Traffic Source Analysis in Squarespace provides detailed insights into channel performance and visitor behavior. Here's what you need to know:

Traffic Source Overview

• Tracks visits, orders, and revenue from different channels
• Shows which marketing efforts drive the most value
• Helps optimize marketing strategy based on performance data

Available Metrics by Plan Type:

Website Plans (Personal, Business, Basic):

• Traffic sources by visit
• Basic channel tracking
• Combined paid channel metrics

Commerce Plans (Core, Plus, Advanced):

• Detailed revenue tracking
• Order analytics
• Conversion rates
• Campaign-specific tracking
• Separated paid channel metrics

Main Traffic Channels:

Direct Traffic:

• Visitors typing URL directly
• Links opened in new windows
• Some logged-out admin visits

Search Traffic:

• Organic search engine results
• Paid search results (tracked separately in Commerce plans)

Social Media:

• Organic social media traffic
• Platforms include Facebook, Instagram, LinkedIn, Pinterest, YouTube, X
• Paid social tracked separately in Commerce plans

Email Traffic:

• Email marketing campaigns
• Newsletter clicks
• Form submissions

Referral Traffic:

• Links from other websites
• Blogs and content mentions
• Non-categorized sources

Paid Channels:

• Display ads
• Paid search
• Paid social media
• Tracked separately in Commerce plans

Key Performance Indicators (KPIs):

Basic KPIs (All Plans):

• Total visits
• Traffic source breakdown
• Channel performance

Advanced KPIs (Commerce Plans):

• Revenue
• Orders
• Conversion rate
• Average order value (AOV)
• Revenue per visit (RPV)

Data Analysis Features:

• Date range filtering (from January 2014)
• Daily, weekly, monthly views
• Detailed breakdown tables
• Source-specific path analysis
• Campaign tracking

Important Considerations:

Attribution Model:

• Based on "last click" before purchase
• Subscription renewals filtered out
• Initial subscription purchases included

SSL Impact:

• Different SSL settings may affect referral tracking
• Secure/insecure mismatches show as direct traffic

Reporting Accuracy:

• Some discrepancies normal between traffic and sales data
• Time zone and visit duration can affect attribution
• Campaign tracking requires proper link setup

Using this data effectively helps optimize marketing strategies and improve return on investment across all channels.

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