Google Analytics All Traffic Sources Report basically provides you with an actionable summary of the three previous reports (Direct Traffic, Referring Sites and Search Engines). The best feature of this report is that it allows you to compare your traffic sources by ranking them on any of the familiar metrics. Although the default metric is Visits, clicking on each column will rank traffic on that metric (two clicks will reverse the order of the ranking).

The All Traffic Sources Report is valuable in that it provides insight on the main mediums reaching your website. Is a particular website more effective in referring visitors to your website than your offline marketing efforts (direct traffic)? The All Traffic Sources report essentially gives you a broad perspective of your  traffic. This means you can highlight the traffic sources that require attention and take action to boost your overall traffic levels.

Different traffic sources draw different audiences to your website. The All Traffic Sources Report can provide insight into the behavior of different audiences. Clicking on the “Bounce Rate” and “Avg time on Site” columns allows you to rank traffic sources by these parameters. Pay particular attention to your weakest traffic sources. The All Traffic Sources Report allows you to not only identify the quantity of your audiences, but also the quality.

Considerations

This report gives a great snapshot of your traffic sources, however, for more in depth information you should really be looking at the individual reports.

Benefits for Different Sectors

Multi-National & Domestic Corporations

• Understand how important various traffic sources are compared to others

Medium

• Identify new possibilities for online marketing

Membership Based Organisations

• Find out the most relevant methods your membership base is accessing your site

Public Sector

• Gain a better understanding as to what traffic sources are providing the most valuable visitors