When the user wants to analyze website traffic sources, attribution, or dark traffic. Also use when the user mentions "traffic sources," "dark traffic," "direct traffic," "UTM parameters," "traffic attribution," "channel attribution," "attribution optimization," "channel analysis," "traffic analysis," "traffic diversification," "natural traffic benchmark," or "organic vs paid traffic." For GA4 setup, use analytics-tracking.
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Guides website traffic analysis across all channels (organic, paid, social, referral, direct). Covers traffic source attribution, dark traffic identification, and multi-channel reporting.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
| Type | Characteristics |
|---|---|
| Branded | Higher CTR, conversion, purchase intent; users closer to funnel bottom |
| Non-branded | Touchpoint with future users; most sites get more non-brand traffic; competition fiercer |
Brand traffic grows over time as brand awareness increases.
A large share of traffic can be bot traffic—RPA, search crawlers, spiders, scrapers. Exclude or segment when evaluating real user behavior; use GA4 filters or segments to isolate human traffic.
| Channel | Typical Sources | Attribution |
|---|---|---|
| Organic | Google, Bing, other search | Referrer preserved |
| Paid (web) | Google Ads, Meta Ads, etc. | UTM required |
| Paid (app) | App install ads; Google App Campaigns, Apple Search Ads | UTM; in-app events |
| Paid (TV/CTV) | Streaming ads; Hulu, Roku, YouTube TV | UTM for QR/URL; brand lift |
| Social | Public posts (Facebook, LinkedIn, etc.) | Often preserved |
| Referral | External sites, backlinks | Referrer preserved |
| Direct | Typed URL, bookmarks | No referrer |
| Newsletters, campaigns | Often dark without UTM |
Traffic without clear origin--analytics tools default to "Direct" when referrer is missing. Common causes:
When traffic was sent from known sources, analytics often misattributed:
| Action | Purpose |
|---|---|
| UTM parameters | Tag links in emails, social, campaigns: ?utm_source=X&utm_medium=Y&utm_campaign=Z |
| Block internal IPs | Exclude company visits from reports |
| Segment direct traffic | Split by page type to estimate dark vs. genuine direct |
Ads, growth channels, and medium can be optimized by viewing attribution data. Clean UTM + conversion tracking feeds attribution models; reliable attribution drives budget allocation and channel decisions.
| Use | Action |
|---|---|
| Optimize ads | Compare paid channels (Google, Meta, LinkedIn) by attributed conversions; reallocate budget to winners |
| Optimize growth channels | Identify which medium (cpc, email, social, referral) drives conversions; scale what works |
| Multi-touch attribution | Requires clean UTM data; inconsistent tagging (e.g., facebook vs Facebook) fragments reports and misattributes |
GA4 Default Channel Grouping: Align utm_medium and utm_source with GA4's rules to avoid "Unassigned" traffic. ~30% of campaigns lack proper UTM markup, leading to wasted ad spend; teams standardizing UTM see 29% improvement in attribution accuracy.
Reference: UTM.io – utm_medium, utm_campaign & utm_source Optimization, UTMs for Marketing Attribution
| Parameter | Use | Example |
|---|---|---|
utm_source | Origin | newsletter, facebook, google |
utm_medium | Channel type | email, cpc, social |
utm_campaign | Campaign name | summer_sale, product_launch |
utm_content | Variant (optional) | banner_a, cta_button |
utm_term | Paid keyword (optional) | running_shoes |
GA4 alignment (avoid Unassigned):
| Channel | utm_medium | utm_source |
|---|---|---|
| Paid Search | cpc | google, bing |
| Paid Social | paid-social, cpc | facebook, instagram |
email | newsletter, mailchimp | |
| Organic Social | social | twitter, linkedin |
| App install | cpc, app | google, facebook, apple |
| CTV / Streaming | video, ctv | hulu, roku, youtube |
| Display / Banner | display, cpc | Publisher or network name |
| Directory ads | paid, cpc | taaft, shopify, g2, capterra |
| Principle | Guideline |
|---|---|
| Search share | Keep organic search below ~75% of total traffic |
| Health | Higher direct + referral share = healthier profile |
| Brand sites | Diversified traffic is common for strong brands |
| Engagement | Content, email, social, free tools drive return visits |
See seo-monitoring for full SEO data analysis framework.
Location: GA4 > Reports > Acquisition > Traffic acquisition
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When the user wants to create, optimize, or audit 404 error pages. Also use when the user mentions "404 page," "404 error," "error page," "page not found," "broken link page," "404 design," "custom 404," "404 redirect," "404 page UX," or "404 recovery." For sitewide page planning, use website-structure.
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When the user wants to create, optimize, or audit About page content. Also use when the user mentions "about page," "about us," "company story," "our team," "about section," "company overview," "brand story," "team page," or "who we are." For sitewide page planning, use website-structure.
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When the user wants to plan, implement, or optimize affiliate marketing strategy. Also use when the user mentions "affiliate marketing," "affiliate program strategy," "CPS model," "affiliate recruitment," "commission structure," "affiliate partners," "affiliate network," "affiliate tracking," "affiliate commission," or "partner marketing." For affiliate page, use affiliate-page-generator.
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When the user wants to create, optimize, or audit affiliate program page content. Also use when the user mentions "affiliate program," "affiliate page," "partner program," "referral program page," "affiliate landing," "partner landing," "commission page," or "affiliate signup." For affiliate program strategy, use affiliate-marketing.
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When the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
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When the user wants to create, optimize, or audit alternatives or comparison content (page or blog article). Also use when the user mentions "alternatives page," "alternatives listicle," "X alternatives," "competitor comparison," "vs page," "compare page," "best alternatives to X," "switch from X," "competitor brand traffic," "brand keyword ads," or "intercept competitor search." For competitor research, use competitor-research.
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