Traffic Sources & Exit Paths
Every route in. Every click out.
Traffic Sources & Exit Paths follows the whole journey. Which channel sent them, which page they landed on, which site referred them, and where they went when they left you. Most analytics tools show you half of that and call it a picture.
OBSERVETraffic Sources & Exit Paths is one of six Observe tools. → Explore them all
Three reports. One complete journey.
Traffic Structure
Which channels bring people in, and how engaged those people are once they arrive.
Landing & Referrer Pages
Which pages they land on first, and which sites sent them there.
Outgoing Traffic
Wich external destinations visitors continue on to.
TRAFFIC STRUCTURE
Not just how many each channel sent. How good they were.
Direct, email, paid ads, organic search, social media and referrals, side by side, each with pages per session, session duration and bounce rate attached. That's the difference between a channel that delivers volume and a channel that delivers people who stay. One of those is worth more budget. The other is worth cutting.
- Compare every channel on sessions, pages per session, session duration and bounce rate
- Advanced bounce rate only counts a visit as a bounce if it lasted under ten seconds and the visitor did nothing at all, so your bounce rate stops lying to you
- Track channels over time, compare two periods side by side, and tag your own URLs with custom channel and category parameters
AI TRAFFIC
The channel your current analytics is filing under direct.
ChatGPT, Claude, Gemini, Copilot, Perplexity, DeepSeek, Meta AI and Mistral all get their own channel here, sitting alongside organic search and social exactly where they belong. And these are forwarded visits from real people, not bots and not crawlers, so the number in front of you is a number you can act on. Ask most analytics tools how much traffic AI is sending you and they can't answer.
- AI referrals reported as their own channel instead of disappearing into direct traffic
- Forwarded human visits only, never AI bots or crawlers
- Measured like every other channel, so you can see whether AI visitors stay longer than the ones you paid for
OUTGOING TRAFFIC
Where they went when they left you.
Almost every analytics tool stops at the exit and shrugs. This one keeps going. See the third-party sites your visitors click through to, ranked by how much of your traffic they take, and set what's coming in against what's going out. Affiliates you're feeding for free. Partners worth keeping. Competitors worth worrying about.
- Destination sites ranked by forwarded page views and their share of your outgoing traffic
- Incoming against outgoing, comparing total page views, referred sessions and forwarded page views
- Track any destination over time, daily, weekly, monthly or yearly
LANDING & REFERRER PAGES
The first page they see decides everything that happens after it.
Every page ranked by visits, then entry points isolated on their own, so you can see exactly where journeys begin and how many start there. Then look at who sent them. Referring sites are listed with the specific pages that linked to you, one click away, so you know both who is sending traffic and what those visitors met when they landed.
- All pages ranked by visits, each with its share of total site traffic
- Landing pages isolated, showing sessions started and their proportion of all journeys
- Referring sites with the exact referrer pages behind them, one click to open either
ONE PLATFORM, FOUR STAGES
Most analytics show you what happened. TWIPLA walks you to what to do about it.
Every tool runs on the same tracking code, and the filters you set follow you from report to report,. So a number on this page becomes a recording, a funnel or an answer in one click. Observe is where it starts. Here's the whole route.
- OBSERVE: See what's happening YOU ARE HERE
- ANALYZE: See how visitors behave →
- UNDERSTAND: See what it costs you →
- ACT: See what to do next →
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