Know exactly where visitors come from and what they do on site
Someone on the team used "facebook" as the source. Another used "Facebook" with a capital F. A third used "fb." Now your analytics show three separate channels when there should be one. Multiply this across every campaign, and your traffic data becomes a mess of duplicates and inconsistencies.
How the Traffic Tracking works
The Traffic Tracking Agent ingests raw analytics events, normalizes UTM parameters against a controlled taxonomy, and deduplicates sessions where the same user shows up under multiple source labels. It also monitors traffic patterns and flags sudden drops or spikes that could indicate tracking issues or activity.
What it does daily:
- Maps variant UTM values to canonical source and medium labels
- Separates legitimate user sessions from and crawler traffic
- Detects anomalies like sudden traffic drops that suggest broken tracking
- Generates weekly source-level trend reports with week-over-week comparisons
Why you need the Traffic Tracking
Marketing and analytics teams at companies with 50,000 or more monthly sessions. If your analytics reports require manual cleanup before they are usable, this agent automates that cleanup at the data layer.
How the Traffic Tracking compares
The Marketing Analytics Agent focuses on paid channel attribution and ROI. The Traffic Tracking Agent covers all traffic sources, including organic, direct, referral, and paid. Use both for complete visibility, or choose one based on your primary measurement gap.
