Traffic Structure

Reveal How Your Incoming Traffic is Structured and Which Channels Your Visitors Use to Visit Your Website.

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

Right above the tiles, you can see a date-selector icon. This enables you to select a certain time period, or specific day, for which you want the Dashboard's data to correspond. It is crucial to limit the presentation of data to specific dates or timeframes during which you executed potential campaigns or implemented other strategies. This will allow you to assess the effectiveness of these actions and use the insights gained for future planning.

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

  • 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.
  • On each tab, you'll find the option to compare the data. When you select the Compare to Previous Period radio button, a second line (lighter shade) will be added to the graph. These lines will show data from the preceding time period before the one selected. You have the option to show the data by day, week, month or year. As a result, if the chosen period to study is this week, the preceding period would be the same number of days but prior to the current week.

Traffic Channels – by Sessions

The first step in analyzing your traffic is to have an overview of the traffic channelsIn addition to identifying the primary traffic channels, direct and organic, you must also understand the distinctions between all of your traffic sources and how they are categorized. 

This comprehensive understanding will provide you with insights into how visitors reach your site and enable you to make informed decisions to enhance your online presence.

Here is a breakdown of the traffic channels and how are they determined:

  1. Direct: This refers to visitors who come to your website by directly typing your website's URL into their web browser's address bar. In cases where the source of the traffic is uncertain, it's still considered as direct.
  2. Email: Traffic that originates from email marketing campaigns. It's tracked when specific tags are included as parameters in the URLs within your email campaigns.
  3. Paid Ads: Traffic that comes from search engine results of paid advertising (either across search ads or due to a targeting strategy).
  4. Organic Search: This traffic comprises visitors who discover your website through search engine results like those from Google or Bing. Importantly, this traffic is unpaid and is based on the natural search results. 
  5. Social Media: This includes visitors who find your website through social media platforms such as Facebook, Instagram, LinkedIn, Twitter, and other platforms.
  6. Referrals: This traffic is gained when visitors learn about your website by clicking on links from other websites or apps. These links come from various sources on the internet and are distinct from search engine referrals.

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 traffic is structured.  To make this information easily accessible to you, we've prepared a CSV file that shows how we are categorizing URLs by traffic channel.  

Click here to DOWNLOAD

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.

Important Hint: You have the flexibility to pick the channels you want to observe on the graph. When you tap on a channel, it will be instantly deselected and taken off the graph. Tapping it once more will restore its selection.


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).