Referrer
The URL of the previous page that linked a visitor to your website, indicating where your traffic originates.
The referrer (also spelled "referer" in HTTP headers) tells you which website sent a visitor to your site. When someone clicks a link on another website that points to your page, their browser includes the source URL in the request.
Referrer data helps you understand your traffic sources. You can see which websites link to you, which search engines send visitors, and which social platforms drive engagement. This information is valuable for partnership decisions and content strategy.
Direct traffic shows no referrer, which happens when visitors type your URL directly, use bookmarks, click links in apps, or when the referrer is stripped for privacy. Some browsers and privacy tools also hide referrer information.
Referrer analysis complements UTM tracking. While UTM parameters require you to tag links in advance, referrer data is captured automatically. Use both together: referrers show organic backlinks and discovery, while UTM parameters track deliberate campaign performance.
Frequently asked questions
Why is some traffic showing no referrer?
Traffic shows no referrer (appearing as direct) when visitors type URLs directly, use bookmarks, click links in apps or emails, or when browsers/privacy tools strip referrer data. Use UTM parameters to track these sources.
What is the difference between referrer and UTM source?
Referrer is automatically captured by browsers and shows the previous page URL. UTM source is a parameter you manually add to links to explicitly tag traffic sources. UTMs are more reliable but require setup.
How do I see my top referrers?
In your analytics tool, look for "Referrers" or "Traffic Sources" reports. These show which external websites send the most visitors to your site, ranked by traffic volume.