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Analyse website traffic sources
Use website traffic analysis to find where visitors came from and connect acquisition to outcomes.
What it is
The Sources report groups measured visitors by the acquisition source attached to their visit. Campaign context can also include UTM medium, source, campaign, content and term values captured at the start of the visit.
Why use it
Use this report to understand which referrers and campaign labels introduce visitors, then compare that traffic with engagement and conversion outcomes.
Before you start
- Use consistent
UTMnaming in campaign links. Different spellings and letter cases can separate activity that your team intended to group together. - Choose a date range that contains the complete campaign or reporting period you need to evaluate.
How to use it
- 1
Open the Sources report
Start with the unfiltered report and review the sources with the highest measured visitor totals for the selected period.
Product screenshot placeholderDashboard - Sources
Capture focus: Traffic sources and their visitor totals
1Source2Visitors3Filter actionReplace this slot with the matching production surface and numbered callouts before publishing. - 2
Separate source from volume
A large source contributes more visitors, but that does not make it the most valuable source. Read the visitor count first, then add engagement, conversions or revenue context.
- 3
Check campaign labels
Use
UTM source,UTM mediumorUTM campaignfilters when you need to isolate a named campaign. Premely keeps the first captured campaign values fixed for that visit. - 4
Compare the source with an outcome
Review the matching conversion goal or connected revenue result. A source can deliver fewer visitors and still produce more completed outcomes.
- 5
Investigate unattributed or direct activity
Traffic can lack a usable referrer or campaign value. Treat it as missing acquisition context rather than assigning a source that Premely did not receive.
What to expect
Source is visit context
Read source and campaign values as the acquisition context recorded for the visit. They do not identify a person or prove that the source alone caused a later conversion.
Privacy protections can reduce detail
Premely removes query strings from referrer URLs and excludes unsafe attribution values. A smaller amount of trusted context is better than storing sensitive or misleading detail.
Useful ways to apply this
Evaluate a paid campaign
Filter by the campaign's UTM values, then compare visitors, unique conversions and revenue for the complete campaign period.
Review partner traffic
Find the partner source, compare its engagement with the site baseline and check whether its visitors complete the intended goal.