that data source — Klar then pulls everything from that source automatically.

You can add as many Data Source Groups as you need for a single channel by clicking + Add Data Source Group at the bottom.

Channel priority

Open the Channels overview to see all your channels as a numbered list. Drag any row using the ⠿ handle on the left to reorder. Channels are evaluated top to bottom — the first match wins.

Paid Social

Channel Name: Meta Paid

Channel Group: Meta Paid | Channel Category: Paid

The rules use exclusions to prevent overlap with your Influencer and Referral channels — traffic tagged with influencer or referral as the UTM Medium is explicitly excluded here.

GA4 - Your Brand rules:

  • UTM Medium | Does Not Contain | referral

    • AND UTM Source | Contains | facebook OR meta OR instagram

    • OR UTM Source | Like | fb OR ig

  • AND UTM Medium | Does Not Contain | influencer

Your Brand (Shopsystem) rules:

The first condition group catches UTM-tagged Meta traffic:

  • UTM Medium | Does Not Contain | influencer

    • AND UTM Medium | Does Not Contain | referral

      • AND UTM Source | Contains | meta OR facebook OR instagram

      • OR UTM Source | Like | fb OR ig

The second group handles checkout-attributed orders — sessions where the Klar Pixel recorded a Meta visit source but no UTM data was passed (common with in-app browsers, payment redirects, etc.):

  • Visit Source | Contains | facebook OR instagram OR meta

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Post-Purchase Survey( e.g. KnoCommerce, Fairing or PPS sheet)- Your Brand rules (optional):

  • PPS Answer | Contains | facebook OR instagram OR meta

Meta - Your Brand (native integration):

Enable Use all data from that data source — no manual filter rules needed.

Channel Name: Pinterest Paid

Channel Group: Pinterest Paid | Channel Category: Paid

Like Meta Paid, the rules use exclusions to prevent overlap with Influencer and Referral channels.

GA4 - Your Brand rules:

  • UTM Source | Contains | pinterest

  • AND UTM Medium | Does Not Contain | referral

  • AND UTM Medium | Does Not Contain | influencer

Your Brand (Shopsystem) rules:

The first condition group catches UTM-tagged Pinterest traffic:

  • UTM Source | Contains | pinterest

    • AND UTM Medium | Does Not Contain | referral

    • AND UTM Medium | Does Not Contain | influencer

The second group handles checkout-attributed orders without UTM data:

  • Visit Source | Contains | pinterest

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Post-Purchase Survey( e.g. KnoCommerce, Fairing or PPS sheet)- Your Brand rules (optional):

  • PPS Answer | Contains | pinterest

Pinterest - Your Brand (native integration):

Enable Use all data from that data source — no manual filter rules needed.

Important: Make sure that your Pinterest account is connected. Without an active Pinterest integration, the native toggle has no effect and ad spend won't be pulled in automatically.

Channel Name: TikTok Paid

Channel Group: TikTok Paid | Channel Category: Paid

Follows the same structure as Meta Paid and Pinterest Paid — UTM-based rules with exclusions, a payment processor fallback, and a native integration toggle.

GA4 - Your Brand rules:

  • UTM Source | Contains | tiktok

  • AND UTM Medium | Does Not Contain | referral

  • AND UTM Medium | Does Not Contain | influencer

Your Brand (Shopsystem) rules:

The first condition group catches UTM-tagged TikTok traffic:

  • UTM Source | Contains | tiktok

    • AND UTM Medium | Does Not Contain | referral

    • AND UTM Medium | Does Not Contain | influencer

The second group handles checkout-attributed orders without UTM data:

  • Visit Source | Contains | tiktok

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Post-Purchase Survey( e.g. KnoCommerce, Fairing or PPS sheet)- Your Brand rules (optional):

  • PPS Answer | Contains | tiktok OR tik tok

TikTok - Your Brand (native integration):

Enable Use all data from that data source — no manual filter rules needed.

Influencer

Channel Name: Influencer

Channel Group: Influencer | Channel Category: Paid

Match based on the UTM values you use for influencer links — typically influencer in either the UTM Source or UTM Medium.

