Discover the channel sources that generate traffic to any website. Using this data you can quickly reveal a site's desktop and mobile traffic acquisition strategy and find new and proven ways to grow your business.
Marketing Channel Source Overview and Use Case:
Direct: Traffic sent from users that directly entered a URL into a browser saved bookmarks or any links from outside the browser (such as on Microsoft Word).
Direct traffic will often come from people with an awareness of, or affinity for, a given site. Thus, visitors from Direct are likely to be amongst some of the website's most loyal and engaged users. Use this metric to assess a website’s brand strength (awareness and demand).
Referrals: Traffic sent from one website to another, through a direct link. This kind of traffic includes affiliates, content partners, and traffic from direct media buying or news coverage.
A website that receives a large amount of traffic from Referrals is likely to have a strong affiliate strategy or enjoy significant media coverage. Drill into the list of Referrals to understand the type of partnerships the website maintains.
Organic Search: Traffic sent via organic (non-paid) results on search engines such as Google or Bing.
A website that generates a large amount of traffic from Organic Search is optimizing for top ranks in search results. These visits will usually harvest high intent users, with notably higher engagement rates compared to the site average. View the list of organic keywords to the website to understand the split between Branded keywords (often considered as “direct” traffic) vs. non branded keywords.
Paid Search: Traffic sent from paid search ads on a search engine such as Google or Bing.
A website that generates a large amount of traffic from Paid Search is spending advertising budgets to increase brand awareness and target relevant audiences. Paid Search campaigns can result in higher conversion rates, as it is targeted to high intent users, and can also indicate an advertiser's ability to optimize a campaign’s KPIs (ad impressions, clicks, conversions, etc.). View the list of paid keywords and search ads to understand a website’s product focus and competitive messaging.
Email: Traffic sent from web-based mail clients such as Gmail.
A website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.
Display Traffic: Traffic sent from Display and Video ads via a known ad-serving platform (i.e. GDN, Doubleclick).
A website that generates a large amount of traffic from Display ads is spending advertising budgets to increase brand awareness and attract a relevant audience. View the list of publishers and creatives galleries to understand a website’s targeting methods, product focus, and competitive messaging.
Social: Traffic sent from social media sites such as Facebook or Reddit (organic and paid). Including direct media buying from Facebook.
Visits from Social are considered to be easily influenced (as a result of a viral article, meme, image, etc.). Thus, a website that generates high and consistent traffic from Social is likely to have a loyal community of users. View the list of social domains to understand the websites’ core communities.
Note: For mobile web, organic search & paid search are combined to Search.
For more information, see Viewing Marketing Channels