We group incoming traffic into traffic sources based on how a player arrives at a game or experience. This helps explain whether traffic comes from campaigns, platforms, or direct access.
In simple terms, we look at:
Campaign tracking links (UTM parameters), when available
The previous page, domain or app the player came from
If neither is available, we classify the visit as Direct
Below are explanations of the most common sources you may see.
Playable
What it means
This source usually indicates internal or cross-playable navigation. Playable traffic typically comes from within another game or playable experience.
Common scenarios
A player moves from one game to another via an in-game link
A redirect between playable campaigns
A game restart where a clear referrer is not specified
Direct
What it means
Direct is used when there is no UTM source or referrer information available.
Common scenarios
The player opens the game directly via its URL
The browser or app does not provide referrer information
Links opened from emails, apps, or messages that do not pass source data
Privacy or security settings block referrer details
How to interpret it
Direct does often but not always mean the player accessed the URL directly. Source is categorized as direct when no reliable source information is available.
Traffic from known platforms
When the previous page or app can be identified, we group traffic under a recognizable platform name, such as:
Social media (for example Facebook, Instagram, LinkedIn)
Search engines (for example Google, Bing)
Email (common email clients and apps)
Other websites (shown as the referring domains
UTM source or referrer information will always take priority and define the traffic source.
Traffic from a domain
What it means
If a player comes from a website that does not match a known platform category, we show the website’s domain name as the traffic source.
Example
A player clicks a link on news.example.com
The traffic source will appear as example.com
How to interpret it
This indicates referral traffic from a specific external website. It is useful for understanding partnerships, embeds, or organic mentions outside major platforms.