Understanding Traffic Source Analytics

What is Traffic Source Analytics?

Traffic Source Analytics is a dashboard within your CRM that provides a visual breakdown of daily website and funnel traffic by marketing channels and sources. Located under Sites → Analytics, it features a stacked bar chart and tabs for Traffic Channel and Source/Medium views. This tool helps you attribute results accurately, compare channel performance over time, and filter data to specific dates for deeper analysis.

Key Benefits of Traffic Source Analytics

Channel Clarity: Instantly see traffic distribution across channels like Paid Search, Paid Social, Organic Search, Direct, Referral, Social (organic), and Other (Unknown/Unmapped).

Faster Decisions: Identify trends, dips, or seasonal shifts at a glance with daily stacked bars and interactive tooltips.

Better Attribution: Validate UTM parameters and click IDs to ensure paid traffic isn’t misclassified as Direct or Other.

Team Alignment: Consistent colors and labels help stakeholders interpret data uniformly during reviews.

Focused Analysis: Click on a single day to filter the entire dashboard and investigate anomalies with full context.

How Channels Are Determined

Channels are classified based on:

• UTM Parameters: The CRM reads utm_source, utm_medium, and utm_campaign when present.
• Click IDs & Auto-Tagging: Identifiers like gclid, msclkid, or fbclid help confirm paid traffic.
• Referrer Detection: Traffic from known search engines or social networks is matched; Direct indicates no referrer or UTMs.
• Other (Unknown/Unmapped): Sessions without usable UTMs, referrers, or with malformed values fall into this category.

How To Use Traffic Source Analytics

Follow these steps to access and utilize the dashboard effectively:

1. Navigate to Sites → Analytics.
2. Select your funnel or website, then choose a date range.
3. Scroll to Acquisition Data and select the Traffic Channel tab for a channel-level view (e.g., Direct Traffic, Paid Social).
4. Switch to the Source/Medium tab to see precise origins (e.g., google, facebook, direct).
5. Hover over any bar to see exact traffic counts for that channel on a specific date.

Frequently Asked Questions

Which metric is shown in the stacked bar chart?

The chart displays daily visits to your websites or funnels within the selected date range.

Why is some traffic categorized as Other (Unknown/Unmapped)?

This occurs when sessions lack UTMs, have malformed parameters, or arrive without a referrer (e.g., from app browsers or redirects). Using consistent UTMs and checking redirects can reduce this category.

What timezone does the dashboard use?

Data aggregates according to your account or location timezone. If your team is distributed, ensure everyone is aware of the timezone to avoid confusion.