---
title: Understand HubSpot's traffic sources in the traffic analytics tool (PT)
description: Learn more about the traffic sources in HubSpot's traffic analytics tool.
---

[Central de conhecimento HubSpot ](https://knowledgeqa.hs-sites.com/pt)

# [Understand HubSpot's traffic sources in the traffic analytics tool (PT)](https://knowledgeqa.hs-sites.com/pt/reports/understand-hubspots-traffic-sources-in-the-traffic-analytics-tool)

 Written by [HubSpot Support](https://knowledgeqa.hs-sites.com/pt/author/hubspot-support) | Sep 16, 2021 8:20:53 PM

When [using the *Sources* tab in the traffic analytics tool](https://knowledgeqa.hs-sites.com/articles/kcs_article/reports/analyze-your-site-traffic-with-the-traffic-analytics-tool#analyze-your-traffic-sources-with-the-sources-tab), HubSpot categorizes different traffic metrics into sources. You can see this in your *Sources* chart and table. HubSpot will categorize traffic based on the URL that the visitor clicked.

## How traffic is categorized into each source

HubSpot follows a set of rules to categorize traffic into a specific source, and checks the full page URL and the referring domain, if available, against these rules. They are applied in this order:

| **Order** | **Rule** | **Source** |
| --- | --- | --- |
| 1 | The referring domain is considered internal traffic based on [the listed site domains in reports settings.](https://knowledgeqa.hs-sites.com/reports/exclude-traffic-from-your-site-analytics#exclude-traffic-from-ip-addresses-or-referrers) | None |
| 2 | The "utm_medium" parameter is “social” and the "utm_source" contains a name of a [recognized social network](https://knowledgeqa.hs-sites.com/pt/reports/understand-hubspots-traffic-sources-in-the-traffic-analytics-tool?hs_amp=true#social-media). OR The "utm_medium" parameter is "social" and the referring domain is a social media site. | Social media |
| 3 | The "utm_source", "utm_medium", "utm_campaign", or "source" parameter contains the word “email”. | Email marketing |
| 4 | The "utm_medium" parameter contains "paid," "ppc," or "cpc", and the "utm_source" parameter contains the name of a [recognized social network](https://knowledgeqa.hs-sites.com/pt/reports/understand-hubspots-traffic-sources-in-the-traffic-analytics-tool?hs_amp=true#paid-social). OR The "utm_medium" parameter contains "paid," "ppc," or "cpc", and the referring domain is a social media site. OR The "utm_source" or "utm_medium" contains "paidsocial". | Paid social |
| 5 | The "utm_source", "utm_medium", "utm_campaign, or "source" parameter contains the word “adword”, “ppc”, or “cpc”. | Paid search |
| 6 | The "gclid" parameter is present, as it is the Google click ID. | Paid search |
| 7 | The "utm_source", "utm_medium", or "utm_campaign" parameter is present and the referring domain is google.com. | Paid search |
| 8 | The "utm_source", "utm_medium", "utm_campaign", or "source" is present and does not contain the words “email”, “adword”, “ppc”, or “cpc” | Other campaigns |
| 9 | Referring domain is a social media site. | Social media |
| 10 | Referring domain is a search engine. | Organic search |
| 11 | Referring domain is not a social media site or search engine. | Referral |
| 12 | Referring domain is a mail domain or RSS reader. | Direct traffic |
| 13 | No referring domain or tracking URL. | Direct traffic |

## Definitions and drill-down data of each source

Each source has one or two levels of data that you can view. To drill down into these details, click the **source** in the table in the *Sources* tab.

### Organic Search

 Traffic bucketed under *Organic Search* comes from non-paid search results in known search engines, such as Google, Bing, and Yahoo.

- To view the keywords used in the search engine, click the **Organic search** source in the *Sources* table. When there are *Unknown keywords (SSL)*, it is likely due to the search engine encrypting user data. For example, [Google encrypts all search terms entered by their users](https://blog.hubspot.com/marketing/google-encrypting-all-searches-nj?_ga=2.143656637.924695126.1567394978-625112299.1541655891).
- To view the referring search engine (e.g., Google, Bing, Yahoo), click a **keyword** .

### Referrals

 Traffic bucketed under *Referrals* comes from external sites that link to your website. HubSpot does not categorize visits from [your added site domains](https://knowledgeqa.hs-sites.com/articles/kcs_article/reports/set-up-your-site-domains#add-site-domains) as referrals, as they are not external sites.

- To view the referrer domain that linked the visitors to your site, click the **Referrals** source in the *Sources* table.
- To view the specific pages from the domain that links to your site, click a **referrer**. 
    - A referring domain may have more than one page that links to your site.
    - If the page's link to your site has been removed, it remains in your referrals data as it is still historically accurate.

### Social media

 Traffic bucketed under *Social media* comes from social media websites or apps. An example is when a visitor shares your content or website on their social media account, and their followers visit your content. 

