Your website traffic and conversions are all originated either in your marketing activities or from natural traffic.
If your visitors have not been in contact with any of your marketing activities they will be classified as natural traffic.
This means they either come from: Search engines where they have clicked on an organic search engine link, a link from another website, by punching in your website adress in the browser address field or by clicking a link sent to them by a friend, family member or colleague.

While this might not tell you anything about how effective your marketing acgtivities as such are, it can tell you a great deal about what lies around them.

The natural traffic feature lets you:

• See exactly what search term in any search engine has generated traffic and/or sales.
• identify what links from what websites are the most succesful and thus who you should increase your collaboration with.
• exactly what adresses your visitors have used to access and buy at your site. This is popular if you have many national sites or have many variations or landing pages for for instance offline campaigns.