Traffic Source Analytics: Understanding Your Site's Visitor Origins and Performance
Traffic Sources panel in Squarespace Analytics reveals which channels drive visits, orders, and revenue to your website. This data helps optimize your marketing strategy by showing the effectiveness of different traffic sources.
Available Traffic Sources by Plan:
- Trial, Personal, Business, and Basic plans: Track visits
- Commerce, Core, Plus, and Advanced plans: Track revenue, orders, conversions, and campaign performance
Main Traffic Channels:
- Direct: Visitors typing URL directly or opening in new window
- Email: Traffic from email marketing campaigns
- Social: Visitors from social media platforms
- Search: Organic traffic from search engines
- Referral: Links from other websites and blogs
- Paid channels (varies by plan):
- Basic/Personal: Combined paid traffic
- Commerce/Advanced: Separate display ads, paid search, and paid social
Squarespace website analytics dashboard
Key Performance Indicators (KPIs):
- Visits
- Revenue
- Orders
- Conversion Rate
- Average Order Value (AOV)
- Revenue per Visit (RPV)
Web traffic sources table
Analyzing Traffic Data:
- View detailed breakdowns by channel
- Sort and filter by different metrics
- Expand channels to see specific sources
- Track individual campaign performance
Squarespace support social links
Important Notes:
- Commerce data is based on "last click" attribution
- Subscription renewals are excluded from traffic sources
- SSL settings can affect referral traffic reporting
- Ad campaign traffic attribution varies by platform and tracking setup
- Some discrepancies may exist between Traffic Sources and Sales data due to timing differences
To get the most accurate data, ensure proper SSL settings and use trackable links for campaigns when possible.
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