This page gives you a snapshot of where your traffic is coming from, such as from Google, Yahoo and MSN as well as websites that are linked to your site. This report shows you how many visitors you have received from each referrer, the percentage from each and the conversion rate. With this data you can understand where your traffic and your best customers are coming from. This report is powerful because it helps you understand the sources of traffic to your website and how those sources are performing.

If you are doing any kind of Pay Per Click (PPC) advertising with content match for your site, this report will show you all the referrers from each of those content sites. So, for example, if www.example.com sent you 600 visitors and converted only 1 visitor into a paying customer, you would probably want to stop your ads from showing on www.example.com as you would most likely be losing money.

Ultimately this report will show you whose traffic is worth the cost.