# Analyze campaigns > Which sources and campaigns bring visitors who actually read and buy? This article shows you how to find out in the “Campaigns” tab. ## Requirements - You know the Metrics overview. - Your links in newsletters, ads and social media have UTM parameters. You can use our free UTM link generator for this. - For the “Goals” column, you have created at least one goal. ## Open the tab In Metrics, click the plus at the top and choose “Campaigns”. At the top you see four tiles: all “Visits”, the “Goals reached”, the “Best source” and the “Weakest source”. For vinodo.de, email brings the most active visits and Instagram the weakest. ![Screenshot sitebrunch: The “Campaigns” tab. At the top the tiles Visits, Goals reached, Best source Email and Weakest source Instagram. Below them the “Traffic by activity” table with one row per source and an activity bar.](https://website-assets.sitebrunch.com/storage/hilfecenter/ux/metriken/kampagnen-quellen.jpg) ## Traffic by activity The table shows for each source how many visits it brings and what those visits do: how many pages they view, how far they scroll, how long they read, how often they leave right away and how often they reach a goal. The “Activity” column sums this up in one number. 1.0x is an average visit. A source is rated from 30 visits. ## Sources, campaigns and UTM medium At the top right you switch between “Sources”, “Campaigns” and “UTM medium”. In the “Campaigns” view you see each campaign from your UTM links separately. Visits without a UTM link are listed under “No campaign”. ![Screenshot sitebrunch: The “Traffic by activity” table in the “Campaigns” view with No campaign, instagram-story, brand-search and the newsletter campaigns. instagram-story is marked red with 0.6x activity.](https://website-assets.sitebrunch.com/storage/hilfecenter/ux/metriken/kampagnen-utm.jpg) ## What stands out At the very bottom, the “Visits and activity” chart shows each campaign as a circle. The further right, the more visits. The higher up, the more active. The bigger the circle, the more goals. Next to it, “What stands out” sums up the key points in sentences. For vinodo.de, for example: “Lots of traffic, little effect” for the Instagram story. ![Screenshot sitebrunch: On the left the “Visits and activity” chart with one circle per campaign, on the right “What stands out” with the note “Lots of traffic, little effect” about instagram-story.](https://website-assets.sitebrunch.com/storage/hilfecenter/ux/metriken/kampagnen-was-faellt-auf.jpg) > **Tip:** A campaign with many visits and little activity is no reason to stop it right away. First check whether the page it leads to matches what the ad promises. --- - Previous article: [Pages and sections](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics/pages-and-sections.md) - Next article: [Conversions](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions.md) ## Help Center: contents - [Accessibility](https://www.sitebrunch.com/en/hilfecenter/accessibility.md) - [Getting started](https://www.sitebrunch.com/en/hilfecenter/accessibility/getting-started.md) - [Create a project](https://www.sitebrunch.com/en/hilfecenter/accessibility/getting-started/create-a-project.md) - [Set up WCAG monitoring](https://www.sitebrunch.com/en/hilfecenter/accessibility/getting-started/set-up-wcag-monitoring.md) - [Check a PDF](https://www.sitebrunch.com/en/hilfecenter/accessibility/getting-started/check-a-pdf.md) - [WCAG monitoring](https://www.sitebrunch.com/en/hilfecenter/accessibility/wcag-monitoring.md) - [The monitoring overview](https://www.sitebrunch.com/en/hilfecenter/accessibility/wcag-monitoring/the-monitoring-overview.md) - [Add pages to monitoring](https://www.sitebrunch.com/en/hilfecenter/accessibility/wcag-monitoring/add-pages-to-monitoring.md) - [Email notifications](https://www.sitebrunch.com/en/hilfecenter/accessibility/wcag-monitoring/email-notifications.md) - [Audits](https://www.sitebrunch.com/en/hilfecenter/accessibility/audits.md) - [Create an audit](https://www.sitebrunch.com/en/hilfecenter/accessibility/audits/create-an-audit.md) - [Complete a testing step](https://www.sitebrunch.com/en/hilfecenter/accessibility/audits/complete-a-test-step.md) - [The audit report](https://www.sitebrunch.com/en/hilfecenter/accessibility/audits/the-audit-report.md) - [Create a re-audit](https://www.sitebrunch.com/en/hilfecenter/accessibility/audits/create-a-re-audit.md) - [User Experience](https://www.sitebrunch.com/en/hilfecenter/user-experience.md) - [Getting started](https://www.sitebrunch.com/en/hilfecenter/user-experience/getting-started.md) - [Set up a project](https://www.sitebrunch.com/en/hilfecenter/user-experience/getting-started/set-up-a-project.md) - [Install the snippet](https://www.sitebrunch.com/en/hilfecenter/user-experience/getting-started/install-the-snippet.md) - [From install to first visit](https://www.sitebrunch.com/en/hilfecenter/user-experience/getting-started/from-install-to-first-visit.md) - [Read the weekly overview](https://www.sitebrunch.com/en/hilfecenter/user-experience/getting-started/read-the-weekly-overview.md) - [Metrics](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics.md) - [The Metrics overview](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics/the-metrics-overview.md) - [Filter and compare](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics/filter-and-compare.md) - [Pages and sections](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics/pages-and-sections.md) - [Analyze campaigns](https://www.sitebrunch.com/en/hilfecenter/user-experience/metrics/analyze-campaigns.md) (this article) - [Conversions](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions.md) - [Set up events and goals](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions/set-up-events-and-goals.md) - [The Conversions overview](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions/the-conversions-overview.md) - [Analyze interactions](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions/analyze-interactions.md) - [Create a funnel](https://www.sitebrunch.com/en/hilfecenter/user-experience/conversions/create-a-funnel.md) - [Journeys](https://www.sitebrunch.com/en/hilfecenter/user-experience/journeys.md) - [Journeys at a glance](https://www.sitebrunch.com/en/hilfecenter/user-experience/journeys/journeys-at-a-glance.md) - [See where visits go](https://www.sitebrunch.com/en/hilfecenter/user-experience/journeys/see-where-visits-go.md) - [Create a route](https://www.sitebrunch.com/en/hilfecenter/user-experience/journeys/create-a-route.md) - [Read backwards from a goal](https://www.sitebrunch.com/en/hilfecenter/user-experience/journeys/read-backwards-from-a-goal.md) - [Live Heatmaps](https://www.sitebrunch.com/en/hilfecenter/user-experience/live-heatmaps.md) - [Live Heatmaps at a glance](https://www.sitebrunch.com/en/hilfecenter/user-experience/live-heatmaps/live-heatmaps-at-a-glance.md) - [Read clicks](https://www.sitebrunch.com/en/hilfecenter/user-experience/live-heatmaps/read-clicks.md) - [Scroll depth and devices](https://www.sitebrunch.com/en/hilfecenter/user-experience/live-heatmaps/scroll-depth-and-devices.md) - [Filter by source and goal](https://www.sitebrunch.com/en/hilfecenter/user-experience/live-heatmaps/filter-by-source-and-goal.md)