Traffic sources

A visitor who clicked a Meta ad and a visitor who typed your brand into Google are not the same person, even when they land on the same URL. One is cold and curious. The other already knows your name. The page that wins for one often loses for the other.

Luria treats them as separate streams from day one.

What Luria does

When a visitor lands on your site, Luria reads where they came from. It looks at the UTM parameters in your links and the click IDs that ad platforms add automatically (fbclid from Meta, gclid from Google, ttclid from TikTok, and others). It also recognizes plain referrers like a Google search result or a link in an email.

From there, Luria keeps each stream's results separate. A headline that wins on cold Meta traffic is not pushed onto your email subscribers, and a layout your search visitors love is not forced on people arriving from a TikTok ad. Each stream earns its own winner.

In your dashboard you will see results broken out by source, so you can see what works for whom. See Reading results.

Why this matters

Without source-aware optimization, a test result is an average. If 70% of your traffic is returning email subscribers and 30% is cold ads, the "winner" is whatever works for subscribers, and your ad traffic quietly gets a page built for someone else. Ad spend is where the expensive visitors are, so that is exactly where you do not want an average.

Per-source optimization also stops one channel's spike from misleading the others. A big email send or a viral post does not rewrite what Luria believes about your paid traffic.

Nothing else to set up

• No new ad platform permissions. Luria reads the URL the visitor arrives on. It does not need to log into your ad accounts for this to work. (Connecting ad accounts is optional and unlocks ad-level pages; see Connect Meta Ads.)
• Your attribution tools keep working. Hyros, Triple Whale, Northbeam, Elevar, GA4: all untouched. Luria reads its own events and never fires anyone else's conversions.
• No extra tags. If your ads already carry UTMs or click IDs, you are done.

What to do: make sure your links carry UTMs

Click IDs tell Luria the platform. UTMs tell it the campaign, and later the ad set and ad. Most ad accounts already have these, but check.

Good examples:

https://yourstore.com/?utm_source=meta&utm_medium=paid&utm_campaign=summer-launch
https://yourstore.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand
https://yourstore.com/?utm_source=klaviyo&utm_medium=email&utm_campaign=aug-newsletter
https://yourstore.com/?utm_source=tiktok&utm_medium=paid&utm_campaign=ugc-test

Keep the source names consistent. "meta", "facebook", and "fb" are three different streams to Luria until you tell it otherwise. Pick one spelling and use it everywhere.

Where to set them:

• Meta Ads. Ad level > Tracking > URL parameters. Use Meta's dynamic values ({{campaign.name}}, {{adset.name}}) so you do not type them by hand. See Connect Meta Ads.
• Google Ads. Account or campaign level > Tracking template or final URL suffix. See Connect Google Ads.
• TikTok Ads. Ad level > URL parameters. See Connect TikTok Ads.
• Email. Klaviyo and most email tools add UTMs automatically; check your account's UTM settings. See Connect Klaviyo.

How streams mature

Each stream needs its own traffic to learn, so smaller channels move through the training stages more slowly than your biggest one. A channel sending a few hundred visitors a month may stay in its early stages while your main channel is already converged. That is expected. Until a stream has enough data of its own, it borrows from what Luria has learned site-wide, so no visitor ever sees an untested page. See Training timeline for the stage windows.

Common questions