> For the complete documentation index, see [llms.txt](https://docs.patagon.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.patagon.ai/en/marketing-and-attribution/traffic-source-analysis.md).

# How to analyze traffic sources

For rating definitions, see the [ILA lead rating system](/en/agent-optimization/ila-rating-system.md).

Traffic source analysis tells you which channels, campaigns, and pages are generating your highest-quality leads — not just the most clicks.

## The key metric: High Quality Conv. Rate

Volume alone doesn't tell you which sources are working. The metric that matters is High Quality Conv. Rate — the percentage of leads from each source that reached 4★ or 5★ qualification.

## Reading the Traffic Source table

Sort by High Quality Conv. Rate to find your best sources by quality instead of volume.

## Untracked traffic

The untracked row shows conversations where no source was captured — direct WhatsApp messages, organic referrals, or links shared without tracking. If untracked is a large percentage of your traffic, review your capture setup in [How to capture attribution data](/en/marketing-and-attribution/capturing-attribution-data.md).

## Acting on this data

* Double down on sources with High Quality Conv. Rate above 30%
* Review targeting on sources below 15%
* Fix your capture setup if untracked represents more than 20% of your traffic
* Pause or restructure campaigns generating high volume with low quality — they cost money and pollute your pipeline
* Feed your best signal back to Meta so it optimizes for qualified leads — see [How to connect Meta and map conversions](/en/marketing-and-attribution/meta-ads/meta-conversions-api.md)


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