Sources

The Sources report provides complete analysis of traffic sources using UTM parameters and referrers.

Accessing the Report

1. Select a site from the site selector
2. Click Sources in the sidebar

URL pattern: /sites/{site_id}/sources

Tabs

The report has 6 tabs for different levels of UTM analysis:

1. Sources Tab

Shows traffic grouped by UTM Source and Medium combination.

Column	Description
Source / Medium	Combined source and medium (e.g., "google / cpc")
Entrances	Sessions from this source
Pageviews	Total page views
Bounce Rate	Single-page session percentage
Events	Microconversions
Conversions	Completed conversions
Conv. Rate	Conversion rate
Revenue	Total revenue

Charts included:

• Stacked Bar Chart: Volume by source (Entrances + Conversions)
• Pie Chart: Distribution of top 4 sources
• Dual Axis Chart: Conversion Rate (bars) vs Bounce Rate (line)

2. Mediums Tab

Shows traffic grouped by UTM Medium only.

Medium	Description
organic	Search engine organic traffic
cpc	Cost-per-click paid traffic
social	Social media organic traffic
email	Email marketing traffic
referral	Links from other websites
(none)	Direct traffic

Same columns and charts as Sources tab.

3. Campaigns Tab

Shows traffic grouped by UTM Campaign.

Column	Description
Campaign	Campaign name
Source / Medium	Associated source and medium
Entrances	Sessions from this campaign
...	Same metrics as Sources tab

Useful for:

• Comparing ad campaigns
• Tracking email campaigns
• Measuring promotional campaigns

4. Terms Tab

Shows traffic grouped by UTM Term (typically search keywords).

Column	Description
Term	Search term or keyword
Campaign / Source / Medium	Associated UTM parameters
Entrances	Sessions from this term
...	Standard metrics

Useful for:

• Paid search keyword analysis
• Understanding search intent
• Identifying high-value keywords

5. Content Tab

Shows traffic grouped by UTM Content (for A/B testing ads).

Column	Description
Content	Ad variant identifier
Campaign / Source / Medium	Associated UTM parameters
Entrances	Sessions from this variant
...	Standard metrics

Useful for:

• A/B testing ad creatives
• Differentiating links pointing to same URL
• Tracking banner variations

6. Referrers Tab

Shows traffic from referring websites (not UTM-based).

Column	Description
Referrer	Domain of referring website
Entrances	Sessions from this referrer
Pageviews	Page views from this referrer
Bounce Rate	Bounce rate
Events	Microconversions
Conversions	Conversions
Conv. Rate	Conversion rate
Revenue	Revenue

Useful for:

• Identifying backlink traffic
• Finding partnership opportunities
• Monitoring press mentions

Charts

Each tab (except Terms and Content) includes three charts:

Stacked Bar Chart

Shows volume comparison:

• Horizontal bars per source/medium
• Stacked: Entrances (blue) + Conversions (green)
• Quick visual of volume vs conversion balance

Pie Chart

Shows distribution:

• Top 4 sources/mediums
• Remaining grouped as "Other"
• Percentage labels

Dual Axis Chart

Shows efficiency comparison:

• Bars: Conversion Rate (left axis)
• Line: Bounce Rate (right axis)
• Identifies sources with good conversion but high bounce

Filtering

Each tab has its own filter builder:

Common Filters

Field	Use Case
Source contains "google"	All Google traffic
Medium equals "cpc"	Paid traffic only
Conversions greater than 10	High-performing sources
Bounce Rate less than 50	Engaged traffic

Combining Filters

Example: Find underperforming paid sources

1. Medium equals "cpc"
2. AND Conversions less than 5
3. AND Entrances greater than 100

UTM Parameter Reference

Parameter	URL Format	Example
Source	utm_source=	google, facebook, newsletter
Medium	utm_medium=	cpc, organic, email
Campaign	utm_campaign=	spring-sale, brand-2025
Term	utm_term=	running+shoes
Content	utm_content=	banner-a, text-link

Example URL

https://example.com/landing?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale&utm_term=running+shoes&utm_content=banner-a

Use Cases

Evaluating Ad Spend

1. Go to Sources tab
2. Filter: Medium equals "cpc"
3. Compare:
   • Google vs Facebook vs LinkedIn
   • Cost per conversion (external data + Revenue)
   • Conversion rates

Comparing Campaigns

1. Go to Campaigns tab
2. Sort by Revenue (descending)
3. Identify:
   • Best performing campaigns
   • Campaigns to scale
   • Campaigns to pause

Finding High-Value Referrers

1. Go to Referrers tab
2. Sort by Conversions (descending)
3. Look for:
   • Unexpected high-performing referrers
   • Partnership opportunities
   • Guest posting targets

Analyzing Email Performance

1. Go to Mediums tab
2. Filter: Medium equals "email"
3. Review:
   • Open → Click → Conversion funnel
   • Compare campaigns in Campaigns tab

Keyword Analysis

1. Go to Terms tab
2. Sort by Conversions
3. Identify:
   • Converting keywords
   • High-traffic low-conversion keywords (optimize landing pages)
   • Long-tail opportunities

Export

Each tab has its own export:

• Exports current tab data only
• Respects active filters
• Includes all visible columns
• CSV format