- To view the social media channels that led visitors to your site, click the **Social Media** source in the *Sources* table. HubSpot recognizes the following social media networks: 
    - BlogCatalog
    - CoTweet
    - Delicious
    - Digg
    - Facebook (HubSpot will also recognize "fb")
    - Fark
    - Flickr
    - FriendFeed
    - Google+
    - HackerNews
    - HootSuite
    - Instagram (HubSpot will also recognize "ig")
    - Knol
    - LinkedIn
    - links.hubspot.com
    - LiveJournal
    - Meebo
    - Metacafe
    - Mixx
    - MyBlogLog
    - MySpace
    - Ning
    - Orkut
    - Pinterest
    - Plurk
    - Propeller
    - Quora
    - Qq (HubSpot includes traffic from the subdomains: xw, mp, mail, and feeds of qq.com)
    - Reddit
    - Seesmic
    - Slashdot
    - Slide
    - SlideShare
    - Sphinn
    - StumbleUpon
    - Squidoo
    - Technorati
    - Tip'd
    - Triiibes
    - Tumblr
    - Twitter
    - Vimeo
    - WhatsApp
    - Wikipedia
    - Xing
    - YouTube
    - Zhihu
- To view if there were campaigns related to the social media shares, click the **site**. This is derived if the URL contains the "utm_campaign" parameter. HubSpot's [social publishing tool](https://knowledgeqa.hs-sites.com/articles/kcs_article/social/create-and-publish-social-posts) automatically adds this parameter if there is a campaign associated to the post.

### Email marketing

 Traffic bucketed under *Email marketing* comes from HubSpot marketing emails or emails that used the "utm_campaign" parameter in the URL the visitor used to arrive at your site.

- To view the campaigns, click the **Email marketing** source in the *Sources* table. These values are derived from the "utm_campaign" parameter in the URL. HubSpot's marketing email tool automatically adds this parameter when the email is associated to a campaign. 
    - The value "hs_email" is the default campaign value for HubSpot marketing emails sent without being associated to a campaign.
    - The value "hs_automation" is the default campaign assigned to automated emails sent through workflows.
- To view the name of the email, click the **email campaign**, derived from the "utm_content" parameter in the URL the visitor used to arrive at your site. 
    - The "utm_content" parameter is added automatically for emails sent through HubSpot.
    - If the HubSpot email that the visitor used to arrive at your site has been deleted in HubSpot, the email's internal ID will be displayed instead of its name.
- **Please note:** if the name of the email is *HubSpot Marketing Email Preview*, it was a [test marketing email sent](https://knowledgeqa.hs-sites.com/email/how-do-i-send-a-test-email).

### Paid search

 Traffic bucketed under *Paid search* comes from paid search campaigns (e.g., Google AdWords).

- To view the paid search campaigns specifically, click the **Paid search** source in the *Sources* table. This is derived from the "utm_campaign" parameter in the URL.
- To view the search term that led the visitor to your site, click a **campaign**. If the URL is from a content network like AdSense, the data will be grouped under *Content Network (AdSense or Other)*. If the keyword cannot be identified, the data will be grouped under *Unknown Keywords SSL*. 
    - HubSpot usually derives the search term for the *Paid search* bucket from the "q" parameter in the visitor's URL.
    - To identify this parameter, [view the *First Referring Site* property value in the contact record](https://knowledgeqa.hs-sites.com/articles/kcs_article/contacts/how-do-i-manually-edit-a-property-for-a-particular-contact) you want to check for.
    - In the URL, identify the "q" parameter. This is the search term. If the "q" parameter is empty, HubSpot checks for the value in the "utm_term" parameter. If both parameters do not exist or have no values, the keyword cannot be identified.

### Paid social

 Traffic bucketed under* Paid social* comes from a paid social campaign.

- To view the social media channels that contributed to this source, click the **Paid social **source in the *Sources* table. This is derived from the "utm_source" parameter in the URL. HubSpot recognizes the following social media networks: 
    - BlogCatalog
    - CoTweet
    - Delicious
    - Digg
    - Facebook (HubSpot will also recognize "fb")
    - Fark
    - Flickr
    - FriendFeed
    - Google+
    - HackerNews
    - HootSuite
    - Instagram (HubSpot will also recognize "ig")
    - Knol
    - LinkedIn
    - links.hubspot.com
    - LiveJournal
    - Meebo
    - Metacafe
    - Mixx
    - MyBlogLog
    - MySpace
    - Ning
    - Orkut
    - Pinterest
    - Plurk
    - Propeller
    - Quora
    - Reddit
    - Seesmic
    - Slashdot
    - Slide
    - SlideShare
    - Sphinn
    - StumbleUpon
    - Squidoo
    - Technorati
    - Tip'd
    - Triiibes
    - Tumblr
    - Twitter
    - Vimeo
    - WhatsApp
    - Wikipedia
    - Xing
    - YouTube
- Click the **social media channel** to view its campaigns. This is derived from the "utm_campaign" parameter in the URL.

### Direct traffic

 Traffic bucketed under *Direct **traffic* do not have an indication of their source. Typically, these are people who typed the URL directly in their browser, or removed all query parameters before entering a site. To view the entrance URLs for these visitors, click the **Direct traffic source**.

### Other campaigns

 Traffic bucketed under *Other campaigns* usually comes from [tracking URLs created in HubSpot](https://knowledgeqa.hs-sites.com/articles/kcs_article/settings/how-do-i-create-a-tracking-url).

- To view the campaign, click the **Other campaigns** source in the *Sources* table. This is derived from the "utm_campaign" parameter in the URL.
- To view the values for "utm_source" and "utm_medium", click a **campaign**.

### Offline sources

Traffic bucketed under *Offline sources* comes from offline sources. This appears if you select the *Include offline sources* checkbox in the *Sources* tab.

However, because these metrics come from offline sources, they will not have certain metrics, such as sessions. To view the [source drilldown data of the new contacts](https://knowledgeqa.hs-sites.com/articles/kcs_article/reports/how-were-contacts-added-to-hubspot-from-an-offline-source), click the **Offline sources** source.

 

[View full post](https://knowledgeqa.hs-sites.com/pt/reports/understand-hubspots-traffic-sources-in-the-traffic-analytics-tool)

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