Before you start
ICP: define one to compare channels on ICP fit, not only volume.
Goals: set them up to see which channels lead to conversions.
For setup, see Get started with Web Insights. (link to article)
Compare your traffic sources
Go to Web Insights and open Traffic sources.
Pick a date range. A longer range, like the last 3 or 6 months, gives more reliable comparisons.
Start with All traffic. Compare visits, unique visitors, visit goal rate and ICP ratio (est.) by source / medium.
Switch to Identified traffic to see identified companies, ICP companies and Intent Score for each channel.
Sort the table by the metric you care about, like ICP ratio (est.) or visit goal rate.
Dig deeper with filters
Click Show filters to see what's behind each channel.
Campaign: see which channels a campaign's traffic came through.
Landing page: see which channels bring visitors to a specific page.
Industry or company location: see which channels work best for one segment.
What to look for
What you see | What it usually means | What to do |
A channel brings a large share of your ICP companies from a small share of visits | It's your best-fit channel | Put more budget or effort into it |
A channel brings lots of visits but a low ICP ratio (est.) | It brings volume, not fit | Review targeting, or lower spend |
A channel brings lots of visits but a low visit goal rate | Visitors arrive but don't act | Check the landing pages that channel sends traffic to |
A channel has a high ICP ratio but a low visit goal rate | The right companies arrive, but don't convert | Check the offer and call to action on its landing pages |
AI sources like ChatGPT or Gemini are growing | Buyers are finding you through AI search | Keep an eye on the trend and the pages they land on |
Compare over time
Each metric card shows the change vs the previous period. Use it to check whether a channel is growing, and whether its ICP fit holds as volume grows.
Or just ask
On Discover and above, you can get this report with Ask a question. Try:
Which channels are attracting my ICP audience?
Organic vs paid traffic last quarter
Which traffic sources bring the most identified companies?
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