Trends by Traffic Source helps you understand how well your main sources of site users are performing. It shows whether your investments in getting more users are paying off compared to your competitors, making it easier to optimize your acquisition strategy.
Featured traffic sources
Traffic sources include the following categories:
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Direct
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SEO
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SEA
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Paid Social
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Display
The displayed traffic sources result from the automatic grouping of site URLs under main traffic source categories.
Learn more about how traffic sources are categorized.
Trends by Traffic Source Overview
To access Trends by Traffic Sources, click on the 'See split by traffic sources' button located within the bar chart graphs summarizing the key trend insights for the selected metric.
At the top of the panel, you can find the primary observation from your competitive analysis for the selected metric, along with an overview of how the key traffic sources are performing and how they compare to those of your competitors.
Note: If you have the legacy key page trends, click on 'see trends and more' button located in bar graphs.
The data is presented using:
- Single-value metrics
- Line charts and insights
Single-value metrics
The top of the panel showcases the performance of the selected metric. This is presented through:
- Metric rate.
- The percentage gap between your site's metric rate and that of your competitors.
- The average metric rate for the competition.
- The average metric rate among the top 25% performing competitors.
Line chart insights
Each line graph showcases the curve of your metric, along with the distribution range of your competitors' data and the metric value for your top-performing competitors. The dotted blue line represents the average value of the competition.
In the example above, the Conversion rate on Direct of 18.4% displayed for the month of December is more than 1000% higher than that of competitors. The competitors' average remains consistently around the 2nd percentile.
As part of the insights, you can also see the following:
- Main observation. The insights provided are derived from the parameters set in the Analysis context, showcasing your current position and that of your competitors for the selected period. These insights will help you better understand how your traffic performance compares to theirs during the specified timeframe.
- Competitive position. The insights provided are derived from the parameters set in the Analysis context, showcasing your current position and that of your competitors for the selected period. These insights will help you better understand how your performance compares to theirs during the specified timeframe.
- Competitive progression. The insights are based on the parameters set in the Analysis context and represent the metric change in percentage for the selected period. This information helps you understand the degree of change in the metric and evaluate the performance during the specified timeframe.