That's way easier to do when you understand what all the things you're measuring actually mean. The first place I always start when evaluating a business' marketing is figuring out where the heck all their site traffic, leads, and customers come from. But it occurred to me -- if you don't even know what all those channels mean or how they're bucketed as traffic sources to your website -- it's probably pretty hard for you to start that self-evaluation.
Organic search traffic used to just mean the amount of traffic that came to your site via someone who found your site using a search engine. Then, you could drill down into more detail to see which keyword they searched to get to your website. For example, we might learn that someone came to HubSpot.com by searching the keyword phrase "inbound marketing." This is important to know because it helps businesses understand which keywords are driving the most traffic, leads, and customers so they can develop better-informed content and keyword strategies.
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Beyond organic and direct traffic, you must understand the difference between all of your traffic sources and how traffic is classified. Most web analytics platforms, like Google Analytics, utilize an algorithm and flow chart based on the referring website or parameters set within the URL that determine the source of traffic. Here is a breakdown of all sources: