Traffic Source Optimisation

Most A/B testing tools declare one global winner — the variant that performs best across all traffic combined. Iteratist goes further by analysing performance separately for each traffic source. A visitor from a Google Ads search campaign has very different intent to a visitor from a Facebook retargeting ad. The same landing page change that converts Google visitors better might actually reduce conversions from email subscribers.

Per-source optimisation identifies the best variant for each channel and automatically serves it to those visitors — so Google Ads visitors get the variant that converts them best, email visitors get theirs, and so on.

Iteratist captures traffic source data from the utm_source URL parameter automatically. Any traffic that includes a utm_source parameter will be tracked against that source. Common sources include:

• google — Google Ads paid search
• facebook / instagram — Meta paid social
• linkedin — LinkedIn Ads
• email — email marketing campaigns
• youtube — YouTube video ads
• direct — visitors with no UTM parameters (direct, organic, or untagged traffic)

Any other utm_source value you use will also be tracked and reported automatically.

Iteratist captures the following UTM parameters from the landing page URL:

• utm_source — the traffic source (e.g. google, facebook)
• utm_medium — the traffic medium (e.g. cpc, email, organic)
• utm_campaign — the campaign name
• utm_content — the ad group or creative identifier
• utm_term or keyword — the search keyword (used in the Keyword Report)

All of these are captured automatically from the URL — no additional configuration required beyond ensuring your ad final URLs include them.

Yes. The Traffic Source Report drills down from source to campaign to ad group. If you're running five Google Ads campaigns all tagged with utm_source=google, each campaign's performance is shown separately under the Google source. You can see which campaigns are driving high-converting traffic and which aren't — and whether different campaigns respond better to different variants.

"Direct / None" captures all visitors who arrive without any UTM parameters in their URL. This includes people who typed your URL directly, clicked a bookmark, clicked an untagged link in an email, or arrived from organic search. It can also include paid traffic from ads with missing UTM tags.

If you see a large volume of "direct" traffic and you're running paid campaigns, check that all your ad destination URLs are correctly tagged with UTM parameters.

Yes — and this is one of the most valuable insights the platform can surface. It's entirely possible (and common) for the control to win for email traffic while Variant A wins for Google Ads traffic. This tells you something important: email subscribers and Google searchers respond to different messages, so a single "winning" page may actually be a compromise that underperforms for both audiences. Iteratist serves the optimal variant to each source automatically.