Updated
Referral traffic is visits that reach your website through a link on another site. In Google Analytics 4 they appear in the Referral channel.
Which websites can refer visitors
- Blogs and news sites.
- Partners, suppliers and business directories.
- Forums and comparison sites.
- AI assistants such as ChatGPT or Perplexity that link to their sources.
Analysing referral traffic
GA4 shows which domains send visitors and how many of them become customers. Good referrals are often valuable backlinks for SEO too. Make sure payment providers or your own subdomains are not wrongly counted as referrals, and tag your own links from newsletters or social media with UTM parameters.
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