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What External Sites Are Sending Folks to Getting Answers from Google Analytics

  • Congregational websites? District websites? Social media?
  • Google or other searches? What did they search for to get to
  • Where in do external sites send folks? To the home page? Beliefs & Principles? So many different pages that it’s not worth counting?

Looking for Answers in Google Analytics

Google’s “Traffic Sources” reports give detailed data about how people get to Web searches are responsible for more than half of our site's visits, so be sure you're following best practices for search engine optimization!

  • Referring Sites” shows which sites are sending traffic to; choosing “Landing Page” as a secondary dimension shows the specific pages they’re sending people to.
  • The “Organic Search” area shows what keywords led web searchers (from Google, Bing, etc.) to our site.
    • Most web-wide searches that lead to are pretty general (unitarian, uu, uua, etc.) but optimizing your pages for search engines may improve traffic from keywords relevant to your content.
    • A “Term Cloud” is a fun way to view search terms.
    • (not provided)” means that a user’s security settings are preventing data from being transmitted; check landing pages for hints.
  • Direct” traffic indicates an absence of information: users whose visits fall in this category either typed our URL directly into their browser address bar, or their privacy settings prevent Google from capturing additional data.

You can also use the “Content > Landing Pages” report with “Source” as a secondary dimension to review all sources for all landing pages.

On's Google Analytics Essential Training, watch Traffic Source Reports:

For more information contact analytics @

This work is made possible by the generosity of individual donors and congregations. Please consider making a donation today.

Last updated on Wednesday, September 12, 2012.

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The "Traffic Sources" data shows where visitors to our site come from.

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The "Organic Search" area shows what keywords led web searchers (from Google, Bing, etc.) to our site.

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Campaign tracking can be useful when trying to measure the relative efficacy of a variety of advertising venues.

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