Email Traffic

Email traffic is the visits that arrive from links inside email messages, identified by campaign tags rather than by the referrer.

Email is the one channel that does not announce itself: desktop mail clients send no referrer at all and webmail sends its own domain, so an untagged link lands either in direct or, misleadingly, in referral. Untagged email is therefore always reported smaller than it was. From the other side, the click count in the sending tool is usually larger than the recorded sessions, because security gateways and corporate filters open links to inspect them and that automated fetch is logged as a click.