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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.

Tip: This is an upgraded version of Referrers.

Availability by plan

Traffic Sources is available in all Squarespace plans. The data you see in this panel depends on which plan you’re on:

  • On the Website Personal and Business plans, you can view traffic sources by visit.
  • On the Commerce Basic and Advanced plans, you can review traffic sources by other KPIs, including revenue, orders, and conversion.

Based on the last click

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:

  • Visits - All plans
  • Revenue - Commerce plans only
  • Orders - Commerce plans only
  • Conversion Rate - Commerce plans only
  • Average Order Value (AOV) - Commerce plans only
  • Revenue Per Visit (RPV) - Commerce plans only

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 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. To prevent this from happening, we recommend logging in from or clicking Login at the top of this site. You can also bookmark your login URL, which looks like this:

To learn more, visit 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 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 programs like MailChimp. Most frequently, traffic from this channel is the result of email marketing campaigns.

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 drill down 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 drilling down to Google, 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.

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Traffic Sources Analytics