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Understanding the “Referrers” Section in The Marketing Attribution Dashboard.

The Referrers section in The Marketing Attribution helps you understand where your website visitors are coming from, whether it’s search engines, social media, email campaigns, or partner websites.

Luis Schiffmann avatar
Written by Luis Schiffmann
Updated this week

By connecting attribution data from The Script, you can see exactly which referral sources bring the most traffic, conversions, and new users, along with how effectively those visits turn into revenue.

Key Metrics Displayed.

At the top of the page, the Referrers dashboard summarizes key landing destinations and their corresponding bounce rates, giving you a quick view of user engagement across different entry points.

Examples of Metrics Shown.

  • Product Page: 9,500 visits · 42% bounce rate

  • Landing Page: 10,800 visits · 57.5% bounce rate

  • Blog: 6,000 visits · 70% bounce rate

  • Signup: 4,100 visits · 38% bounce rate

  • Homepage: 8,800 visits · 50% bounce rate

  • Pricing: 5,700 visits · 35% bounce rate

  • Case Study: 2,700 visits · 40% bounce rate

These numbers indicate the level of user engagement. Depending on where they land, you pinpoint which pages or campaigns attract qualified traffic.

Referrer Table Breakdown.

Below the summary cards, you’ll find a detailed table listing all referral URLs and their performance metrics.

Referrer URL

The exact link or campaign that brought users to your site, such as Google search results, Facebook ads, or a partner website.

Category

Shows the type of page or funnel step the traffic is directed to (e.g., Product Page, Signup, Blog, Homepage).

Visits

The number of sessions generated from that referrer.

New Users

How many of those visits came from first-time visitors (as opposed to returning users).

Bounce Rate

The percentage of users who left without interacting further. A high bounce rate may indicate low relevance, poor landing page experience, or mismatched intent.

Traffic Volume

A visual bar that shows relative traffic strength compared to other sources.

Source

The platform or medium where the visit originated. For example:

  • Google (organic or paid search).

  • Facebook / Twitter / LinkedIn (social campaigns).

  • Email (newsletter or drip sequence).

  • Direct (typed or bookmarked visits).

  • Referral (external site linking to you).

How to Interpret the Data

1. Identify High-Quality Traffic Sources

If a referrer has high new user counts and low bounce rates, it’s driving qualified visitors.


For example, Google and LinkedIn often indicate strong buyer intent.

2. Detect Weak Campaigns

If traffic volume is high but bounce rate exceeds 60%, the ad or link may be attracting the wrong audience or landing on an irrelevant page.

3. Evaluate Partner & Email Performance

Compare referral or email campaign URLs to determine which partnerships or newsletters generate the most engaged users who convert.

Why It Matters.

The Referrers section connects your marketing traffic sources to actual behavior and engagement on your site.


With this data, you can:

  • Optimize your top-performing channels for more qualified traffic.

  • Adjust campaigns that generate high bounce rates or low conversion rates.

  • Improve landing page messaging for better alignment with visitor intent.

  • Discover new opportunities in referral partnerships that deliver high ROI.

Pro Tip.

Combine Referrers data with the Landing Page and Overview reports for a full-funnel understanding of performance.

For example:

  • If your /pricing page has a 35% bounce rate and most traffic comes from Google, consider optimizing ad copy or meta descriptions for stronger intent alignment.

  • If your email newsletter drives traffic to /signup with a 38% bounce rate, replicate that success in your next campaign.

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