# See sources and conversions

> See where visitors come from, which pages they read, and what led to conversions in Web analytics, and how to define a conversion.

On the **Web analytics** screen, you can see where visitors come from (sources), which pages they read, and what led to conversions such as inquiries and phone calls. Pick the date range at the top right. **Compare with the previous period** compares it with the period of the same length right before it.

## Tabs

| Tab | What you can see |
| --- | --- |
| **Overview** | Visitors, visits, page views, conversions, conversion rate, bounce rate, avg. visit duration, trends by day, sources, top pages, devices, and recent conversions |
| **Sources** | Visits, visitors, new visitors, bounce rate, and conversions for each type of source; where people came from (search engines, social networks, other sites); campaigns (`utm_campaign`); countries and regions; browsers |
| **Pages** | Page views, visitors, entrances, exits, avg. time on page, and converting visits for each page |
| **Conversions** | The number of each type of conversion with a breakdown by source, and each individual conversion |
| **Forms** | From form view to submission, and drop-off by field ([See form drop-off and submissions](/docs/en/tracking/form-analytics/)) |
| **Contacts** | People who entered an email address in a form and submitted it |
| **Settings & tag** | The tag, conversions, privacy and forms, and what to add to your privacy policy |

One visit lasts from arrival until the person leaves. 30 minutes of inactivity, or arriving again from another source, starts a new visit.

## Types of source

| Source | Examples |
| --- | --- |
| **Organic search** | Search results from Google, Yahoo!, Bing and others |
| **Paid search** | Search ads such as Google Ads and Yahoo! Ads |
| **Social** | Instagram, X, LINE, Facebook, YouTube and others |
| **Paid social** | Social media ads |
| **Display ads** | Banner and other display ads (`utm_medium=display` and so on) |
| **Email** | Newsletters and webmail |
| **AI assistants** | ChatGPT, Gemini, Claude, Perplexity and others |
| **Referrals** | Links on other websites |
| **Other campaigns** | Links tagged with `utm_source` and similar that match nothing else |
| **Direct** | Bookmarks, typed URLs, apps and other unknown sources |

When you hand out links yourself (for example, a QR code on a flyer or a newsletter), add parameters to the URL, such as `?utm_source=flyer&utm_medium=qr&utm_campaign=autumn`. Then you can view results by campaign.

## Define conversions

In **Conversions** under **Settings & tag**, choose what counts as a conversion. When you add a site, **Form submission** and **Phone tap** are already set up.

1. Select **Add conversion**.
2. Enter a **Name** and choose what it **Counts when**.
   - **A form is submitted**: **Any form**, or a form you choose
   - **A page is opened**: the path of the thank-you page's URL (for example, `/thanks`), and **equals**, **starts with** or **contains**
   - **A link is clicked**: **Phone**, **Email**, **LINE friend add**, **Another site** or **File download**. You can narrow it by text in the link (for example, the domain of a booking site)
   - **An event is sent**: one sent with `mukumo('track', 'name')` in the tag
3. To see an estimate of revenue, enter **Value per conversion (optional)** (in yen).
4. Select **Save conversions**.

Each conversion is counted at most once per visit (reloading a thank-you page doesn't add more).

## Change how conversions are attributed

Use **Attribute conversions to** on the **Sources** and **Conversions** tabs.

| Option | Meaning |
| --- | --- |
| **The converting visit's source** | Where the visit that led to the inquiry came from |
| **The visitor's first source** | What first brought that person to your site. It credits the channel through which someone first found you, even if they converted days later |

**The visitor's first source** works only for visitors remembered by cookie (**Remember visitors with a cookie** in **Settings & tag**).

## See a visitor's journey

Select a conversion or a row in **Contacts** to see, for each of that person's visits and in time order, where they came from, which pages they viewed, which links they clicked, and which forms they submitted. If a person asks you to delete their data, an Owner or Admin can delete it with **Delete this visitor's data**.

## Ask muku

Ask muku, for example, "Where did last month's inquiries come from?" or "Which pages lead to conversions?" It reads your Web analytics numbers and answers. muku is given only counts and rates. It never gets email addresses or what people submitted.