The Referrer is a central element in web analytics and online marketing. It indicates which website a visitor came to your site from. For you as a web designer, developer or marketing expert, understanding the referrer is crucial in order to analyse the origin of traffic and develop targeted strategies.
In this article, you will learn everything you need to know about how referrers work, their importance and their impact on data protection and marketing.
1 What is a referrer?
The Referrer (sometimes spelled "referer" due to a historical typo in the HTTP specification) indicates the website from which a visitor came to your site. This is the URL of the previous page that the user visited before coming to your site.
1.1 Functionality of the referrer
Whenever a user clicks on a link that leads to your website, their browser automatically sends the URL of the previous page to your server. This information is then stored in the server logs or in web analytics tools. This allows you to track which sources or pages your visitors come from.
Example referrer of a server log
1.2 When is no referrer transmitted?
There are various situations in which no referrer is transmitted:
- Direct input or bookmarkIf someone types your URL directly into the address bar or accesses it via a bookmark, there is no previous page. Therefore, no referrer is sent.
- Data protection settings in the browserMany users value their privacy and have deactivated the transmission of the referrer in their browser settings.
- Switch from HTTPS to HTTPWhen a visitor switches from a secure page (HTTPS) to an insecure page (HTTP), browsers often suppress the referrer for security reasons.
- Links with
rel="noreferrer": As a developer, you can set the attributerel="noreferrer"set. This prevents the referrer from being transferred to the target page. This is particularly useful if you want to protect the privacy of your users or minimise certain security risks. - Use of meta tags or HTTP headersWebsites can use special meta tags or headers to specify that no referrer should be transmitted. This allows you as the website operator to actively control what information is passed on.
- Security software and proxy serverIn some companies or through installed security programmes, the transmission of the referrer is blocked. This can result in you receiving less complete data in your analyses.
- Private surfing or incognito modeIf users use the incognito mode of their browser, the referrer is often not transmitted or only to a limited extent.
So if you notice that the referrer is missing in your web analytics tools, this may be due to these factors. Especially the rel="noreferrer" Attribute in links is a common reason. By utilising this knowledge, you can better assess why certain data is missing and react accordingly. It's worth keeping these aspects in mind, both from a developer and marketing perspective.
2. importance in web analytics
The referrer is a key element in better understanding the behaviour of your visitors and optimising your online strategies.
2.1 Analyse the origin of visitors
The referrer allows you to recognise which websites, search engines or social networks visitors come to your site from. This allows you to identify important traffic sources and build on them in a targeted manner.
2.2 Evaluation of marketing measures
Would you like to know whether your last marketing campaign was successful? By analysing the referrers, you can see which advertising banners, affiliate links or partnerships are actually bringing in visitors.
In combination with the use of "goals" as you can set them with Trackboxx, for example, you can perfectly analyse which sources/referrers trigger important goals on your website.
2.3 Integration in web analysis tools
Modern tools such as Trackboxx use the referrer to give you detailed insights. You can even find out which search terms users used to find your site. (This function is currently being planned at Trackboxx and will be implemented in conjunction with the data from the Google Search Console)
3. data protection and referrer
Data protection is a big issue, and not all users want their surfing behaviour to be tracked.
3.1 Why do some users block the referrer?
Some users do not want website operators to be able to track where they come from. They fear that this could lead to profiles being created about their surfing behaviour.
3.2 Methods for blocking the referrer
- Browser settingsMany browsers offer the option of deactivating the transmission of the referrer.
- Add-ons and extensionsTools such as Privacy Badger or certain adblockers block the referrer.
- Proxy servers and VPNsThese services can suppress or change the transmission of the referrer.
4. technical challenges
As a website operator, you should understand the technical aspects of the referrer in order to obtain correct data.
4.1 Use of dereferrers
A Dereferrer is a service that prevents the transmission of the original referrer. If a user reaches your site via a dereferrer, you will only see the dereferrer as the source instead of the actual origin.
