“Sources, Summary” report

The summary report contains information on all the sources that attracted users to your website.

View report: Reports → Standard report → Sources → Sources, summary.

An example of this report is available for the Yandex.Metrica demo tag.

  1. What you can do with this report
  2. Report structure and settings

What you can do with this report

Pinpoint your traffic sources

The report shows the sources that attracted users to your website.

Evaluate the quality of traffic sources based on the bounce rate

The higher the bounce rate, the less the site is engaging users (bounces are users who leave within 15 seconds of looking at a single page). For instance, a high bounce rate for search engine clicks may indicate that your web pages are not relevant to users' search queries. For more information, see the Search queries report.

Learn which sources produce more converted users
To get this data, first create a goal and use it in your report.
Note. When analyzing converted sessions and users, you have to consider the attribution model.
Find out which sources bring in a certain level of revenue
The report will display traffic sources that generated revenue equal to, more than, or less than the amount you specify.
  1. Click .
  2. Select the condition Ecommerce → Total revenue.
  3. Select More, Less, or Equals and enter the amount.

Find out the average order value each source generates
To find out the average order value, add a special metric to your report:
  1. Click the Metrics button.
  2. Select Average revenue from purchase.
View traffic sources for a specific page on your website

To do this, select the segment with the URL of the specific page:

  1. Click .
  2. Select the condition Behavior → Landing page.
  3. Specify the webpage URL.

Report structure and settings

Each session has its own source. Yandex.Metrica organizes the sources into groups:

Source Description
Direct traffic Users typed in your site URL manually or opened it from their browser bookmarks.
Link traffic Users visited your site by clicking a link on another site. The page URL hosting the link is saved as the referrer.
Search engine traffic Users clicked a link to your site in search results. Yandex.Metrica can detect the majority of search engines. Yandex.Metrica stores the name of the search engine used, usually along with the search query.
Traffic from social networks Users followed a link posted on a social network. Most social networks identify the user who posted a link or the community it was posted by.
Ad traffic This is traffic generated by Yandex services (Yandex.Direct, Yandex.Market, Yandex.Display), media platforms, and tagged links (such as UTM, Openstat, or Google Ads). For more information, see the Ad systems report.
Messenger traffic
Clicks on links posted in messengers are identified by the referrer and UTM tags.
Learn more
Yandex.Metrica collects data on the following messengers:
  • Skype
  • Telegram
  • Viber
  • WeChat
  • WhatsApp
Use these UTM tags to identify your source of traffic:
  • utm_medium (required) with the value messenger (recommended) or social.
  • utm_source. The tag is used to identify the messenger. For example, utm_source=viber. If there is no tag in the URL, the tag value is omitted, or the value isn't recognized by Yandex.Metrica, then the source will be labeled as Other messenger: identified by tags.

    Full tag list:
    • skype for Skype
    • telegram for Telegram
    • viber for Viber
    • wechat for WeChat
    • whatsapp for WhatsApp
Recommendation system traffic
Clicks on links in news feeds, personalized recommendation lists, and similar sources. Does not include data from traffic exchange networks and news aggregators (Yandex.News, Rambler News and Google News).
Learn more
Yandex.Metrica recognizes the following recommendation systems:
  • Yandex Zen
  • Flipboard
  • Google.Discover (excluding traffic on iOS devices)
  • Opera Personal News
  • Sony News Suite
Cached page traffic
Yandex.Metrica attributes traffic to this source in the following cases:
  • The user opened your website by clicking a locally saved link (the session might have the referrer file:///С:/Documents/User/page.html).
  • The landing page domain contains localhost or 127.
Internal traffic If the user stopped doing anything on the site and the session timeout expired but the browser was still open, when the user later resumes activity Yandex.Metrica registers a new session with “internal traffic” as the source.
Note. For accurate detection of internal traffic, make sure that the correct site URL is shown in the tag settings (in the Tag section).
Mailing traffic The user clicked a link in an email.

Undefined means that some of the session characteristics couldn't be identified, although the session itself was registered in the system. For instance, Yandex.Direct traffic may have Yandex: Undefined listed as the source. That means that Yandex.Metrica recognized the ad platform, but couldn't identify details such as the campaign, keyword, and so on.

More information

There are many reasons why sessions might be “undefined” in Yandex.Metrica. For instance, if the source of Yandex.Direct traffic appears as Yandex: Undefined, this could mean that there was a time lag between generating a yclid tag in Yandex.Direct and registering the session in Yandex.Metrica. This can happen in the following situations:

  • The user accessed the page by clicking an ad, left the tab open, and later refreshed the page.
  • The user clicked a link from an ad, but then forwarded it to someone else. The repeat session using this link won't be associated with the click from Yandex.Direct, either.
  • Redirects on the site may cause yclid tags to disappear from the link and lose the referrer.

