How is traffic source attributed (social, referral, organic, AI search)?

Each visit is attributed to a traffic source — social media, referral sites (and individual referrers), organic search, and AI search — plus direct. So you can see not just what visitors did but where they came from, including the increasingly important "AI search" category. Source attribution lets the business understand which channels drive traffic and conversions, informing where to…

Each visit is attributed to a traffic source — social media, referral sites (and individual referrers), organic search, and AI search — plus direct. So you can see not just what visitors did but where they came from, including the increasingly important "AI search" category. Source attribution lets the business understand which channels drive traffic and conversions, informing where to invest. The attribution is captured per session alongside the journey data.