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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.

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

Traffic Sources by plan

What you see in the Traffic Sources panel depends on your plan or the type of trial site you started.

Traffic sources

  • Website trials and sites on the Website Personal and Website Business plans see traffic sources by visit.
  • Commerce trials and sites on the Commerce Basic and Commerce Advanced plans see traffic sources by multiple KPIs, including revenue, orders, and conversion.
  • Commerce trials and sites on the Website Business, Commerce Basic, and Commerce Advanced plans can track individual campaigns created from the URL Builder.


  • On all plans, the Direct, Email, Referral, Social, and Search channels display.
    Website trials and sites on the Website Personal plan see a Paid channel, which includes traffic from display ads and paid search.
  • Commerce trials and sites on the Website Business, Commerce Basic, and Commerce Advanced plans see separate Display Ads and Paid Search channels.

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.
Tip: Use menu shortcuts to add a link to this panel to your Home Menu.

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 Analytics.


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. Links opened in a new window also count as Direct.

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.

Display Ads

On Website Business, Commerce Basic, and Commerce Advanced plans, Display Ads represents traffic coming from display ads on other sites.

On Website Personal plans, traffic from display ads is included in the Paid channel.


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. 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.

The Search channel represents organic traffic from Google and other search engines.

Tip: The Search channel previously included paid search results. If you've noticed a dip in your Search results, check your Paid Search channel (Website Business, Commerce Basic, Commerce Advanced, Commerce trials) or Paid channel (Website Personal, Website trials).


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 Pinterest Save buttons to promote share content and products on social.


On Website Personal plans, this channel represents traffic from display ads on other sites, and paid searches in Google and other search engines.

Paid Search

On Website Business, Commerce Basic, and Commerce Advanced plans, the Paid Search channel represents paid searches in Google and other search engines.

On Website Personal plans, traffic from paid searches is included in the Paid channel.

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


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

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.

Click the Daily drop-down menu 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:

  • Revenue
  • Conversion Rate
  • AOV
  • RPV

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

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

For example, if a customer visits your site one day, but leaves their browser window open on your site and doesn't place an order until the next day, Traffic Sources displays the order and revenue on the day the visit occurred. Meanwhile, Sales displays the order and revenue on the day the order was placed.

The larger the timeframe, the higher this discrepancy may be.

Traffic from ad campaigns

When you run an ad campaign, the channel that shows the visits from that ad depends on the type of link used in the campaign. Email Campaigns and Instagram Shopping campaigns are automatically tracked. All other ad campaigns aren't tracked automatically, but you can create trackable links with the URL Builder tool.

Use the table below to see the channels where visits for ad campaigns will appear in Traffic Sources.

Tip: Tracked ads display the campaign name.

Paid Search

Paid Social


URL Builder links

  • Google Ads
  • Facebook Ads (this includes Instagram Ads)
  • LinkedIn Ads
  • Pinterest Ads
  • Twitter Ads
  • Youtube Ads
  • n/a

Automatically tracked links

  • n/a
  • Squarespace Email Campaigns
  • Instagram Shopping

Non-tracked ad links

  • Google Ads
  • n/a 
  • Facebook Ads
  • LinkedIn Ads
  • Pinterest Ads
  • YouTube Ads
  • Twitter Ads
  • Instagram Ads
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Traffic Sources Analytics