Why Referrer Percentages May Add Up to Less Than 100%

Overview

Referrer percentages may add up to less than 100% because the Referrers report only includes visits attributed to the referrer categories shown.

The explanation in this article applies to page-level visit percentages.

How referrer percentages work

When viewing a Referrers report, the percentages indicate the share of traffic attributed to the listed referrer source or category.

Internal navigation and other traffic sources may not be included in the Referrers breakdown. As a result, the displayed percentages do not necessarily represent all site visits.

What this means

If the percentages in a Referrers report add up to less than 100%, this may be expected. The percentages represent traffic attributed to the listed referrer sources or categories rather than a guaranteed breakdown of all visits to the site.

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