Traffic

Overview

The Traffic module shows where your website visitors are coming from. It tracks the sources, mediums, and campaigns associated with visits to your tracked pages, giving you a high-level picture of your marketing reach.

Reading the Traffic Report

Traffic Sources

Traffic is grouped by source — the origin of the visit (e.g., Google, Facebook, direct, referral). Each row shows the source name and the number of visits attributed to it in the selected date range.

Date Range Filtering

Use the date range filter at the top of the page to narrow down the report to a specific period. This is useful for measuring the impact of a specific campaign or event.

Source Types

You can filter by traffic type (organic, paid, referral, direct, etc.) to focus on a specific acquisition channel.

How Traffic is Captured

Traffic data is collected when visitors land on pages that have the Straightline tracking snippet installed. The snippet reads the utm_source, utm_medium, utm_campaign, and utm_content parameters from the URL, as well as the referrer header.

Tips

• Traffic data and Lead source data are related but separate. A visit becomes a lead only when the visitor submits a form. Use both reports together to understand your conversion funnel.
• Install the tracking snippet on all your key landing pages, not just the contact form page. This gives you a fuller picture of visitor behavior before they convert.
• Compare traffic trends with lead volume trends on the Dashboard to spot correlation between marketing activity and lead generation.