The report supports all settings available in Yandex.Metrica.

FAQ about traffic sources

  1. Why isn't data being collected for ad systems?
  2. Why is there a lot of direct traffic to the site?
  3. How can I find out where internal traffic is coming from?
  4. Why do my Yandex.Metrica reports show a lot of traffic with the source “Unknown”?
  5. Why isn't traffic from certain sites registered?

Why isn't data being collected for ad systems?

In order for Yandex.Metrica reports to show information about Yandex.Direct campaigns, you need to take these steps in Yandex.Direct on the Campaign parameters page:

  • Enter the tag ID in the Metrica tags box.
  • Keep the Tag links for Yandex.Metrica option enabled (URLs from Yandex.Direct ads will have the yclid=... tag appended to them).

To collect data from other ad systems, you must use tags.

Why is there a lot of direct traffic to the site?

  • This traffic could have been generated by robots. You can see information about robot sessions in the Robots report under the Monitoring group. If you have discovered surges of unnatural traffic in the Robots report and you have reason to believe that this situation will reoccur, we recommend enabling robot filtering using strict filters and behavior.
  • It's possible that this traffic came from sites that use the HTTPS protocol, so the referrer wan't transmitted. In this case, we recommend using the utm_referrer tag.

How can I find out where internal traffic is coming from?

Formally, a session is labeled as Internal traffic when the session begins with a click from a page on the domain that is specified as the site's domain or additional domain in the tag settings. For example, the tag settings list the site address http://mysite.example/. The session starts from the page http://mysite.example/page1.html, and the click wasn't made from an external source, but from a page on the same site, such as http://mysite.example/contacts.html (in other words, the page contacts.html was identified as the referrer when going to page1.html).

There are several reasons why this situation may occur:

  • The user navigated to a page (contacts.html in this case), but didn't perform any actions on the site for the duration of the time set as the session timeout in the tag settings (by default, this is 30 minutes). The user's next click on the site (to page1.html) is a new session, but the source is the same site.


    One possibility is to increase the session timeout. On the other hand, first you need to determine the usage patterns for your site. Let's look at an example with email (Yandex.Mail).

    The user logged in, checked email, and left the page open in the browser. An hour later, the user came back and checked email again, then replied to messages. In this case, it wouldn't be correct to combine all the user's actions in a single session. There really were multiple sessions on the site. So the presence of internal traffic is an indicator of the site's usage patterns.

  • A user followed a link from an external source to a page that doesn't have a tag (for instance, contacts.html), then immediately (during the same session) navigated to a page with a tag (in this case, page1.html). This means that two conditions are met: the session starts from page1.html (because Yandex.Metrica doesn't have data about the contacts.html pageview due to the absence of the tag on this page), but the page the user navigated from (contacts.html) belongs to the same site that is specified in the tag settings (http://mysite.example/).


    We recommend installing the Yandex.Metrica tag on the page. In this case, it may be difficult to tell which page is missing the tag. You can use segmentation to help you find it.

Why do my Yandex.Metrica reports show a lot of traffic with the source “Unknown”?

This situation usually occurs if the code snippet is installed incorrectly (the part of the code that should be inside the <noscript> tag is located outside of this tag).

Why isn't traffic from certain sites registered?

More and more sites are switching to secure HTTPS connections. At the same time, those sites that haven't switched to secure connections yet have a growing percentage of direct traffic. From a technical point of view, direct traffic represents sessions on your site when the user's browser didn't pass the HTTP Referer header. This header normally contains the URL of the previous page that the user navigated to your site from. If this field is missing, it means there wasn't a previous page. For example, the user entered the URL in the browser's address bar.

The W3C (World Wide Web Consortium) has published a Referrer Policy, which contains recommendations on transmitting this header: the referrer should be transmitted when navigating from HTTP to any type of site, and from HTTPS to HTTPS, but the referrer isn't sent when going from HTTPS to HTTP. This means that if you leave the secure loop of HTTPS sites, the browser doesn't openly transmit the URL of the last page you visited in unencrypted format.

In practice, this means the following for site owners: if your site uses HTTP, you won't see the traffic source if this source uses a secured HTTPS connection.


We recommend switching your site to a secured connection. You can get an encryption certificate for free through the Let's Encrypt project, which is a non-profit certification center supported by many prominent representatives of the internet industry.

If you own a secured internet resource but you want the Referer header to always be transmitted for traffic from your site even when going to unsecured sites, you can put special markup on the site's pages that link to unsecured resources. For more information about how to mark pages, refer to the “Referrer Policy” document (see the section Referrer Policy Delivery). According to the data of the Can I use project, this link markup is already supported by over half of the browsers in use.