Traffic source analytics help you understand which channels drive visits, orders, and revenue to your website. Here's a comprehensive breakdown of how to use and interpret this data:

Key Features by Plan Type

Basic Plans (Personal, Business, Basic):

• Shows traffic sources based on visits
• Includes basic channel tracking

Commerce Plans (Core, Plus, Advanced):

• Tracks multiple KPIs (revenue, orders, conversion)
• Enables individual campaign tracking
• Provides detailed channel breakdowns

Main Traffic Channels

Direct:

• Visitors typing URL directly
• Links opened in new windows

Email:

• Traffic from email marketing campaigns
• Includes Squarespace Email Campaigns and Mailchimp

Social:

• Traffic from platforms like Facebook, Instagram, LinkedIn
• Includes organic and paid social media traffic

Search:

• Organic traffic from search engines
• Separate tracking for paid search (Commerce plans)

Referral:

• Links from other websites and blogs
• Excludes traffic from other tracked channels

Analyzing Performance

Available KPIs:

• Visits (all plans)
• Revenue (Commerce plans)
• Orders (Commerce plans)
• Conversion Rate
• Average Order Value (AOV)
• Revenue Per Visit (RPV)

Using the Analytics Dashboard:

• Filter by date range
• Compare channels side-by-side
• View detailed breakdowns by source
• Sort data by different metrics

Important Considerations

Attribution:

• Based on "last click" before purchase
• Subscription renewals not included
• Some discrepancies may exist between traffic and sales data

SSL Impact:

• Different SSL settings between sites may affect tracking
• Ensure consistent HTTPS usage for accurate referral data

Campaign Tracking:

• Google Ads appear in Paid Search
• Social ads require trackable links
• Email campaigns automatically tracked
• Instagram Shopping shows in Social channel

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