# Traffic Analytics





With the [Surface Tag](/platform/traffic/surface-tag) installed, visits and
form interactions land on the lead record that everything else reads.

<Frame caption="Volume, quality and meetings side by side, with the conversion funnel and the high-quality threshold underneath.">
    <img alt="The traffic analytics overview" src="__img0" />
</Frame>

## The Overview [#the-overview]

| Metric                                    | Reads as                                                                                              |
| ----------------------------------------- | ----------------------------------------------------------------------------------------------------- |
| **Site page views** and **site visitors** | Volume, and the gap between them (a low ratio means shallow visits)                                   |
| **Form viewed**                           | How many visitors even saw a conversion opportunity                                                   |
| **Identified source**                     | Share of traffic with a resolvable origin. The lower it is, the more of your attribution is guesswork |
| **Avg lead score**                        | Quality, not quantity. The number that should move when targeting improves                            |
| **Spam rate**                             | See [spam protection](/platform/forms/spam-protection)                                                |
| **High quality** and **meetings booked**  | The two numbers a QBR actually wants                                                                  |

Each card carries a period-over-period delta where there is a previous period to
compare against. Pick the window from the date range at the top (today through
12 months), and the form from the selector beside the tabs.

Under the cards: AI insights, a conversion funnel bar chart, a high-quality
threshold slider, and a lead score distribution. The **Site visitors** and
**Content analytics** tabs sit alongside Overview.

## AI Referrals [#ai-referrals]

A visit that arrived from an answer engine is reported as such rather than as
"direct". `get_ai_traffic_sources` returns the breakdown by engine (ChatGPT,
Gemini, Claude and the rest), and `get_user_journey_analytics` includes AI
referrers in a form's source breakdown.

That makes [AI Visibility](/platform/ai-visibility/overview) measurable like
any other channel: you can see whether the people who arrived from a citation
converted.

<Info>
  Crawler visibility, the bots themselves rather than the humans they send, is
  part of how we describe Traffic Intelligence publicly, but what the app breaks
  out per crawler is not documented here. Check the **Content analytics** tab, or
  ask your FDE, before you promise a per-vendor report.
</Info>

## Landing Page Performance [#landing-page-performance]

Per-URL: visitors, form starts, completions, meetings booked and conversion
rate. Two patterns worth looking for:

* **High traffic, no form views.** No conversion path, or the form is below the
  fold.
* **High form views, low starts.** The first question is wrong. See
  [form analytics](/platform/forms/analytics).

`get_lead_source_analytics` returns this over MCP with `urls` and `dateRange`
filters.

## Reading It over MCP [#reading-it-over-mcp]

| Question                                        | Tool                         |
| ----------------------------------------------- | ---------------------------- |
| Daily visitors, leads, responses, workflow runs | `get_daily_stats`            |
| Per-URL landing page performance                | `get_lead_source_analytics`  |
| UTM and traffic source breakdown for a form     | `get_user_journey_analytics` |
| AI traffic source breakdown                     | `get_ai_traffic_sources`     |
| Content performance with deltas                 | `get_content_analytics`      |
| Environment-level totals                        | `get_environment_overview`   |

Full list in the [tool reference](/mcp-server/tools#analytics). Or ask
[SAM](/platform/sam/overview), which does not need the tool names.