How can I view backlinks in the Sources Analytics report in HubSpot?

[Natasha_8Beyond]

Marketing analytics suite > Web traffic analysis > Sources

• why are there no "backlinks" in the table?
  
  Moderator note: I have moved your post for visibility. For reference, here is the thread where you posted: "January 2025 Product Updates"

[danmoyle · Accepted solution]

Hi @Natasha_8Beyond. I think you're running into a somewhat common question when it comes to not only HubSpot, but web analytics in general (in my experience). Bottom line is that as I've seen it, no system is perfect. In HubSpot specifically, it's a common data discrepancy in HubSpot's analytics versus list reports. To confirm, in your case, the "web traffic analysis > Sources" table doesn't show any "backlinks" (referral leads), but your segmented list based on backlink/referrer criteria reports more—specifically, 8 leads versus only 3 in the analytics suite, using the same dates for both views.​

Here are a few reasons I've found why the discrepancies might be occurring. First, I'd look at tracking code presence. Referral traffic ("backlinks") in HubSpot only registers if the HubSpot tracking code is present and functioning correctly on the website page. Missing or misconfigured tracking code leads to lost or misattributed referral data.​ So is the code on every page correctly? 

There's also 'source attribution logic.' HubSpot assigns original source based on the first interaction or available referrer data. Sometimes, if a contact's first visit did not have a referrer (or if the referrer was stripped/redirected), the visit is logged as "Direct" or another source instead of "Referral."

Sometimes there's an issue with manual source updates in records. Lead source fields can be manually updated on contact records or by integrations, causing mismatches between analytics (which uses tracking data) and lists/CRM views (which use property values).​

If you want to try and resolve this, I found some advice in other community threads and HubSpot knowledge base articles. 

• Audit Tracking Code Installation: Make sure the HubSpot tracking code is installed and working on all pages, especially those likely to receive referral traffic from backlinks.​
• Check Source and Date Criteria Consistency: Ensure the date filters and "Lead Source" definitions match exactly between your list and analytics views. Be wary of semantics like "backlink," "referral," and "referrer" which could be set or interpreted differently.​
• Review Attribution Settings: Look at how the contact is being attributed in HubSpot (original source, latest source). If manual changes are allowed (by integrations, imports, workflows), this can explain the discrepancy.​
• Inspect for Data Processing Lags: Wait for a data refresh and reprocess cycle if you created or imported new leads recently. Analytics reports may lag behind list views using contact property data.​
• Combine Views for Reporting: For comprehensive lead reporting, use both analytics suites (for traffic origin accuracy) and lists (for property-based segmentation), reconciling the differences for stakeholders and documentation.

So if it were my portal, I'd start with exporting both lists of contacts: those showing as "backlinks" in your list, and those appearing as referral leads in analytics. Compare the individual contact records for differences in source properties and creation dates. Then I'd run a test lead through a backlink (with tracking code enabled) to confirm attribution type in analytics versus the contacts list. And finally, if possible, standardize the way backlinks or referrals are set (limit manual changes, ensure correct tracking). 

Hopefully that helps! 

[BérangèreL]

Hi @Natasha_8Beyond and thanks for the screenshot!

If you'd like to see the backlinks under sources, you'll need to look into the "referral traffic".

Traffic categorized under Referrals comes from external sites that link to your website. HubSpot does not categorize visits from your added site domains as referrals, as they are not external sites. Please let me know if that's not what you are looking for.

Also, I'd love to put you in touch with our Top Experts: Hi @Mike_Eastwood, @danmoyle and @KTownsend do you have any tips to share with @Natasha_8Beyond, please?

Have a wonderful day and thanks so much!
Bérangère

[Natasha_8Beyond]

here are leads that show otherwise. 

the "refer" tab you are talking about shows 3 leads. When I use a list and add backlinks, I see 8 leads (yes, these are the same dates in both views - this month so far)

[Natasha_8Beyond]

@BérangèreL 

yes, I want the backlinks to be added to this table (I think all marketing traffic sources shoud be added to the table) https://prnt.sc/Ya6-oNfu4p86

[BérangèreL]

Hi @Natasha_8Beyond, is this what you are looking for?

- Understand HubSpot's traffic sources in the web traffic analysis tool
- Use marketing reports in the marketing analytics suite
- Analyze your site traffic with web traffic analytics

Thanks for your valuable feedback!

In which table would you like to have links added, please?
Or are you referring to the product updates above where you'd like to see backlinks added for the "Marketing analytics suite"?

Looking forward to hearing from you,
Bérangère