What is a Traffic Source?
A traffic source is the channel or platform where a user clicks an ad link to a landing page, pre-lander, or offer. In media buying and arbitrage, the source is where inventory is purchased — the ad cabinet, ad network, or publisher paid for impressions or clicks.
In a tracker (e.g. ATracker), “Traffic Source” is also a configuration entity: URL parameter templates, mapping to sub IDs, outbound postback to the ad cabinet. One industry source often maps to one tracker record per account or platform.
Source types
| Type | Examples | Traits |
|---|---|---|
| Social | Meta, TikTok, VK | Rich targeting, strict moderation |
| Search | Google Ads, Bing | High intent, keyword competition |
| Push | Push networks, subscriptions | Low CPC, variable CR |
| Native | Taboola, Outbrain, MGID | Recommended units on publisher sites |
| Pop | Pop-under networks | Cheap volume, quality risk |
| In-app | SDK networks, ironSource, etc. | Mobile installs, CPI/CPE |
| Adult | Adult ad networks | 18+ inventory, separate compliance |
| Newsletter, solo ads | Warm, GDPR opt-in | |
| Display | GDN, contextual | Banner, RTB |
| Organic social | TikTok, Telegram, YouTube | No ad spend; influencer |
| RTB feed | XML/JSON API | Pop/push automation |
Parameters and identification
Each click carries tags: utm_source, utm_campaign, cabinet placeholders ({{campaign.name}}, {{ad.id}}), platform IDs (fbclid, gclid). The tracker stores them in sub_id for campaign, ad, and placement reports. Parameter name mismatches between cabinet and tracker are a common cause of empty sub_id in reports.
Choosing a source for an offer
Depends on vertical, GEO, allowed creative formats, and policy. Gambling and nutra historically run on push and native; mobile apps on in-app and TikTok; finance on search and Facebook lead forms. Offers may ban specific sources (social only, no adult, etc.).
Traffic quality
The source shapes price and audience mix: cold vs warm, bot share, incent. Advertisers judge quality by CR, approval, and retention; poor sources lead to payout cuts or network bans.
The tradeoff between cheap inventory and high CR is constant: push and pop offer low CPC but need strong pre-landers; search and social cost more but users are closer to purchase intent. Switching source without rebuilding the landing often moves CR more than a small creative tweak.
Postback to the source
On conversion the tracker can send S2S events back to the ad platform (via source settings or campaign pixels) so optimization targets paying users. Without feedback the cabinet optimizes on clicks, not real leads or sales.
On iOS after ATT and SKAdNetwork, event feedback to the source is limited to aggregated delayed data; CPI campaigns rely more on MMPs and attribution models than classic URL click IDs.
See also: ad campaign, UTM parameters, tracker.