ProductTraffic SourcesEvery feature on every plan.
Understand where every visitor comes from
Follow 19 named traffic channels plus Unassigned, with a dedicated AI Assistants channel, regional search domains, social referrers, five UTM fields and a link builder in site settings.
Every visit lands in one of 19 channels, Direct, Organic Search, Paid Search, AI Assistants, Organic Social, Paid Social, Organic Video, Paid Video, Organic Shopping, Paid Shopping, Email, Referral, Display, Paid Other, Affiliates, Cross-network, Audio, SMS or Mobile Push Notifications, and in Unassigned when no rule fits. The rules follow the default channel definitions of Google Analytics 4, and when a tagged link names no utm_source, the site the visitor came from stands in as its source.
02
AI assistants get a channel of their own
Recognized referrers and UTM sources include ChatGPT, Perplexity, Claude, Gemini, Copilot, DeepSeek, Grok, GigaChat and other AI services. Attribution needs a referrer, a supported app identifier or campaign tags; an untagged visit with no referrer cannot identify its source.
03
Regional Google and Yandex domains
OpenMetrica recognizes Google on every regional domain, from google.co.uk and google.de to google.com.br, and the Google app on Android, as well as Yandex on all of its domains and ya.ru. Gmail and Yandex Mail count as email and Gemini as an AI assistant, not as search.
04
Social networks and communities
Facebook, X, LinkedIn, Instagram, Reddit, Pinterest, TikTok, Threads, Bluesky, VK, Telegram, Dzen, Habr and more, identified by the referrer or by utm_source. YouTube, Vimeo, Twitch and Rutube count as video. See which platforms drive real engagement.
05
Full UTM parameter breakdown
Break down traffic by utm_source, utm_medium, utm_campaign, utm_term, and utm_content. The sources panel keeps all five in its Campaigns menu, beside Channels and Sources, for granular campaign analysis.
06
Built-in UTM link builder
Generate UTM-tagged URLs directly from your site settings. No need for external tools. Enter your base URL and UTM values, see a real-time preview, and copy to clipboard with one click.
OpenMetrica combines the referrer with the visit's UTM tags to place every visit in a channel. A medium such as cpc, ppc, retargeting or paid marks a visit as paid, and so does a Google Ads, Microsoft Advertising or Yandex Direct click ID on the landing page, even without UTM tags. An ad click its network tagged alone, with a click ID and no UTM tags, is paid on the network the visit came from, so a YouTube ad is Paid Video, a Google ad on another site is Display, and a click from no site at all is Paid Search. Only the fact that a click ID was there is kept, never its value. Google Ads tags written by hand count as well, so utm_medium=gsn is Paid Search and utm_medium=gdn is Display whatever the source, and a link tagged utm_source=google-ads, googleads, google_ads or adwords is Paid Search from Google unless its medium says display. Each visit keeps the site it came from, by name or by address, and its UTM tags, and the channel is worked out from them each time a report is read, so when the rules learn a new AI assistant, earlier visits recorded with its address move to AI Assistants too. A visit's source is its utm_source when the link names one, so a link opened in a mail or a chat app is counted under the source it was tagged with rather than as Direct.
02Paid search
See which ads and keywords bring visitors
A click on Paid Search opens its own report, with tabs for the ad networks (Google Ads, Microsoft Advertising, Yandex Direct), the campaigns, the bidded keywords and the ads, each with visitors, and under a goal filter its conversions and conversion rate. It also says how many paid clicks carry no campaign tags, which an auto-tagged click never does, and the UTM builder has a ready tracking template for the search campaigns of each of the three networks. The keywords are the ones your ads bid on, as the template puts them in utm_term, never the searches people typed.
03UTM campaigns
Measure every marketing campaign
UTM fields are extracted before query strings are removed from page paths. This preserves campaign fields for reporting while keeping page reports grouped by path. Recognition depends on the tags and referrer that the visitor's browser actually sends.
04Referrer analysis
Domain-level referrer breakdown
See which specific external domains send you the most visitors. Internal referrers (same-domain navigation) are automatically detected and excluded from external source reports, so your Direct traffic count stays accurate.
03The details
Frequently asked questions
Answers before you get started.
How does OpenMetrica classify traffic into channels?
Each visit is placed by its referrer and its UTM tags, following the default channel rules of Google Analytics 4. A visitor from google.com is Organic Search. The same visitor on a link tagged utm_source=google and utm_medium=cpc, or arriving from a Google Ads click on a search, is Paid Search, while an untagged Google Ads click from YouTube is Paid Video and one from another site is Display. A link from chatgpt.com, or one tagged utm_source=chatgpt.com, is AI Assistants. A visit from another site that fits no more specific rule is Referral, tagged or not, and tagged traffic with no referrer that fits no rule is Unassigned.
Do I need to set up UTM tracking?
No setup required. OpenMetrica automatically detects UTM parameters in your URLs. However, you do need to add UTM tags to your campaign links. The built-in UTM link builder in site settings makes this easy.
What if my referrer is not recognized?
Unknown external referrers are classified as Referral traffic with the referring domain shown as the source name. You can see exactly which domains send you traffic in the Sources breakdown.
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