What are Referrers?

Referrers are the sources that lead visitors to your website. They show where a visitor was immediately before arriving on your site. For example:

  • When someone clicks a link to your site in a news article, the news website is recorded as the referrer.
  • If a visitor discovers your site through a Google search, Google is the referrer.
  • A visitor arrives at your site by clicking a link in a Facebook post, Facebook becomes the referrer.
  • When someone types your URL into the address bar or uses a bookmark, no external source is recorded, and the visit is categorised as a direct entry.

Identifying which pages frequently receive referral traffic helps you optimise high-performing entry points and improve underperforming channels to increase engagement and conversions.

Referrer Types in Matomo

Open Matomo > Acquisition > All Channels to view the Referrers reports.

Matomo reports Referrers Channel Types

Referrers are automatically categorised into the following channel types with details of each referrer.

1. Search Engines
Visits that originate from organic searches in search engines such as Google, Bing, DuckDuckGo, or Yahoo.

2. Campaigns
Traffic from links that include tracking parameters, such as mtm_ tags used in email campaigns, paid ads, or banners. These override the default referrer and attribute the visit to a named campaign. Read more about Campaign Tracking.

3. Websites
Visitors who arrive after clicking a link on another site, such as a blog, directory, or affiliate site.

4. Social Networks
Traffic coming from social media platforms like Facebook, X (formerly Twitter), Instagram, or LinkedIn.

5. Direct Entry
Visits with no recorded referrer. This includes people who type your URL directly into their browser,click a saved bookmark, or open a link in a desktop app or untrackable source (e.g. email clients or PDF files).

Why Referrers Matter

Referrer data is essential in web analytics as it reveals where your visitors are coming from.

  • It helps you understand how users arrive at your site, so you can evaluate the performance of your traffic sources.
  • Identify which sources consistently drive visits such as search engines, partner websites, or social media platforms. This information supports the management and development of valuable referral relationships.
  • Use referrer insights to focus on your most effective channels and discover new channels.
  • Optimise content placement, refine ad creations, or prioritise partnerships based on performance.
  • Track which campaigns generate the most traffic and evaluate the success of your acquisition strategies.