Within the traffic structure analysis you will find all the details about how your incoming website traffic is structured.

Reveal how your incoming traffic is structured and which channels your visitors use to visit your website. Since your website traffic is divided into different sources, check how each of them performs by:

  1. The Number of Sessions by channel
  2. Visited Pages per Session by channel
  3. Average Session Durations by channel
  4. Bounce Rate by channel

Set the time

Just in the upper right corner of the view you see a dropdown which enables you to choose a certain time range to which the data below should correspond to. It is important to constrain the displayment of data to certain dates or periods in which you ran potential campaigns or took other measures in order to measure how successful these actions were for future planning.

Important note: We only track data for this module from the moment it has been released.

Some general hints 

  • A lot of elements contain options to hover information or further actions. Just let your cursor run over various elements and discover how much data is actually packed into the view.
  • Almost all views and some single elements display a little "i-icon", giving you yet more information about the view/element. Hover these icons for more information.
  • All the Tabs have a little dot by the "Show data by" section, which enables the data comparison mode, to offer you a better view over the data of the current selected time range vs. the one of the exact previous period.

The first step you need to take to analyze your traffic, is to have an overview over the channels. You can see some of them in the image below, grouped by sources (direct, email, display ads, organic search, social media, referrals).

Besides these two major sources (direct and organic) you must also understand the difference between all of your traffic sources and how traffic is categorized.

Here is a list of all sources and how are they determined:

  • Direct: The traffic that comes to your website by simply writing the URL in the address bar of the browser. Note that sometimes, if the source of the traffic is unknown, it might be considered as being direct.
  • Email: Traffic that comes from email marketing campaigns, if there were email tags set as parameters in your URL.
  • Display Ads: Traffic that comes from search engine results of paid advertising (either across search ads or due to a targeting strategy).
  • Organic search: Everything that comes from the results of searching your website in the Search engines and are not paid as Ads. 
  • Social: Traffic with origin from social networks, such as Facebook, Instagram, LinkedIn, Twitter or others.
  • Referral: The traffic that is gained when your visitors are finding about your website through another website or app, different than the search engine ones.

Important note: Our app uses the referring websites or the URL parameters (if they can assess the source of traffic in any way) to determine the flow charts and how the tracffic is structured. A list of all the possible sub-classifications of our main channels, can be found here.

Now that you have a general basis for all web traffic channels, you can get to see the traffic share tendency depending on the source, which is based on the number of sessions in the selected time range:


You can easily see which of the traffic source keeps your visitors on the site the most. The average amount of pages visited during a visitor's session is calculated using all your visitors' sessions in the selected time period.

Important hint: Graphs that contain an average, will not take into account the zeros to be calculated (where applicable).
For instance, if the selected time range is last 7 days, but there are visits only for today and for the 4th day back, and 0 data for the others, the averages will be calculated using only these 2 days that have data.

The average time spent in a session, based on the source of the traffic is also expressed in a fairly intuitive flowchart.

Important Hint: The average session duration will not take into account the sessions with only one visited page.
Therefore, it may display a not so accurate time for single-page websites (or sessions that contain only one visit), unless the site is reloaded multiple times. This happens due to the fact that the time spent on the site is deducted as the sum of the exact time of a visit on the first page and the exact time on the next page(s).

Check out from which traffic source, your audience is the least interested in staying on your site and leaves quickly. The bounce rate percentage refers to when the visitor left your website after only a one-page view. It does not matter how long the visitor was on the page or how they left. We call it a "bounce" if it is a visit with only one interaction with your website.

Important hint: The Bounce Rate might not be so accurate for single-page websites (unless there are multiple reloads of the page).