What is the source of Google Analytics?

Do you know where users come from your website?

The source of influx represents where the user came from the site, and in order to increase the site's ability to attract customers, it is first necessary to understand where and how many users are coming from.
Introducing how to check the inflow source in Google Analytics and tools that can easily check the inflow source.

1. What are "Channels", "Sources" and "Media" in Google Analytics?

Google Analytics categorizes the sources of visitors to your website by "channel," "source," and "media."

① Referrer

Represents the source site, such as Google or yahoo.

② Media

Represents the classification of the referrer. Such as direct search (organic), listing ads (cpc), and links on websites (referral).

Reference: https://support.google.com/analytics/answer/6099206?hl=en

③ Channel

Refers to the classification of the inflow route based on the source and the media. There are 10 types by default and you can customize them freely.

Reference: https://support.google.com/analytics/answer/3297892?hl=en

If you want to see the source of the influx based on a rough grouping such as listing ads or direct search, you may want to use the referrer and the media if you want to see the channel, the site of the influx and the detailed classification of the influx. In addition, there is also a dimension "source / media" on Google Analytics, but this is a classification that combines the above source and media, such as "google listing ads".

2. How to check the inflow source with Google Analytics

Indices for confirming the source of inflow include “number of inflows” and “bounce rate”.

"Inflows" refers to how many users came in from the source, and "Bounce Rate" refers to the percentage of users who left without seeing any other pages. "Number of inflows" and "bounce rate" represent the quantity and quality of inflows.

Click here for inflow numbers
Click here for bounce rate

Now, let's check the source from Google Analytics.
The method differs depending on whether you check the source of the entire site or the source of the landing page.

① When confirming the inflow source of the entire site

After logging in to Google Analytics,

1. Click [Acquisition> Overview]
2. Displays the number of sessions and bounce rate from each channel of the entire site
3. Change [Primary Dimension]
Google Analytics Customer Acquisition Report
4. You can check the number of sessions and bounce rate from each source and media.
Google Analytics each referrer / session count / bounce rate confirmation screen

② When confirming the inflow source for each landing page

1. Click [Action> Site Content> Landing Page]
2.Click the URL of the page you want to check
Google Analytics landing page confirmation screen
3. Select the default channel group, media and referrer from [Secondary Dimension> Customer Attraction]
Google Analytics Landing Page Confirmation Screen by Source
4. You can check the dimensions and related information selected for each landing page
Related information confirmation screen for each landing page of Google Analytics

Note that when checking the entire site or focusing on landings, "inflows" and "sessions" can be treated as the same index.

As you can see, in Google Analytics, it is important to note that the method of checking differs depending on the source of the influx.

3. How to visualize the source in Anatomy

The access analysis tool "Anatomy" that "visualizes" Google Analytics allows you to visually check the number of inflows from Google Analytics inflow sources and the bounce rate.

In Anatomy, blue tiles indicate the source of the inflow (①). In addition, the number written on the blue tile is the number of inflows from the source to the entire site.

Inflow source confirmation screen of access analysis tool "Anatomy"

Click the blue tile (②) to check the number of inflows from each source to each page.

Confirmation screen of number of inflows by inflow source of access analysis tool "Anatomy"

In addition, you can easily check the bounce rate of users who entered each page. If you switch the metric to bounce rate (①) and click the blue tile (、), the background color of the tile is red if the bounce rate of users coming from that source is higher than the site average, The background color is blue.

Bounce rate confirmation screen of access analysis tool "Anatomy"

However, since the bounce rate is also affected by the nature of the page that came in, it is not always possible to say that a high bounce rate is problematic. However, if the bounce rate is significantly higher than the average, it means that the page is not meeting the needs of the user from the source.

In this way, in Anatomy, the number of inflows from the inflow source and the bounce rate can be checked with a simple operation, which can lead to the discovery of improvements on the site.


The purpose of a visit to a site depends on the source. It is important to prepare a landing page that suits the purpose of the user. Please try "Anatomy" once, a tool that can analyze the inflow source while comparing it with the landing page design.

If you have any concerns about your Google Analytics settings, such as the source / media settings not working properly, there is also a service that can diagnose the settings of Google Analytics, so please try them together.

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