Start with the question
When a website gets visits, how do I tell whether people arrived through search, direct navigation or another channel?
Start with the same website, month and traffic scope. Read channel shares as modeled estimates, then use search visibility and landing pages to understand the search portion without turning one channel into the whole story.
Use this workflow
- 01
Set the comparison boundary
Record the website, observation month, device scope and provider before comparing channels. A different period can explain a change that looks like a channel problem.
- 02
Read the channel mix
Use the report’s traffic sources to see direct, search, social, referrals and other modeled shares. Keep the estimate and its confidence beside the conclusion.
- 03
Open the search layer
Search visibility adds ranking keywords, estimated search visits and landing pages. It answers which searches are visible, while the whole-site report answers how large the site may be.
- 04
Turn the signal into a question
A rising search share can lead to a keyword and page review; a strong direct share can lead to a brand or retention question. Treat the channel as a clue for research.
What a traffic source estimate can support
Channel estimates help compare public acquisition patterns across websites and months. They are useful for deciding what to inspect next, with the provider, date and scope attached.
- Compare the same website across adjacent months.
- Compare a shortlist of public competitors on the same scope.
- Find a search or referral question to investigate further.
Keep the estimate within its boundary
A source mix does not reveal private analytics, conversion rate or revenue. Use it with search visibility, public facts and a clear observation date instead of presenting it as a first-party measurement.