Statistics go to the site "where did you come from"

And again the question arose, now with a concrete example.
There is a website
With a small daily attendance, raw, but there is.
Two weeks ago, she launched contextual advertising for him, first Adwords.google, a little later Direct.yandex and context.meta and put the Google Analyst counter.
I look at the statistics of bigmir - there are too few source domains, 20-40% of the total.
The analyst is not only 80% of direct transitions, i.e. bookmarks, url hands, etc., also does not select contextual transitions at all, not even their own!
With what it can be connected?
Why are sources so poorly defined?
Grateful for the answers