Difference between Search referrers in Traffic Sources and Behavior Tracking

Overview

This article explains the difference between the number of Search referrers seen in Traffic Sources and those seen in Behavior Tracking for a particular page. The figures refer to two different metrics described as follows.

Metric Definitions

Search engine referrers in Traffic Sources

Search engine referrers in Traffic Sources count visitors where the initial visit to the site from a search engine was on that specific page i.e. The first time they came to your website was from a search engine to that specific page.

Search referrers in Behavior Tracking

Search referrers found in Behavior Tracking counts visitors who visited the specific page and used a search engine but have visited other pages on your website initially i.e. The first time they came to your website was not from a search engine to that specific page, but they did use a search engine and visit that page afterward during the same visitor session.

Key Differences (Comparison)

• Traffic Sources
  • Measures visitors whose first entry to the site came from a search engine
  • Counts when users land directly on the specific page from search
  • Represents acquisition / entry behavior
• Behavior Tracking
  • Measures visitors who visit the page after using a search engine during the same session
  • Counts when users navigate to the page after entering the site elsewhere
  • Represents in-session navigation and engagement

How to Interpret These Metrics

• Use Traffic Sources when you want to understand entry points from search engines
• Use Behavior Tracking when analyzing page interactions within a session influenced by search
• Differences between the two are expected because they measure different stages of the user journey

What to Do Next

• Compare both metrics to understand entry vs. in-session behavior
• Use Traffic Sources for acquisition insights
• Use Behavior Tracking for engagement and navigation analysis