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A touchpoint is the way you reach the customer — sometimes the place the action happened — through which the action takes place. A channel groups touchpoints together. Channels and touchpoints are created automatically after the Maestra Platform JS tracker on the destination site records a visit from a tagged link. A click on a tagged link on its own isn’t enough to build the tree.

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Three possible scenarios

  • Tagged links from a campaign lead to a third-party site with no tracker. No channels or touchpoints are created.
  • The tracker is installed but didn’t manage to record the visitor — they clicked and closed the page right away. No channels or touchpoints are created.
  • The tracker is installed and recorded the visit — the customer didn’t just click, they actually landed on the site. Channels and touchpoints are created for every unique link.
The first two are straightforward. Here’s how the tree gets built in the third case.

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When the tracker is installed and records the visit

The UTM tags used in the link are written as a branch under the Digital — Traffic sources channel. utm_term is optional. If the link doesn’t use it, the matching touchpoint simply isn’t created.

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Examples

  • A customer follows http://example-store.com/?utm_source=the&utm_medium=must&utm_term=on&utm_content=go&utm_campaign=show and is recorded by the tracker. A branch for it appears under the Digital — Traffic sources channel.
  • A customer follows a link without utm_term: http://example-store.com/?utm_source=the&utm_medium=must&utm_content=go&utm_campaign=show, and is recorded by the tracker. A branch appears under the Digital — Traffic sources channel, without the utm_term touchpoint.
  • A customer follows https://www.site-without-tracker.com/all-products.html?utm_source=announcement-mailing&utm_medium=email&utm_term=misc&utm_content=button&utm_campaign=2025-10-20 to a site that doesn’t have our tracker. No channels or touchpoints are created.