What is Page Referrer in Google Analytics 4?

Trying to find the exact URL that sent visitors to a specific page on your site can feel like searching for a needle in a haystack within Google Analytics 4. While GA4 tells you the general source of your traffic, like Google Search or Facebook, the "Page referrer" dimension gives you a far more granular and actionable answer. This article will show you exactly what Page referrer is, where to find it in GA4, and how you can use this simple dimension to make smarter decisions about your website's navigation and linking strategy.

What Exactly is "Page Referrer" in GA4?

The "Page referrer" in Google Analytics 4 is a dimension that captures the URL of the page a user was on immediately before viewing the current page. Simply put, it answers the question: "What specific web page sent this visitor to the page they are on now?"

This is logged on an event-by-event basis, specifically for the page_view event. Every time a user loads a new page on your site, GA4 tries to capture the URL of the page they just clicked from.

Here’s how it works in practice:

• Internal Navigation: A user is reading your article at your-blog.com/best-marketing-tips. They click an internal link to check out your services at your-blog.com/services. For the page view of /services, the Page referrer would be your-blog.com/best-marketing-tips.
• External Referrals: A partner site writes a review of your product and links to it from the page partner-website.com/review-of-your-product. A user reads their review and clicks the link, landing on your-site.com/product-page. For the page view of /product-page, the Page referrer is partner-website.com/review-of-your-product.

This level of detail is incredibly powerful because it moves beyond general traffic sources and shows you the precise, page-level pathways users are taking to navigate your site.

Page Referrer vs. Traffic Source: A Crucial Distinction

One of the most common points of confusion in GA4 is the difference between the Page referrer and the traffic source dimensions (like Session source / medium). While they sound similar, they answer two very different questions.

Session Source / Medium answers: "How did this user's entire visit (session) begin?" This dimension is set once at the start of a session and remains the same for every page the user visits during that session. Examples include:

• google / organic (from a Google search)
• facebook.com / referral (from a link on Facebook)
• (direct) / (none) (typed your URL directly or used a bookmark)

Page Referrer answers: "Which specific URL sent traffic to this single page view?" This can change multiple times within a single session as a user navigates from one page on your site to another.

Let’s look at a quick example journey:

1. A user searches on Google and finds your homepage.
2. From the homepage, they click a link to your "About Us" page.
3. From the "About Us" page, they click on your "Contact" page.

As you can see, the Session source / medium gives you the big-picture context for the visit, while the Page referrer gives you the step-by-step navigational details.

Where to Find the Page Referrer Dimension in GA4

The Page referrer dimension isn't displayed in most default GA4 reports, so you’ll need to add it yourself. Fortunately, it only takes a few clicks. Here are two primary ways to access this data.

Method 1: Add it to a Standard Report

The quickest way to see referrer data is by adding it as a secondary dimension to an existing report, like the "Pages and screens" report.

1. From your GA4 dashboard, navigate to Reports > Engagement > Pages and screens.
2. You'll see a table with "Page path and screen class" as the primary dimension. Directly above the table, you’ll see a blue circle with a plus sign (+). Click this to add a secondary dimension.
3. In the search box that appears, type "Page referrer" and select it from the list under the "Page / screen" category.

The report will now update with a second column showing the specific referring URL for each page's views. This gives you a quick overview of how users are moving between pages on your website.

Method 2: Create a Custom Exploration Report

For more flexibility and deeper analysis, building a Free Form exploration report is the best approach. This allows you to combine dimensions and metrics in any way you choose.

1. Navigate to the Explore section from the left-hand GA4 menu.
2. Start a new exploration by clicking on the Blank template.
3. In the Variables column on the left, click the + icon next to "Dimensions."
4. Search for and import both "Page referrer" and "Page path and screen class." Click the blue Import button.
5. Next, click the + icon next to "Metrics" in the same column.
6. Search for metrics you want to analyze, such as "Views," "Sessions," "Engaged sessions," and "Total users." Import them.
7. Now, drag "Page path and screen class" and "Page referrer" from the Dimensions list into the Rows section of the "Tab Settings" column.
8. Drag the metrics you imported (like "Views") into the Values section.

You now have a fully customized, detailed report that shows you the exact page-to-page paths users take, making it easy to see which referrers are driving the most traffic to specific pages.

4 Practical Ways to Use Page Referrer Data

Finding the data is only half the battle. The real value comes from using these insights to improve your website's performance. Here are four actionable ways to use the Page referrer report.

1. Turbocharge Your Internal Linking Strategy

Your internal links are the highways of your website, guiding users from informational content to pages that drive conversions. The Page referrer report tells you exactly how much traffic is flowing on those highways.

• Identify your top performers: Filter your report to see which blog posts or informational pages are the top referrers to your key conversion pages (e.g., product pages, pricing page, contact form). This tells you which calls-to-action (CTAs) and internal links are working effectively.
• Spot missed opportunities: Find popular pages that have high view counts but are referring very little traffic to important pages. This is a clear signal that you need to add more prominent or persuasive internal links to those pages to guide users toward your goals.

2. Understand User Journeys on Your Site

By analyzing the flow from one page to the next, you can see how users actually behave versus how you think they behave. This helps you identify points of friction or confusion in their journey.

For example, you might expect users to go from /features to /pricing. But if your Page referrer report shows many users are actually going from /features to your /blog or /about-us pages, it could mean your CTA for the pricing page isn't compelling enough, or that your navigation is unclear.

3. Pinpoint High-Value External Referrals

While the Session source / medium report tells you that blog.com sent you traffic, the Page referrer report tells you the exact article on blog.com that contains the link.

If you see partner-blog.com/positive-review-of-your-product sending dozens of qualified visitors to your homepage every week, that’s incredibly valuable. You can double down on that relationship, ask the partner to update the link to a more specific landing page, or seek out other sites that target a similar audience to create similar partnerships.

4. Diagnose Underperforming Content

Do you have a pillar blog post that you expect to drive lots of interest in a related product or service? You can use the Page referrer dimension to verify its performance. Create a custom exploration and filter it to only show the Page path of your target service page. Then, look at the page referrers. If you see very few (or no) views being referred from your big pillar post, you know the CTAs within that post aren't working and need to be redesigned.

Final Thoughts

In short, the Page referrer dimension provides a microscopic view of website navigation that general traffic reports just can't offer. By understanding the specific page-to-page journey of your users, you can optimize your internal linking, get a clearer picture of user behavior, and capitalize on high-value referral opportunities that were previously hidden.

Digging into GA4's Explore reports to build these analyses can be time-consuming, requiring several steps just to get a simple answer. At Graphed, we've automated this entire process. Instead of building reports manually, you can just connect your analytics account and ask in plain English, "Show me the top page referrers for my pricing page," and get an instant dashboard. It lets you get right to the actionable insights without getting stuck in the weeds of report configuration.