Your Brand (Shopsystem) + GA4 - Your Brand rules (both data sources added to the same group):

  • UTM Source | Contains | influencer

  • OR UTM Medium | Contains | influencer

Post-Purchase Survey( e.g. KnoCommerce, Fairing or PPS sheet)- Your Brand rules (optional):

  • PPS Answer | Contains | influencer

Influencer Sheet (native integration):

Enable Use all data from that data source — this pulls your influencer performance data automatically.

Note: If you track influencer costs through the Influencer Sheet, those are already linked to this channel via the sheet's category column — no additional cost rules are needed here.

Email

Channel Name: Email

Channel Group: Email Owned | Channel Category: Owned | Has no costs: enabled

Your Brand (Klar Pixel) + GA4 - Your Brand rules (both data sources added to the same group):

  • UTM Medium | Contains | email

Your Brand (Shopify) rules (separate group — Shopify only):

The second group catches checkout-attributed email orders without UTM data, plus Klaviyo-sourced traffic:

  • Visit Source | Contains | email

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

  • OR UTM Source | Contains | klaviyo

Klaviyo - Your Brand (native integration — optional, only if you use Klaviyo):

Enable Use all data from that data source — this pulls your Klaviyo email performance data automatically.

Organic Social

Channel Name: Organic Social

Channel Group: Social Owned | Channel Category: Owned | Has no costs: enabled

This channel captures two types of organic social traffic: referral-tagged visits from social platforms (where the browser passes the social domain as the referrer without UTM tags), and Instagram Shopping traffic.

Your Brand (Klar Pixel / Shopsystem) + GA4 - Your Brand rules (both data sources added to the same group):

The first condition group catches social referral traffic — sessions from social platforms where UTM data wasn't set:

  • UTM Medium | Contains | referral

    • AND UTM Source | Contains | facebook OR meta OR instagram OR pinterest OR tiktok OR youtube

The second group catches Instagram Shopping traffic specifically:

  • UTM Source | Contains | igshopping

    • AND UTM Medium | Contains | social

Note: If you also tag your organic social posts with utm_medium=social, you can add a third condition: UTM Medium Contains social with a UTM Source filter for the relevant platforms.

Paid Search

Channel Name: Google Branded Paid Search

Channel Group: Branded Paid Search | Channel Category: Brand

Branded campaigns are matched both via the Google Ads native integration (by campaign name) and via UTM parameters.

Google Ads - Your Brand rules (native integration — requires Google Ads connected):

  • Campaign Name | Contains | brand

Your Brand (Klar Pixel / Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | google

    • AND UTM Medium | Contains | cpc

    • AND UTM Campaign | Contains | brand

Note: Most branded paid campaigns include "brand" in the campaign name. Adjust the campaign name filter to match your own naming convention.

Channel Name: Google Generic Paid Search

Channel Group: Generic Paid Search | Channel Category: Paid

Generic campaigns are the inverse of branded — everything that doesn't contain "brand" in the campaign name.

Google Ads - Your Brand rules (native integration — requires Google Ads connected):

  • Campaign Name | Does Not Contain | brand

Your Brand (Klar Pixel / Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | google

    • AND UTM Medium | Contains | cpc

    • AND UTM Campaign | Does Not Contain | brand

Post-Purchase Survey( e.g. KnoCommerce, Fairing or PPS sheet)- Your Brand rules (optional):

  • PPS Answer | Contains | google

Channel Name: Google Other

Channel Group: Generic Paid Search | Channel Category: Paid

This channel catches Google-attributed orders that arrived without UTM parameters — typically via direct-type URLs or payment gateway redirects where Shopify's visit source still recorded Google as the origin.

Your Brand (Shopify) rules:

  • Visit Source | Contains | google

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Note: Google Other works alongside Google Branded and Google Generic Paid Search — it captures the UTM-less portion of your Google traffic. Make sure it sits below both Google Paid Search channels in the channel priority list so UTM-tagged Google sessions are attributed first.

Organic Search

Channel Name: Organic Search

Channel Group: Organic Search | Channel Category: Owned | Has no costs: enabled

Your Brand (Shopsystem) + GA4 - Your Brand rules (both data sources added to the same group):

  • UTM Medium | Contains | organic OR product_sync

Your Brand (Shopify) rules (separate group — Shopify only):

This second group handles checkout-attributed orders from alternative search engines (Bing, DuckDuckGo, Ecosia, Yahoo, Qwant) where no UTM data was passed:

  • UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

    • AND Visit Source | Contains | bing OR duckduckgo OR ecosia OR yahoo OR qwant

Note: The product_sync medium value captures traffic from shopping comparison platforms that use this tag.

