To make it clearer, I'll give you an example

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To perform this measurement, you need a tool like Google Analytics, where you can identify the total number of visitors within a period of time and the sources of this traffic.

If you already have or are going to create a Google Analytics account, we will quickly linkedin data show you how to view this metric within the tool:

Log in to your Google Analytics account;
In the menu on the left side of the screen click on Reports, then on Acquisition;
In the All traffic section, click on Referring URLs;
There you will see the pages from which visitors are arriving at your website.
How to optimize this metric?
Once you've identified the behavior of this metric within Google Analytics, you can begin to identify the sites from which people have arrived and think about "cross-marketing" campaigns . That is, recognize how you can offer increasingly better content related to the site from which people arrive.



Let's say you have an e-commerce business selling musical instruments, and you see among your reference links a website of a company you know, it is an academy for learning to play the piano.

People are coming to your e-commerce site because that academy is giving you a reference for purchasing musical instruments (in this case, pianos). However, the visitor to that website is arriving at the home page and not precisely at the page you have about pianos or the offers dedicated to that instrument.

What is most likely to happen? The person will actually arrive at your website, but unless they see a piano-related offer, they will leave your page, resulting in a high bounce rate .

If you can, contact the company that has the referral link and ask them to please correct it. They may ask you to make a referral to that link in return. As I mentioned, this is cross-marketing.

So, optimizing this metric will depend on identifying not only where they are coming from, but why they are coming and what they expect to find when they reach your website.