Website Traffic Source Analysis

I need a focused deep-dive into my site’s traffic sources so I can see exactly where visitors come from, how each channel performs, and where hidden opportunities or waste may sit. Tool choice is still open—Google Analytics, Adobe Analytics, or Matomo are all on the table—so part of the assignment is advising on which platform (or blend of them) will surface the clearest insights.

Primary focus
Traffic sources are the cornerstone of this project. Please trace every referring medium (organic, paid, social, direct, email, affiliates and any others you uncover), quantify their contributions, and highlight patterns such as seasonality, campaign spikes or sudden drops. If your analysis naturally reveals meaningful user behavior patterns or conversion rate findings, feel free to weave those in.

Expected deliverables
• A concise briefing that outlines data-collection settings, filters applied and any tracking fixes you implement
• An interactive dashboard (Data Studio, Looker, Tableau or similar) that lets me slice traffic by channel, campaign, device and geography in real time
• A written report summarising key findings, quick-win recommendations, and a roadmap for longer-term optimisation

Acceptance criteria
1. Data sources are documented and reproducible.
2. Channel attribution logic is clearly explained.
3. Recommendations are prioritised by impact and ease.

Please allow a short kickoff call so I can give you account access and note any recent marketing pushes that might skew results.