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Traffic Sources Analytics

The Traffic Sources panel in Analytics measures where visitors are coming from and which referrers are the most valuable to your business. With this panel, you have insight into which channels—like search engines, blogs, social networks, email, and ads—are driving the most orders and revenue so you can identify new opportunities for your marketing strategy.

This panel is available in the Commerce plans. For similar statistics in Website plans, see the Referrers panel.

Before you begin

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

Open Traffic Sources

  • In the Home Menu, click Analytics, and then click Traffic Sources.
  • Click the drop-down menus at the top of the panel to filter results by time up to last year.
  • To identify mobile buying trends, you can also filter results by device type: Mobile, Tablet, Desktop, or Other.

Filter by metric

Click the drop-down menu to filter results by different Commerce KPIs, including:

  • Revenue (default)
  • Visits
  • Orders
  • Conversion Rate
  • Average Order Value (AOV)
  • Revenue Per Visit (RPV)

To learn about these terms, visit Commerce 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 to try driving traffic from your store 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 business from social media. Use built-in tools like pushing content, Share buttons, and Pin it buttons to promote your products on social.


Referral represents websites and blogs that link to your content which doesn't fit under other channels.


Email represents traffic from email programs like MailChimp. Most frequently, revenue 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 for the metric you’re viewing (like Revenue or RPV) 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 specific date.

Click by day, by week, by month, or by year 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 based on Revenue, Visits, Orders, Conv. Rate, AOV, and RPV. This is a great way to quickly compare different channels and see your most valuable referrers at a glance.

Click a column name to sort the table by that metric.

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.
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Traffic Sources Analytics