How to Track Website Visitors per Traffic Source: A Comprehensive Guide

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

11 February 2024

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How to Track Website Visitors per Traffic Source: A Comprehensive Guide

As a savvy marketer or business owner, you understand that knowing where your website visitors come from is crucial for a successful marketing strategy. Tracking website visitors per traffic source allows you to optimize your marketing campaigns, allocate resources more efficiently, and ultimately increase your conversion rates.

In this comprehensive guide, we'll discuss the importance of tracking website visitors per traffic source and provide a step-by-step guide on how to do so effectively, complete with real-world examples and insights from industry experts.

The Importance of Tracking Website Visitors per Traffic Source

Understanding your website's traffic sources is vital for several reasons:

  1. Optimizing marketing channels: By identifying which sources bring you the most valuable visitors, you can allocate resources more effectively and prioritize marketing efforts for these high-performing channels.
  2. Improving user experience: By analyzing visitor behavior according to traffic sources, you can uncover trends and implement changes that boost the user experience for specific segments of your audience.
  3. Increasing conversions: Understanding visitor preferences based on where they came from allows you to tailor content accordingly, ultimately leading to higher conversion rates.

Step-by-Step Guide to Tracking Website Visitors per Traffic Source

To help you track website visitors per traffic source, we've outlined a four-step process using various tools and techniques.

Step 1: Implement Web Analytics Tools

To begin, you'll need a web analytics tool that offers in-depth insights into your visitor behavior. Google Analytics is a popular choice as it's free, user-friendly, and comprehensive. However, alternatives like Flowpoint.ai can provide additional benefits such as AI-generated recommendations and advanced behavior analytics.

To set up Google Analytics, follow these steps:

  1. Create a Google Analytics account if you don't have one.
  2. Insert the tracking code into your website's header or footer.
  3. Configure settings to track traffic sources accurately.

Step 2: Use UTM Parameters

UTM (Urchin Tracking Module) parameters are tags added to URLs that help to identify the source of website traffic. UTM parameters include:

  1. Source: The platform where visitors come from (e.g., Google, Facebook).
  2. Medium: The marketing channel used (e.g., organic, email).
  3. Campaign: The specific marketing campaign (e.g., Winter Sale, Product Launch).

By appending UTMs to your marketing links, you can pinpoint which efforts drive more traffic and conversions. For example, if you're running a campaign on both Facebook and Twitter, you can use UTMs to determine which platform generates more visitors and sales.

Step 3: Analyze Traffic Source Data

After implementing web analytics tools and UTM parameters, the next step is to analyze your traffic source data. In Google Analytics, navigate to the "Acquisition" section and then "All Traffic" to view traffic source data.

Identify high-performing traffic sources by paying attention to:

  1. Bounce rate: The percentage of visitors who leave your website after viewing only one page. Lower bounce rates typically indicate a positive user experience.
  2. Time on site: The average length of time spent on your website. Longer visit durations can signify higher engagement.
  3. Conversion rate: The percentage of visitors who complete a desired action (purchase, sign-up, etc.). High conversion rates indicate effective traffic sources.

Step 4: Optimize Your Marketing Strategy

Based on your findings, optimize your marketing strategy to allocate resources more efficiently. Focus on high-performing traffic sources and explore opportunities to improve underperforming ones to boost overall website performance.

Real-World Examples

Let's look at two real-world examples that demonstrate the benefits of tracking website visitors per traffic source:

  1. Canva, a graphic design tool, attributes over 60% of its growth to optimizing their referral program. By tracking visitor origin and behavior, they were able to optimize invite links and incentives, leading to a highly effective referral network.
  2. Versett, a digital consultancy, saw a 500% increase in organic search traffic after implementing UTMs to better understand which keywords led to the most conversions.


Tracking website visitors per traffic source is essential for optimizing marketing strategies, enhancing user experience, and boosting conversion rates. By implementing web analytics tools, using UTM parameters, analyzing traffic source data, and optimizing your marketing strategy, you'll be better equipped to make informed decisions and drive business growth.

To discover more insights and unleash the full potential of your website's performance, consider using an advanced analytics platform like Flowpoint.ai, which goes beyond basic web analytics to offer AI-generated recommendations, funnel analytics, and session tracking.

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