What is the Referrer filter and the different Referral sources?

The Referrer filter helps you analyze where your traffic is coming from—whether it’s search engines, social platforms, emails, or direct visits.

You can filter by:

• Referrer Group (broad categories)

• Referrer Domain (e.g. google.com, linkedin.com)

• Referrer URL (full source link)

• Tracking Code (custom UTM codes)

Referrer Groups

Here are the different referral sources available in referrer groups:

• Search Organic – Unpaid search traffic from engines like Google or Bing

• Search Paid – Traffic from paid search ads (e.g. Google Ads)

• Social Organic – Unpaid traffic from social media posts

• Social Paid – Paid social ad traffic

• Direct / None – No referrer detected; often from direct URL entry or bookmarks

• External – Visitors from other websites (e.g. partner sites or press)

• Internal – Visitors who arrived from another page on your site

• Email – Visitors from email campaigns (e.g. newsletters or promotional sends)

• AI Search – Traffic from generative AI platforms like ChatGPT, Gemini, Claude, or Perplexity

This filter is available across many sections in Knotch One, such as Pages, Tags, Conversions, and Journeys. It’s useful for analyzing which channels are most effective and how different sources influence user behavior.