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What is a source in Google Analytics?

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Published on Jan 20, 2023 by Iron Brands

In Google Analytics, the "Source" dimension shows you where your website traffic is coming from. It can be used to see which external sources drive traffic to your website, such as search engines, referral websites, or direct traffic. This information can be useful for identifying the most valuable sources of traffic and adjusting your marketing efforts accordingly.

Google Analytics can track a variety of sources, including:

  • Direct traffic: Visitors who type the website's URL directly into their browser.
  • Referral traffic: Visitors who arrive at your website from another site, such as a search engine.
  • Social traffic: Visitors who arrive from a social media platform such as Facebook or Twitter.
  • Paid search traffic: Visitors who arrive through a paid search ad, such as a Google AdWords campaign.
  • Email traffic: Visitors who arrive from an email link.
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