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Understanding website traffic sources can help marketers gain insight..

… into what activities they’re doing right to draw visitors.


A traffic source is the place that sends traffic to your website. Traffic was first used to refer to store traffic, which is the total amount of customers that visit a store in a certain time period. Website traffic refers to the amount of visitors on your site. Traffic sources can be measured, unlike store traffic. Finding the source of your website traffic has never been easier. The term “traffic source” is a phrase that describes the source of website traffic. Traffic sources originated from “store traffic,” which was an old metric used to measure the number of people that visited a store in a certain period of time. Website traffic is similarly measured by the number of visitors that visit your site in a certain time period. Unlike store traffic, however, traffic sources can be tracked and measured. The term “traffic” came from the idea of measuring how many people came to your store and how many people didn’t buy anything. Website traffic is the total number of people that visit your website in a certain period of time. Unlike store traffic, the source of website traffic can be measured. An attributed channel by Odyssey is a traffic source that is compared to the context of the complete marketing mix. 


As a marketer, understanding the source of traffic is important for a number of reasons. Traffic can tell you what activities are most successful, tell you what third parties are partners with your company, and help you understand the intent of your visitors (bottom-funnel marketing vs. top-funnel marketing). By understanding where your traffic is coming from, you can better understand how the strategy is working for you. Does the source of traffic imply that it’s more likely for someone to buy or to see your brand values? For example, if visitors are coming from a bottom-of-the-funnel marketing strategy like Google Search, they’re more likely to buy than visitors who come from an awareness ad. Understanding your traffic sources is very handy, especially when using revenue attribution to analyze your marketing channels. That way you make up for misleading information and combine the pure data and your marketing expertise.


When it comes to traffic, Google Analytics has two main categories: direct and referral. Direct traffic includes users who come to your website through their browser URL bar. Referral traffic includes users who come to your website by clicking on an external link. Other types of traffic you might see in a mature Google Analytics account are email, social media, affiliates, online video, and display (DBM).