• ANALYTICS AND A/B TESTING • SETUP GUIDE

Understanding Traffic Sources and Approval Statistics

By Rivio Support Team
1 min read

What you will achieve in this guide

Follow this step-by-step documentation to configure custom B2B registration forms, approval workflows, and customer tagging.

EXPECTED SETUP TIME 5-10 Minutes
COMPATIBILITY All Shopify Themes & Plans
TECHNICAL DIFFICULTY Zero Code Required

Review where Shopify application traffic comes from and how many submissions are approved in the selected period.

Before you begin

Select the form and reporting period you want to inspect. Use a known storefront visit and application as a test, and keep visit, submission, approval, and sales counts separate when interpreting results.

Sources and outcomes answer different questions

UTM parameters, referrers, and direct visits describe where recorded traffic came from. Submission and approval statistics describe what happened after visitors applied. A campaign can generate many applications but few suitable buyers.

Use consistent campaign links and compare the same form and window. Missing attribution may appear as direct or unavailable, so do not treat an unlabelled source as proof that a campaign produced no activity.

Example

Visit the demo form from a link carrying test UTM parameters and compare its traffic classification with a direct visit. Review application decisions separately.

Expected result

Traffic sources describe visits while approval statistics describe reviewed applications, not sales.

Limits and important behavior

  • Missing attribution can appear as direct traffic or an unavailable source.
  • Approval rate measures review outcomes, not storefront conversion.
  • Use consistent campaign UTM parameters when comparing marketing efforts.

Troubleshooting and verification

If figures seem inconsistent, compare the same form and period and confirm that the tested page uses that form’s slug. Tracking can fail without blocking submission, so the inbox and analytics do not have to match exactly.

Screenshots to add

Screenshot placeholder: Capture the app screen or test result described in “Understanding Traffic Sources and Approval Statistics”. Include the relevant saved settings and the example outcome so readers can connect the explanation to the interface. Use dummy applicant details and mask any secrets.

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