Traffic report
The Traffic report shows what’s happening on your storefront: where sessions come from, what they’re worth, and how each channel converts.
This report is available to BigCommerce merchants. Its data source is your BigCommerce storefront traffic — if your storefront isn’t on BigCommerce, you won’t see this report, and paid media reporting is where your performance data lives.
How it works
Traffic data comes directly from your BigCommerce storefront. Once your store is connected during Analytics onboarding, sessions are collected and attributed to channels — no tagging setup is required for the report itself, though UTM parameters on your feed URLs are what make enriched-product segmentation possible.
What the report shows
Traffic Trend charts your selected metric over time against the comparison period — switch between sessions, product views, orders, and revenue.
Traffic Channels breaks sessions down by channel:
- Direct
- Paid Search
- Organic Search
- Organic Social
- Referral
- AI / LLM — traffic arriving from AI assistants and answer engines, separated into its own channel so your human referral numbers stay clean
- Unknown / None
Each channel row shows sessions, page views, average duration, orders, revenue, conversion rate, revenue per visit, and average order value — so you can compare channels on outcome, not just volume.
Filters
The channel table filters by UTM source, UTM medium, UTM campaign, and page type. Filtering by the UTM you put on your feed product URLs is how you isolate specific segments — for example, enriched products, a campaign, or a single referral source.
The AI/LLM channel
Worth singling out: sessions that arrive from AI assistants get their own channel rather than being folded into referral traffic. As shoppers increasingly start at ChatGPT or Perplexity instead of a search engine, this is where you see that behavior reaching your store — and drilling into landing pages shows what those visitors do next.