How to Find Your Website’s Top Sources of Traffic Using Google Analytics

Visitors come to your website every day.

But how do they find your site?

Is it from a search engine, from another website, from a paid ad, from a social media site, or perhaps from an email link?


How do visitors find my website?

Information about how people find your website can be found in the Acquisition section of Google Analytics.

Google uses two dimensions to describe how people find your site: Source and Medium.

Google defines them as follows:

  • Source: the origin of your traffic, such as a search engine (for example, google) or a domain (
  • Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral).



Source/Medium is a dimension that combines the dimensions Source and Medium.

Examples of Source/Medium include:

  • google/organic
  • newsletter-2019/email


Here is the Google Analytics menu path: Acquisition > All Traffic > Source / Medium.


Finding Your Top Traffic Sources in Google Analytics




Why do I need to know my top traffic sources?

It is crucial to know the traffic sources that drive the most or best traffic to your websites.

You probably have limited marketing resources (time and/or money) to spend on acquiring traffic.

So knowing which traffic channels are sending you visits that help grow your business will allow you to focus on the areas that have the most impact.

You want to know which traffic source is providing the highest return on investment (ROI) for your business.

This will help provide insights into which of your marketing efforts are working and which might need to be optimized.


How do I find my top traffic sources in Google Analytics?

In this short video you will learn how to find your top traffic sources in Google Analytics.




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Hi, I’m Kyle and I want to take the pain and frustration out of analytics for you.

I help marketers use Google Analytics to find answer to their top business questions.