Traffic & Channels
Traffic Source
The originating channel or platform a visit came from.
A traffic source is the originating channel or platform a visit came from — Facebook, Google, a push network, an in-app SDK network, SEO, or a specific site. In tracker architecture the traffic source is a first-class entity: every campaign is attached to one, with its own cost variables, tokens and postback conventions.
Buyers specialize by source because each has distinct mechanics, moderation and fraud profiles; being excellent on Facebook says little about your popunder results. Portfolio thinking matters too: teams deliberately diversify sources so a platform ban or auction spike cannot zero out revenue. When comparing sources, normalize by end-metric — deposits or approved leads — because click and lead quality vary wildly between channels.
In buyer speech
“Facebook is our main traffic source for this geo, but keep the push campaigns warm as a fallback in case accounts burn.”