Sources differ by medium and represent the different places that may be sending traffic to the website. Sources can be grouped into channels, aggregating more than one different sources according to some specific criteria. An example is a social channel that would include sources such as Twitter, Facebook, Instagram or other social networks. Sources can be as specific as the exact URL that sent the user to your site or can be grouped by site to allow for a total number from that site. Analyzing the individual sources can yield information that can help to sort the visitors in specific groups, correlate their behavior and other insights that simplify segmentation of the visitors. Sources can be from: organic search (keyword search), referrals, social media, email marketing, paid search, or direct traffic.