When a visitor clicks a link to your website, the browser sends a "referrer" header identifying the source. But modern browser referrer policies are increasingly limiting this information.

What Is a Referrer?

The HTTP Referer header contains the URL of the page that linked to your site. Analytics tools use this to populate traffic source reports.

How Referrer Policies Have Changed

Chrome adopted strict-origin-when-cross-origin as its default, which means:

Same-origin requests: Full URL is sent
Cross-origin HTTPS to HTTPS: Only the domain is sent
HTTPS to HTTP: No referrer is sent at all

How This Affects Your Analytics

Less Referral Detail

Instead of seeing the specific page that drove traffic, you now only see the domain.

More "Direct/None" Traffic

When referrers are stripped entirely, traffic appears as "Direct/None."

Many social media apps and platforms strip referrer information.

How to Compensate

Use UTM Parameters

The most reliable way to track traffic sources. Append UTM tags to every link you share.

Tag Links in Emails and Apps

Emails, mobile apps, and messaging platforms commonly strip referrer headers. Always include UTM parameters.

Accept Some Data Loss

Browser privacy improvements are ongoing. Referrer information will likely continue to decrease.

Best Practices

Tag every link you control with UTM parameters
Standardize UTM naming across your organization
Use a URL builder tool for consistent formatting
Monitor your "Direct/None" percentage
Accept aggregate trends rather than expecting per-click attribution