If you are not very familiar with the sources of your website traffic, you might be missing out on a lot of optimization opportunities.
Think about it this way, If you don’t know whether your website traffic comes from social media, or you have no knowledge of the email campaign that generated more signups, you will have almost zero clue on what to optimize.
In fact, the best Digital Marketers understand their traffic sources and can optimize their strategies for better results.
So, in this detailed article, we will break down all the traffic sources available in Google analytics, how they closely relate to medium, and how to build custom sources using parameters.
First Thing, What Are Sources In Google Analytics?
If you have a live website, there are chances that your website is receiving traffic, no matter how small.
The traffic can come from searches, social media, other websites, etc, and these domains that send traffic to your websites are called “sources” in Google analytics.
Knowing your traffic sources don’t only tell you where your traffic is coming from, but how people are engaging with your campaign.
You can periodically check your source/medium dashboard to know which traffic source is performing better.
Better off, if you want a done-it-for-you experience, you can switch to Abralytics, an alternative to Google analytics with faster load time, then you can expect to receive AI-based opportunities sent to you.
You get conversion rate and user experience improvement ideas that you can implement for better conversion.
Medium Vs. Sources, What’s The Difference?
Well, in Google analytics, the terms are subject to your website’s traffic and its referral, and as such, they are mostly confused to mean the same thing.
While they closely relate to your website’s traffic, the “medium” of your traffic in Google analytics particularly means the category of your sources. For instance, you can have organic search as your medium, but within that category, your sources can be Google, Baidu, Bing, etc.
List Of Sources Available In Google Analytics
Here are the default sources you will find on your dashboard.
Google Search, Baidu, DuckDuckGo… Etc.
This refers to the traffic coming from an actual search engine.
When people visit your website directly from the search engine result page for the keyword they are searching for, then Google records the source of the traffic with the “search engine name”.
Source: Google Analytics Dashboard
Facebook, Twitter, Instagram… Etc
Just like Google, Baidu and other search engines, Google records any traffic coming from social media platforms. So if your website visitors are coming from Facebook for instance, Google will record the traffic as data from social, which is Facebook..
Source: Google Analytics Dashboard
CNN.com, nytimes.com, And Other Websites
When people visit your website from other websites like CNN.com, Google categorizes that traffic as referral traffic.
One thing to note here is this, “referrals” isn’t the actual term you will see on your source tab, rather you will see the URL of the website where your traffic is coming from.
Now, you might be asking, what if people type your website URL, or click on your website from a document on their device, what traffic source would that be?
Well, Google has a term for that and they call it “direct” traffic.
Direct Traffic Source
Source: Google Analytics Dashboard
The “Direct” source tells Google that the traffic is coming either from a direct search, a bookmark, or that the original website where the traffic is coming from has little to no data.
Though direct traffic is a nightmare to a lot of digital marketers because of its analytics limitations and so many other reasons, MOZ has nailed a complete guide on how to use advanced analysis and segmentation to understand direct traffic.
Now that you know the different sources available in Google Analytics, you might want to track more traffic sources beyond what Google has provided. For instance, what traffic source will be attributed to the traffic coming from your email campaign?
Google isn’t providing you with that data, at least, not as a default tab in Google Analytics, you have to create the source by yourself and be able to track other traffic sources.
So, one of the traffic sources that you can create in Google analytics is your email campaigns, and this brings us to the next paragraph on how to build custom traffic sources in Google analytics.
Building A Traffic Source In Google Analytics
Creating traffic sources for some of your campaigns might look a bit intimidating and technical, but that shouldn’t be a problem because, in this paragraph, we have detailed the steps required to achieve this goal.
Note: To create your source, you will have to add parameters to the links landing on your site, however, this isn’t possible for all the links arriving at your website.
The reason is that you can only add special UTM codes to the URLs of the traffic sources you have control over, just like your email newsletter, you can control the number of people who can access a link through your email campaign, but you have no control over the number of people who come from search engines.
Before we create a unique tracking parameter for our email newsletter, let’s look at the type of link that we want to create.
Here is a tracking link for a newsletter.
https://www.site.com?utm_source=newsletter&utm_medium=email&utm_campaign=Oct_conversion
Note: The red-colored text after the URL is called the unique UTM code, and that’s what you’ll be creating to track your email newsletter.
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The reason why you need these types of links for tracking your newsletter is that ordinary links like this “https://www.site.com” can’t be used to track the activities on our newsletter campaign.
To get started, you’ll make use of this developer tool https://ga-dev-tools.web.app/campaign-url-builder/. Once on the page, fill in the required fields.
First, toggle to the version of Google Analytics that you’re using.
Source: Google Analytics | Demos & Tools Dashboard
For website URL, fill the field with the URL of your website like this: https://www.abralytics.com/
Campaign Source: Write “newsletter”, all in lowercase.
Email medium: “email”
Campaign Name: Choose a campaign name.
Source: Google Analytics | Demos & Tools Dashboard
When you’re done, the tool will automatically generate your unique campaign URL.
Source: Google Analytics | Demos & Tools Dashboard
With this unique UTM code, you can see the behavior of your subscribers and the pages they visit from your email newsletter.
Take Away
Understanding the type of traffic your website gets and the source of your traffic can help you create a detailed traffic report.
Apart from reporting accurate data, you will be armed with the right information on what to optimize to get better conversion.
For instance, if you get thousands of direct traffic from organic search, you can look further to discover the keywords that are driving the volume of traffic to your website, and use the keywords for your PPC campaign.
In creating a unique UTM code to track the traffic coming from your email newsletter, you will discover the links your email subscribers are clicking on your email, and their behavior afterward as email service platforms don’t report beyond open rates and click-through rates.
Assuming you run an eCommerce business that offers home delivery, you can place your unique UTM codes on your newsletter to see your customers’ behavior from the time they clicked on a link on your newsletter, to what pages they visited afterward.
Google analytics tool is one of the needed analytics tools for every online business to study your customers’ behavior on your site, and discover optimization opportunities, however, if you’re looking for an analytics tool with better features and easy-to-read data, then check Abralytics’ analytics platform today.
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