What is referral: the metric that tells us one of the origins of our traffic

[ashammi228]

In this post I'm going to talk about one of the metrics that measure the performance of your website. It's about what referral is in terms of marketing metrics, its importance, how it is measured and how to improve the indices in this metric.

Join me for the next few minutes to learn all about this important metric.

What is referral ?
In English, referral means reference or referral, which is ultimately what a link does when it takes a person from one website to another.

It is an important Digital Marketing metric . Tools such as Google Analytics uruguay mobile number database interpret it as the origin of the people or traffic that arrives to your website through means other than search engines or paid media campaigns.

In other words, these are visitors who come to your website through other pages or links, and not necessarily through a Google search for a keyword found on your site.

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Why is referral important?
This metric will help you measure how poorly or highly positioned the content you have on your website is so that other people or companies can take it as a reference, since no one wants to have links on their website that do not provide value to the visitor or an optimal user experience .

By measuring this, you will be able to identify how much impact these websites are having on the origin of traffic to your website, as this is also measured by organic search or paid media campaigns.

So, this metric is used to see if the content you have on your website is interesting and valuable, not only for the person who refers you, but also for the person who will visit you after clicking on a referral link.

How to measure referral ?
Within Google Analytics , you will find an option for traffic sources. As I mentioned earlier, you will also see data related to organic search, paid media, or even if the source was an email that the visitor received and through which they arrived at your website.

To measure it, you just need to identify the total number of your visitors and their origin. That is, if you receive 100 visitors to your website in a week, and of those 100, 10 come from referral links within other websites, then your referral rate for that week will be 10%.

To perform this measurement, you need a tool like Google Analytics, where you can identify the total number of visitors within a period of time and the sources of this traffic.

If you already have or are going to create a Google Analytics account, we will quickly show you how to view this metric within the tool:

Log in to your Google Analytics account;
In the menu on the left side of the screen click on Reports, then on Acquisition;
In the All traffic section, click on Referring URLs;
There you will see the pages from which visitors are arriving at your website.
How to optimize this metric?
Once you've identified the behavior of this metric within Google Analytics, you can begin to identify the sites from which people have arrived and think about "cross-marketing" campaigns . That is, recognize how you can offer increasingly better content related to the site from which people arrive.

To make it clearer, I'll give you an example:

Let's say you have an e-commerce business selling musical instruments, and you see among your reference links a website of a company you know, it is an academy for learning to play the piano.

People are coming to your e-commerce site because that academy is giving you a reference for purchasing musical instruments (in this case, pianos). However, the visitor to that website is arriving at the home page and not precisely at the page you have about pianos or the offers dedicated to that instrument.

What is most likely to happen? The person will actually arrive at your website, but unless they see a piano-related offer, they will leave your page, resulting in a high bounce rate .

If you can, contact the company that has the referral link and ask them to please correct it. They may ask you to make a referral to that link in return. As I mentioned, this is cross-marketing.

So, optimizing this metric will depend on identifying not only where they are coming from, but why they are coming and what they expect to find when they reach your website.

Conclusion
Referral is a metric that can help you optimize the experience of your website users who arrive through other sites. It is important to identify how much this rate is affecting your website traffic, and in the same way to know why people are arriving at your site in order to offer them valuable content.

Analytics is a very useful tool today in any digital marketing strategy. If you want to know more about this and other metrics, be sure to download this great ebook that we have prepared for you. Take advantage of it!

[yadaysrdone]

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