Acquisition
The Acquisition report shows how users arrived at your website.
You can change the reporting period using the date selector at the top.
Channels
This section shows traffic grouped by channel.
Channel types
Channels group traffic sources into categories for easier analysis.
QA ZERO uses the following classifications:
| Channel | Description |
|---|---|
| Organic Search | Traffic from unpaid search results (e.g., Google, Yahoo!) |
| Paid Search | Traffic from paid search ads |
| Social | Traffic from social media (e.g., Facebook, X, Instagram) |
| Traffic from email links | |
| Affiliates | Traffic from affiliate sites |
| Display | Traffic from display or banner ads |
| Other Advertising | Traffic from other ads with tracking parameters |
| Referral | Traffic from links on other websites |
| Direct | Direct visits or unknown sources |
| Other | Traffic that does not match any category |
Source / Medium
This section shows detailed traffic by Source / Medium.
What is Source?
Source indicates the website URL where the visitor came from.
In some cases, it is labeled as direct:
- The user entered the URL manually
- The referrer cannot be identified
What is Medium?
Medium shows the type of traffic source.
It is determined by the utm_medium parameter if available.
If not set, it is classified automatically.
When utm_medium is set
If a URL includes utm_medium, the specified value is used.
Examples:
utm_medium=email→ displayed as emailutm_medium=press→ displayed as press
When utm_medium is not set
If utm_medium is not set, QA ZERO classifies traffic as follows:
| Medium | Condition |
|---|---|
| organic | Search engine traffic |
| cpc | URL contains gclid (Google Ads) |
URL contains fbclid | |
URL contains twclid | |
| referral | Traffic from identifiable external links |
| (none) | Direct traffic |
Graph display
You can select specific channels or source/medium items to display in the graph.
- Check the Graph column in the table
- Click Draw Graph