Traffic Report
Which Channels Are Sending Sessions Right Now?
Session source/medium credits the channel that drove this visit. See the mix, how long those sessions last, and whether they convert — without treating traffic like acquisition.
Free. No credit card. Connects via Google OAuth.
Strength — google / organic accounts for 48% of sessions.
Watch Out — google / cpc is 18% of traffic with well-below-average engagement.
Sessions Over Time
| Session Source / Medium | Sessions | Share | Avg Eng. Time |
|---|---|---|---|
| google / organic | 12.8K | 48% | 1m 42s |
| google / cpc | 4.8K | 18% | 0m 38s |
| (direct) / (none) | 3.2K | 12% | 2m 05s |
| newsletter / email | 1.4K | 5% | 2m 51s |
| facebook / paid_social | 289 | 1% | 0m 22s |
Session Source Is Not First Touch
GA4's traffic acquisition reports use sessionSourceMedium. That is the source and medium of the visit in front of you. A user who first found you on Reddit and came back from a newsletter is email traffic in this report.
Return rate and the acquisition score answer a different question: did the channel that originally acquired someone create a user who comes back? That lives on the Acquisition Quality report, which uses first-touch source/medium. Putting those numbers on session source would credit email and direct for retention they didn't earn.
This report keeps the same table, grouping, trend, and key events. In place of return rate it shows each source's share of sessions. In place of the acquisition score it shows average engagement time — how long the visit actually lasted, which engagement rate (a yes/no) does not tell you. Key event rate stays, so you can still sort by conversions without blending them into another score.
What the Report Shows
Same working surface as Acquisition Quality, scoped to the session.
Share of Sessions
Each source/medium’s portion of the sessions in this report. The mix, readable as a bar, instead of a return rate that does not belong at session scope.
Average Engagement Time
Total engagement time divided by sessions. A session can clear GA4’s engagement bar in ten seconds or last four minutes. This is the depth metric, not a composite score.
Sessions Over Time
Trend the channels that are actually sending visits. Switch the chart to engagement rate, key events, or revenue.
New and Returning Counts
Still on the row, as composition of this channel’s sessions. Email being mostly returning users means email brought them back — it does not mean email acquired them.
Key Events and Revenue
Select any GA4 event and see how often it fires on sessions from each source, plus the key event rate and revenue.
Source Grouping
Group sources the same way as Acquisition Quality. Traffic groups save separately, so a Paid group here does not overwrite the one on the acquisition report.
See the Mix of Traffic You’re Actually Getting
Connect your GA4 property and get session source/medium in seconds. Free, read-only access — we never modify your data.
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