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Tracking internal traffic and product-led growth with Dub Analytics

Learn how to track internal traffic and product-led growth by leveraging the referer URL data in Dub Analytics.

Steven Tey

Written by Steven Tey

You can now see the full referer URL data in Dub Analytics. This lets you understand the specific URL where your users are coming from – as long as the site has the correct Referer-Policy header set.

In this article, we'll walk you through how to use the full referer URL data to gain deeper insights into internal traffic on your website, and how to make sure your Referer-Policy header is set up correctly to support this.

Example use cases

Here are some examples of how you can use the full referer URL data to make data-driven decisions:

Tracking internal traffic

You can use the full referer URL data to track internal traffic.

For example, we recently replaced the Sign Up button in our nav bar with a Dub-powered link (d.to/try). This gave us insight into which pages sent the most traffic to our signup page:

Full Referer URLs in Dub Analytics

You can check out the live demo for yourself here.

Tracking product-led growth

Say you run a SaaS product with dynamic user-generated content/web-pages. Here are some examples:

By leveraging the full referer URL data, you can measure how much organic traffic existing users bring in, since the full URL of each page will be tracked in Dub.

Also, with Dub Conversions, you can keep track of signups and upgrades as well, giving you a complete picture of your app's K-factor or the "viral coefficient formula".

For example, here are the top pages on Dub that drove the most signups via the d.to/try link above:

Full Referer URLs in Dub Analytics

How to enable full referer URL tracking (via Referer-Policy header)

To enable full referer URLs, you need to make sure your site has the correct Referer-Policy header set.

We recommend setting the no-referrer-when-downgrade policy, which will only send the domain, path, and query parameters to the destination URL as long as the protocol security level stays the same (i.e. HTTP → HTTP, or HTTPS → HTTPS).


If the protocol security level is downgraded (i.e. HTTPS → HTTP), the referer will not be sent. This is a good compromise to make sure your users' privacy is respected while still getting a good amount of data.

There are a few ways to configure this, depending on your application framework:

Using Next.js

If you are using Next.js, you can use the headers property in your next.config.js file to configure the referer policy.

next.config.js
module.exports = {
  async headers() {
    return [
      {
        source: "/:path*",
        headers: [
          {
            key: "Referrer-Policy",
            value: "no-referrer-when-downgrade",
          },
        ],
      },
    ];
  },
};

Using Nuxt

If you are using Nuxt, you can use the Nuxt Security module to configure the referer policy.

nuxt.config.ts
export default defineNuxtConfig({
  // global security settings
  security: {
    headers: {
      referrerPolicy: "no-referrer-when-downgrade",
    },
  },
  // or per-route security settings
  routeRules: {
    "/": {
      security: {
        headers: {
          referrerPolicy: "no-referrer-when-downgrade",
        },
      },
    },
  },
});

Using Laravel

If you are using Laravel, you can use the Laravel Security Middleware to configure the referer policy.

app/Http/Middleware/SetReferrerPolicy.php
final class SetReferrerPolicy
{
    public function handle(Request $request, Closure $next): Response
    {
        /**
         * @var Response $response
         */
        $response = $next($request);
 
        $response->headers->set(
            key: 'Referrer-Policy',
            values: 'no-referrer-when-downgrade',
        );
 
        return $response;
    }
}

Using Flask

If you are using Flask, you can set the Referrer-Policy header for all requests like this:

app.py
from flask import Flask
 
app = Flask(__name__)
 
@app.after_request
def set_headers(response):
    response.headers["Referrer-Policy"] = 'no-referrer-when-downgrade'
    return response
 
@app.route('/')
def index():
    return 'Hello world!'
 
if __name__ == '__main__':
    app.run()

Alternatively, you can set the header for specific endpoint:

app.py
from flask import Flask, make_response
 
app = Flask(__name__)
 
@app.route('/')
def index():
    response = make_response('Hello world!')
    response.headers["Referrer-Policy"] = 'no-referrer-when-downgrade'
    return response
 
if __name__ == '__main__':
    app.run()

Using a Meta Tag

Alternatively, you can also set the referer policy using a meta tag in the <head> section of your HTML:

<meta name="referrer" content="no-referrer-when-downgrade" />

This is useful if you are using a website builder like Webflow or Framer, where you don't have access to the server-side configuration.

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