4.2 Effects of security software
Companies or security software may block the transmission of the referrer. This can affect your analyses and lead to incomplete data.
5. referrer spam
You may have noticed unusual or suspicious referrers in your statistics. This could Referrer spam be.
5.1 What is referrer spam?
With referrer spam, bots send masses of requests to your website and falsify the referrer. The aim is for their URL to appear in your statistics in the hope that you or others will click on it.
5.2 Effects on your website
- Distorted statisticsYour analysis data will be falsified, which can lead to incorrect conclusions.
- Security risksIn rare cases, such bots may try to exploit vulnerabilities.
5.3 How can you protect yourself?
- Filters in web analysis toolsSet up filters to exclude known spam referrers. Trackboxx, for example, offers a corresponding function >>> Hide Referrers
- Server-side measuresBlock suspicious IP addresses or use security modules.
6. importance in online marketing
The referrer is not only important for technical analyses, but also for strategic marketing decisions.
6.1 Search engine optimisation (SEO)
By analysing the referrers, you can recognise which keywords and search engines are most effective. This allows you to target your SEO strategy.
6.2 Attribution of conversions
In marketing, it is important to know which channel led to a conversion. The referrer shows you the last step before the action. However, there are also restrictions.
Limits of the referrer
- Last click countsThe referrer only shows the last source. Previous interactions are not taken into account.
- Multi-channel marketingIn complex customer journeys, the referrer alone is not enough to analyse all touchpoints.
7. best practices in dealing with referrers
7.1 Transparency and trust
Inform your users in the privacy policy about how you use referrer data. Transparency creates trust and strengthens your customer relationships.
7.2 Data protection-compliant use
Make sure you comply with data protection regulations such as the GDPR. If you are unsure, legal advice can often help.
7.3 Technical optimisation
- Update your toolsUse modern web analysis tools such as Trackboxxthat work in compliance with data protection regulations.
- Secure connectionsSet to HTTPS to protect the data transfer.
Conclusion
The referrer is an extremely important parameter in web analytics and online marketing. It helps you to understand the origin of your visitors and optimise your marketing strategies. At the same time, you should respect users' data protection concerns and handle the data responsibly. With the right knowledge and the right tools, you can fully utilise the potential of the referrer and successfully promote your online offering.
FAQ on the topic of referrers
Why is sometimes no referrer transmitted?
There are several reasons for this:
Direct input or bookmarkIf someone accesses your website directly or visits it via a bookmark, there is no referrer.
Data protection settingsSome users block the transmission of the referrer in their browser or use tools that prevent this.
Links with rel="noreferrer"If a link contains this attribute, the referrer is not transmitted to the target page.
Switch from HTTPS to HTTPWhen switching from a secure to an insecure connection, browsers often suppress the referrer.
How can I as a user prevent my referrer from being transmitted?
If you don't want websites to see where you're from, you can:
Customise browser settingsMany browsers offer the option of deactivating referrer transmission.
Use privacy pluginsExtensions such as uBlock Origin or Privacy Badger can block the referrer.
Use incognito modeSome browsers suppress the referrer in private mode.
But remember: By blocking the referrer, you take away important data from website operators to improve their offer.
What is referrer spam and how can I protect myself against it as a website operator?
Referrer spam is when bots flood your website with false referrer information in order to appear in your statistics. This falsifies your data and can be annoying.
This is how you can protect yourself:
Set up filter: You can create filters in your web analysis tool to exclude known spam referrers.
Server-side measuresUse security software or .htaccess rules to block suspicious traffic.
Regular reviewCheck your statistics regularly to quickly recognise anomalies.
Can I prevent my website from being transmitted as a referrer?
Yes, you can! If you don't want your page to be transmitted as a referrer, you can set the attribute rel="noreferrer" use. This protects the privacy of your visitors and prevents their origin from being revealed. This is particularly useful if you link to sensitive content or simply want to protect your users' data.
