WEBVTT

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What does a referring website in analytics tell you?

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It can identify a source that linked a visitor towards your site.

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Review the source and the visitor journey.
6 referral-report checks.

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Start with the referring source
A visitor can arrive through a link from another website.
External page · Link to your site · Arriving visitor

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Read source and medium
The source names the origin; the medium describes the traffic method.
Source dimension · Medium dimension · Report scope

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Channels follow classification rules
Analytics groups traffic using the available source information.
Available information · Channel rules · Classified traffic

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Review useful destinations
Check which page the visitor reached and the action they took.
Landing page · Customer task · Useful result

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Watch for journey complications
A payment provider or another business domain can need measurement review.
Checkout journey · Cross-domain setup · Unwanted referral review

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Change exclusions carefully
Ask the maintainer to confirm the cause and retest the full journey.
Evidence first · Correct configuration · Complete journey test

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Your checklist
Start with the referring source · Read source and medium · Channels follow classification rules · Review useful destinations · Watch for journey complications · Change exclusions carefully

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Investigate the source before changing referral settings.
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