Note: While our most popular guides have been translated into Spanish, some guides are only available in English.
Traffic Sources Analytics

The Traffic Sources panel in Analytics shows where visitors are coming from and which referrers are the most valuable to your site or online store. With this panel, you have insight into which channels—like search engines, blogs, social networks, email, and ads—are driving the most visits, orders, and revenue, to help you make decisions about your marketing strategy.

Note: This is an upgraded version of Referrers.

The Traffic Sources panel is available in all plans, but the data you see depends on your plan:

  • Website plans (Personal and Business) can see traffic sources by visit.
  • Commerce plans (Basic and Advanced) can see traffic sources by multiple KPIs, including revenue, orders, and conversion.

What determines a Traffic Source?

For Commerce-related KPIs like revenue and conversion, traffic sources are based on a visitor’s “last click,” or the exact link a visit came from before placing an order. This means that if a visitor came to your site from two different sources and made a purchase on the second visit, we’ll attribute their order to the second source.

Review the Traffic Sources panel

  1. In the Home Menu, click Analytics, and then click Traffic Sources.
  2. Click the drop-down menus at the top of the panel to filter results by time, from January 2014 to today.
  3. To identify mobile trends, you can also filter results by device type: Mobile, Tablet, Desktop, or Other.

Filter by KPI

Click the tabs to filter results by different KPIs, including:

These tabs are only available in the Commerce plans. To learn about these terms, visit Sales Overview.


Traffic sources and channels

When someone visits your site, the traffic source is where that visitor came from, like a link on another site, an email campaign, or a search engine results page. We group these sources into general channels–like Direct, Social, and Email–to help you understand how different channels are performing.

If you don’t have traffic from a channel, it won’t show. For example, if no visits came from sources we categorize as Display Ads, Display Ads won’t show in the panel.


Direct represents when someone typed your URL directly into their browser, rather than coming to your site from another page.

If this number appears inflated, it could be because some of those visits are from you visiting your site without logging in. When you're logged in, your activity doesn’t count toward visits. However, when you're logged out, we have no way to identify that the visit is you, so those visits can count as Direct, or as a different source if you clicked to your site from somewhere else without logging in, like your Facebook page. You can read about how to avoid this in Hiding your activity from Analytics.


Search represents traffic from organic and paid searches in Google and other search engines.

Tip: Redeem your Google AdWords credit to drive traffic from paid search.


Social represents traffic to your site from social networks like Facebook, Twitter, Pinterest, LinkedIn, Instagram, and YouTube.

Tip: Squarespace has tools to help you drive traffic to your site from social media. Use built-in tools like pushing content, Share buttons, and Pin it buttons to promote share content and products on social.


Referral represents websites and blogs that link to your content that don’t fit under other channels.


Email represents traffic from email marketing campaigns.

For Squarespace Email Campaigns, if your website is on a Commerce plan you can see detailed sales information in your site's analytics, such as revenue generated by each campaign. Additional analytics information displays in the Email Campaigns Dashboard.

For MailChimp, you can compare traffic from forms and campaigns. Traffic from forms represents visitors who followed a link to your site at the end of a mailing list signup form. Traffic from campaigns represents visitors who followed a link to your site from an email. To see specific campaign names, connect MailChimp to a Form or Newsletter Block, which allows Squarespace to ask MailChimp for that information. To learn more, visit Using MailChimp with Squarespace.

Note: To attribute traffic from a MailChimp campaign to the Email channel, check E-commerce link tracking when you set up the campaign in MailChimp. Otherwise, traffic from the campaign is considered Direct.

Display Ads

Display Ads represents traffic coming from display ads on other sites.

Overview graph

The line graph at the top of the panel shows trends over time. Each line on the graph represents a different channel like Direct, Social, or Email. Hover over any point to see data per channel for a time frame.


Use the date filter to change the time scale. Time scale options depend on the number of available data points.


Traffic breakdown table

The table below the graph displays a breakdown of each channel and how it’s performing. This is a great way to quickly compare different channels and see your most valuable referrers at a glance.

On Website plans, you can view and sort sources by visits.


On Commerce plans, you can view and sort sources by more Commerce KPIs:

  • Revenue
  • Visits
  • Orders
  • Conv. Rate
  • AOV
  • RPV


Click a column name to sort the table.

To see all sources grouped into a channel, (for example, specific social networks under Social or websites under Referral), click the arrow next to the channel name for an expanded view.

You can look further to see specific paths under each source. This is useful for identifying the exact source of a visit, like a specific page from a referral website or pin on Pinterest.


Tip: When looking at Google data, you'll see a list of local Google domains where visitors are coming from, like,, or You can use this view to get a general sense of search engine traffic to your site by country.

Potential discrepancies

Data for these KPIs might not 100% match what’s in Sales Overview:

  • Revenue
  • Conversion Rate
  • AOV
  • RPV

If you notice discrepancies between the KPIs in Traffic Sources vs. Sales Overview, it’s because:

  • Traffic Overview is based on visits–specifically, the revenue from any visits from the selected date range.
  • Sales Overview is based on revenue from the selected date range, regardless of when the visit happened.

This difference could be more noticeable when viewing shorter date ranges.

Was this article helpful?
13 out of 23 found this helpful
Traffic Sources Analytics