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Traffic Source

Also known as: Referrer, Channel Source

AcquisitiondimensionRetail

Identifies the origin from which a user arrives at the e-commerce platform.

Business Use Case

Executives analyze the effectiveness of marketing channels to allocate budget efficiently.

Business Criticality

High

Journey / Navigation Area

Generic

Owning Function

Data Architecture Team

Scope

Event

Calculation Notes

Includes direct, organic search, paid search, and referral sources.

Technical Details

Data Typestring
Lookback WindowEvent

Events

PlatformEvent
Google Analytics 4page_view
AdobepageView

Data Mappings

W3 Data Layer
{
  "page": {
    "type": "product",
    "source": "organic"
  }
}
GA4 Data Layer
{
  "event": "page_view",
  "traffic_source": "organic"
}
Adobe Client Data Layer
{
  "events": [
    {
      "type": "pageView",
      "source": "organic"
    }
  ]
}
XDM Mapping
{
  "_experience": {
    "analytics": {
      "trafficSource": "organic"
    }
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL
-- ==========================================
SELECT traffic_source, COUNT(*) as traffic_count
FROM `your-project.analytics_123456789.events_*`
WHERE ga4_data_layer.event = 'page_view'
GROUP BY traffic_source
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL
-- ==========================================
SELECT traffic_source, COUNT(*) as traffic_count
FROM `aep_backend_dataset.events`
WHERE adobe_event = 'pageView'
GROUP BY traffic_source

Source Data

Digital Analytics

Dependencies

[ "User ID" ]

Report Attributes

Traffic Source Type Traffic Source Channel

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on8/19/2026
Last modified byPrimary EditorTeTest AuthorTest Authorst Author
StatusPUBLISHED

GitHub

View File on GitHubcatalog/dimensions/traffic-source.yml

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