What's new in Vector: better traffic attribution and visibility

I've been watching Only Murders in the Building lately, and it hit me:

Modern marketers would fit right in.

Every day starts with a mystery.

Where did this visitor come from?

Which channel drove that meeting?

Who created this segment?

Did someone actually click the link we shared in Slack?

Somewhere between attribution reports, CRM exports, campaign dashboards, and Slack threads, most GTM teams have become part-time detectives.

The problem isn't a lack of data.

It's a lack of context.

That's why this month's releases are focused on helping marketers answer one simple question:

"What actually happened?"

Case #1: The mystery of the anonymous visitor

The biggest update in this release is expanded visibility into where your website visitors are actually coming from.

We've introduced new visitor source reveal filters that help identify visitors arriving from:

• AI platforms like ChatGPT, Gemini, Perplexity, Claude, Copilot, and more
• Organic social media
• Organic search
• Email campaigns
• Internal communication platforms like Slack and Teams

As buyer journeys become more fragmented, understanding where engagement starts is becoming increasingly important.

AI is now a discovery channel. (ps, have you tapped into the Vector MCP?)

Slack messages drive website traffic.

Social content influences buying committees.

Email remains a critical touchpoint.

Yet much of that activity often gets lumped into "direct traffic" or disappears entirely.

These new filters help uncover the story behind the visit.

Not just that someone showed up, but how they got there.

Case #2: The mystery of missing attribution

We also significantly expanded Vector's source detection capabilities.

This release includes:

• More than 50 new automatically detected traffic sources
• Two new source categories
• Support for review sites like G2, Capterra, and Trustpilot
• Support for messaging platforms like Discord, Telegram, and Slack
• Additional AI platforms including Claude, Doubao, and Copilot
• More email providers including Outreach, Pardot, Mailchimp, Lemlist, Customer.io, and Drip
• Impact affiliate network traffic detection

The result?

Vector can now identify a source for roughly one-third of all pageviews we see even when UTM tracking isn't perfectly configured.

That's important because buyers don't follow clean, linear journeys.

And marketers shouldn't have to rely on perfect UTM hygiene to understand what's working.

The signal is already there. We're helping uncover it.

Case #3: The mystery of the segment nobody owns

Every GTM team has encountered a segment that seems to have appeared out of thin air.

It's clearly important.

It's probably being used somewhere.

Nobody wants to delete it.

And nobody knows who created it.

To help teams better manage segments, we've added a new Created By column to the segments table.

This update includes:

• A new Created By field for segment ownership visibility
• Backfilled creator information using version history where possible
• Automatic creator tracking for all newly created segments

Now teams can quickly understand who created a segment and who to talk to when questions come up.

No more segment archaeology.

Case #4: The mystery of the missing campaign

This one is simple, but useful.

We've added a new Active bid agents only filter on the campaigns page.

Now you can quickly find active campaigns without scrolling through multiple pages of inactive entries.

Less hunting.

More doing.

Case closed 🕵️

This release includes:

New visitor source reveal filters

Identify visitors coming from:

• AI platforms
• Organic social
• Organic search
• Email campaigns
• Internal communication platforms

Expanded source detection

• 50+ new automatically detected sources
• 2 new source categories
• Review sites, messaging platforms, AI tools, email providers, and affiliate networks

Segment ownership visibility

• New Created By column
• Historical backfill where available
• Automatic creator tracking going forward

Campaign management improvements

• Active bid agents only filter
• Faster access to active campaigns

The best marketers aren't spending their days investigating what happened.

They're spending their days deciding what to do next.

Every mystery we can eliminate gets them one step closer to that future.