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Tracking Organic Traffic

Start understanding and analyzing the performance from your direct traffic sources.

Genny avatar
Written by Genny
Updated over a week ago

Updated - Hotfix 3.2.0 (April 2023): Organic Traffic can now be tracked using our JS SDK; see script below. [Click Here]

Table of Contents


Organic traffic represents the visitors that reach your website directly, without the use of Everflow tracking links.

Google Analytics is helpful for understanding your visitors, but Everflow gives you performance insights into the users that are converting on your website.

Use this setup to track performance from your direct traffic, identify any traffic coming from paid channels that you should start tracking as separate partners, and establish success metrics for evaluating the performance from your other partners and channels.

Product Guide

Learn more by checking out our interactive demo guide on this feature - [Click Here]

Code Logic

If user is reaches your site “organically” and there is no Everflow cookie, then the Click will register as “Organic” and we will store an Organic cookie.

If user is already associated with an Organic cookie, and the same user clicks again, but this time using affid or _ef_transaction_id in the query string (Affiliate Link), then a new cookie will be assigned to the associated Affiliate.

If the user clicks a second time, this time with a new affid or _ef_transaction_id (Affiliate), then a new cookie will be assigned to the associated affiliate.

If a user comes back to the site and doesn’t have an affid or _ef_transaction_id value in their link (Organic) and there is already a cookie (Organic or Affiliate) we will NOT set another cookie.

If there is an Organic cookie and a Coupon Code is used in the Conversion, we will prioritize the Coupon Code over the Organic cookie and attribute the Conversion to the Partner associated with that Coupon Code.

If there is a cookie associated with an Affiliate and a Coupon Code is used in the Conversion, we will prioritize the cookie over the Coupon Code.

Please Note: We DO NOT automatically populate regular affiliate links with site data when the URL contains affid or _ef_transaction_id. We will only use the data passed in the Sub1-5 parameters on the click.


  • Create an Offer. We recommend naming the Offer according to the name of the company or product for which you are tracking activity. If you already have a general purpose Offer you can use that here as well.

    For more information on creating an Offer - [Click Here]

  • Create a partner. We recommend naming the Partner: "Organic"

    For more information on creating a Partner - [Click Here]

  • Replace the following values in the tracking code below:

    • INSERT_TRACKING_DOMAIN = your tracking domain

    • INSERT_ORGANIC_OFFER_ID = Offer ID of the offer created in Step 1

    • INSERT_ORGANIC_PARTNER_ID = Partner ID of the partner created in Step 2

      <script type="text/javascript"

      <script type="text/javascript">
      organic: {
      offer_id: INSERT_ORGANIC_OFFER_ID,
      affiliate_id: INSERT_ORGANIC_PARTNER_ID,
      offer_id: EF.urlParameter('oid'),
      affiliate_id: EF.urlParameter('affid'),
      sub1: EF.urlParameter('sub1'),
      sub2: EF.urlParameter('sub2'),
      sub3: EF.urlParameter('sub3'),
      sub4: EF.urlParameter('sub4'),
      sub5: EF.urlParameter('sub5'),
      uid: EF.urlParameter('uid'),
      source_id: EF.urlParameter('source_id'),
      transaction_id: EF.urlParameter('_ef_transaction_id'),

Please Note: When the "Organic" Partner is approved for the Offer, the payout settings will apply on the "Organic" Partner as well. In order to not show a payout for the "Organic" Partner, create a Custom Payout in the Offer settings and apply a $0 CPA payout for the "Organic" Partner.

For more information on applying custom payout settings - [Click Here]

Use this guide to determine what values will be passed in the Sub1-5 parameters for organic traffic:

sub1: If traffic comes from an ad in TikTok, Facebook, Instagram, Google, Microsoft (Bing), Taboola, or Outbrain that will be identified here. N/A indicates that it did not come from any of those sources.

sub2: The referrer URL (the page that the user was on prior to visiting your site)

sub3: The first sub-section of the page path that the user entered your site on (the part after the first / in the URL)

sub4: The entire path of the page that the user entered your site on (everything after the / in the URL)

sub5: The query string (everything after the ? in the URL)

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