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Traffic source tracking

Know which sources send buyers, not just visits.

Every visit is attributed to a channel and a source, and every source gets its own conversion rate, so you can put effort where it pays.

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Traffic sources in GoTrace: an example account for yoursite.com
From an example account. Channels and sources with sessions, engagement, time on site, conversions and conversion rate.
01 Features

How sources are reported

Clean channels

Organic search, direct, referral, social, email, paid search, paid social and AI, classified automatically.

Named sources

Google, Bing, Reddit, LinkedIn, newsletters, ChatGPT, Perplexity and the rest, each with its own numbers.

AI as its own channel

Visits from AI assistants are recognised by referrer and by the tags assistants add to links, instead of being lost in Direct.

Conversion rate per source

Compare how visitors from each source convert, not just how many arrive.

Change over time

Each source is compared with the previous period, and sudden jumps or drops become insights.

Campaigns

UTM-tagged links are reported by campaign and medium.

02 In practice

Making sources work for you

01

Find your best source

Sort by conversion rate to see which sources bring buyers.

02

Spot a new one early

When a new referrer or AI assistant starts sending visitors, it appears in your brief.

03

Tag what you control

Add UTM tags to newsletters and posts so every campaign is measured.

03 Privacy

Measured, not watched.

Only the referring domain is kept. Full referrer URLs, which can contain search terms and tokens, are stripped before anything is stored.

What the tracker collects

04 Questions

Frequently asked questions

Why is some traffic shown as Direct?

Visits with no referrer and no campaign tag, such as typed addresses, bookmarks and some app links, are counted as Direct.

Do you track AI traffic like ChatGPT?

Yes. Visits from ChatGPT, Claude, Perplexity, Gemini, Copilot and other assistants are grouped in their own AI channel.

Can I see sources for a single page?

Yes. Open any page in the Pages report to see its sources, devices and navigation paths.

05 Related

Keep exploring

Referrer tracking

See every site that sends you visitors.

See which websites, communities, newsletters and AI assistants refer visitors to your site, how those visitors behave and how they convert.

 UTM and campaign tracking

Know which campaign actually worked.

Track UTM campaigns automatically: utm_source, utm_medium and utm_campaign are captured from every link, reported per campaign and medium, with engagement and conversion rates.

 Website traffic analytics

Your traffic, measured and explained.

Website traffic analytics for visitors, sessions, pageviews, sources and conversions, with statistical alerts and a daily plain-language brief of what changed and why.

 Blog

How to track ChatGPT traffic in your website analytics

Visitors from ChatGPT, Perplexity, Claude and Gemini often end up filed as "Direct" or generic referral traffic. Here is how to recognise them, measure them properly, and decide what to do about them.

See your own site explained.

30 days of every feature, including traffic sources. No card, no sales call.

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