The All Referrers report provides you exactly the information it states in its name: all referrers, their distribution, types, websites, campaigns, keywords. It gives you all the data on how your users found your website.
Here you’ll be able to compare all referrer types, check how many users came from a search engine (and which search engine), and from other sources.
But that’s not all, as you can also see which source of referrer resulted in the highest number of actions (and actions per visit) as well as compare the bounce rates and average time spent on the website.
These metrics can provide you with a lot of important insights, for example, a high number of visits from a particular source can look promising, but paired with an extremely high bounce rate should become a source of concern rather than joy.
This information can point to a problem with the source (e.g. campaign). Maybe it is highly effective by being misleading and you get a lot of visitors who thought they are going to get something completely different, and thus they leave immediately and will probably never return – hence, this kind of campaign is more hurtful to your brand than it is effective.
In the “Referrers” part of the report, you might find information about the total number of entries using search engines when the keyword was not defined (see the example below). This number might be very high and it might be close to the number of all entries from search engines. You might wonder why is that?
Well, such situation may occur because the search engines usually do not disclose information about keywords used in their searches. This is especially important in the case of Google, the search engine responsible for the vast majority of searches on the internet.