Note 2: Some brands set utm_medium to organic for organic social as well. If that's the case, add a UTM Source filter here to narrow it down to search-only traffic.

Bing

Channel Name: Bing Branded Paid Search

Channel Group: Branded Paid Search | Channel Category: Brand

Your Brand (Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | bing

    • AND UTM Medium | Contains | cpc

    • AND UTM Campaign | Contains | brand

Bing - Your Brand rules (native integration — requires Bing Ads connected):

  • Campaign Name | Contains | brand

Channel Name: Bing Generic Paid Search

Channel Group: Generic Paid Search | Channel Category: Paid

Your Brand (Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | bing

    • AND UTM Medium | Contains | cpc

    • AND UTM Campaign | Does Not Contain | brand

Bing - Your Brand rules (native integration — requires Bing Ads connected):

  • Campaign Name | Does Not Contain | brand

Native Advertising

Channel Name: Taboola

Channel Group: Native Paid | Channel Category: Paid

Your Brand (Klar Pixel / Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | taboola

Your Brand (Klar Pixel / Shopsystem) rules (separate group — for checkout-attributed orders without UTM data):

  • Visit Source | Contains | taboola

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Channel Name: Outbrain

Channel Group: Native Paid | Channel Category: Paid

Your Brand (Shopsystem) + GA4 - Your Brand rules:

  • UTM Source | Contains | outbrain

Your Brand (Shopsystem) rules (separate group — for checkout-attributed orders without UTM data):

  • Visit Source | Contains | outbrain

    • AND UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

Affiliate

Channel Name: Affiliate

Channel Group: Affiliate | Channel Category: Paid

Your Brand (Shopsystem) + GA4 - Your Brand rules (both data sources added to the same group):

  • UTM Source | Contains | affiliate

  • OR UTM Medium | Contains | affiliate

Note: If affiliate is a core channel for you, consider splitting it by provider — create a separate channel per affiliate network and filter on the relevant utm_source value.

Referral

Channel Name: Referral

Channel Group: Referral | Channel Category: Brand | Has no costs: enabled

Your Brand (Shopsystem) + GA4 - Your Brand rules:

  • UTM Medium | Contains | referral

Direct

Channel Name: Direct

Channel Group: Direct | Channel Category: Brand | Has no costs: enabled

Your Brand (Shopsystem) + GA4 - Your Brand rules (both data sources added to the same group):

  • UTM Source | Contains | direct OR not set

Your Brand (Shopsystem) rules (separate group — Klar Pixel only):

The second group handles checkout-attributed direct orders where the visit source confirms a direct entry:

  • UTM Source | Contains | n/a OR stripe OR klarna OR paypal OR shop.app

    • AND Visit Source | Contains | direct OR not set

Draft Orders

Channel Name: Draft Orders

Channel Group: Internal Orders | Channel Category: (store-specific) | Has no costs: enabled

Draft Orders is a Shopify-native channel that captures orders created manually via Shopify's Draft Orders feature — typically used for phone orders, custom quotes, or B2B sales. It uses Shopify's built-in sales channel attribution rather than UTM data.

Your Brand (Shopify) rules:

  • Sales Channel | Equals | (e.g. Shopify Draft Orders)

Note: Because Draft Orders originate from within Shopify itself rather than from marketing traffic, there are no UTM parameters to filter on. Use the Sales Channel dimension to capture them.

Additional channel options

Depending on your business, you may also want to configure:

  • Word of Mouth — if you use a referral tool that tags links, set up a channel for it

  • Display — for Display Ad campaigns; a dedicated Channel Category is available

  • Partnerships — if partnerships are a meaningful revenue driver for you

  • Other Paid — a catch-all for paid activity that doesn't fit any other channel

Anything missing? If you feel like something should be here, let us know. We'll happily add it in :)

Related Articles
How to configure your Marketing Channels using the Channel Builder
Release: Marketing Overview Report, COGS, Channels & more
Influencer & Affiliate Reporting
Step by Step Guide - Setting up your Klar Account
Managing influencer collaborations with paid budget boosting
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