Traffic Sources
Understand where your visitors come from — channels, referrers, countries, devices, and more.
Atribu automatically classifies every visitor into a traffic channel based on how they arrived at your site. This helps you understand which marketing efforts drive the most traffic and conversions.
Channel types
Every visit to your website is classified into one of these channels:
| Channel | What it means |
|---|---|
| Paid Social | Visitors who clicked a paid ad on Facebook, Instagram, TikTok, or other social platforms. Identified by click IDs like fbclid or ttclid, or by UTM parameters with medium=paid. |
| Organic Social | Visitors from unpaid social media posts — someone shared your link on Facebook or you posted on Instagram without paying for promotion. |
| Paid Search | Visitors from Google Ads, Bing Ads, or other paid search campaigns. Identified by gclid, msclkid, or UTM parameters with medium=cpc. |
| Organic Search | Visitors who found you through a Google, Bing, or other search engine result — without you paying for the click. |
| Direct | Visitors who typed your URL directly into their browser, used a bookmark, or came from a source that could not be identified. |
| Referral | Visitors who clicked a link to your site from another website (a blog post, directory listing, partner site, etc.). |
Visitors from email campaigns. Requires UTM parameters with medium=email on your email links. | |
| Display | Visitors from banner ads or display advertising networks. |
Donut chart visitor count
The Traffic Sources donut chart counts visitors using session-level data, which includes both web visitors and server-side events. This number may differ slightly from the KPI card visitor count, which only counts unique web visitors.
Breakdown boards
The dashboard includes four breakdown boards that let you analyze your traffic from different angles. Each board has multiple tabs for deeper analysis.
Traffic Sources board
| Tab | Shows |
|---|---|
| Channel | Visitors grouped by channel (Paid Social, Direct, Organic Search, etc.) |
| Referrer | The specific websites or domains sending visitors to you |
| Campaign | Traffic grouped by UTM campaign name |
| Keyword | Search keywords driving traffic (requires Google Search Console connection) |
Geography board
| Tab | Shows |
|---|---|
| Country | Where your visitors are located by country |
| Region | State or province level breakdown |
| City | City-level breakdown |
Content board
| Tab | Shows |
|---|---|
| Page | Which pages get the most views |
| Entry Page | The first page visitors land on |
| Exit Page | The last page visitors view before leaving |
Technology board
| Tab | Shows |
|---|---|
| Browser | Chrome, Safari, Firefox, etc. |
| OS | Windows, macOS, iOS, Android, etc. |
| Device | Desktop, Mobile, or Tablet |
Metrics in each breakdown
Every row in a breakdown board shows these metrics:
- Visitors — unique people
- Visits — total sessions (one person can have multiple visits)
- Pageviews — total pages viewed
- Bounce Rate — percentage of visits where the person left after one page
- Conversions — number of attributed conversions
- Revenue — attributed cash revenue
Click any row to expand a detail dialog showing the full metric breakdown and trend over time. You can also change the sort order to rank by any of these metrics.
Filtering
Use dashboard filters to focus on specific traffic segments. For example, filter to Channel = Paid Social to see only visitors from your paid ads, then examine which countries or devices they use.
Filters apply across all four boards simultaneously, so you can combine dimensions — like seeing only mobile visitors from the United States who came through Paid Social.
Channel classification details
For a technical deep-dive on how Atribu classifies channels (including click ID detection and UTM rules), see Channels.