Conversion Optimisation
Traffic
Plain English
The number of people visiting.
Definition
Traffic refers to the number of users visiting a website, app, or digital product over a given period.
In practice
Measured through analytics tools to understand volume, trends, and sources of users.
In context
It is the number most often reported and least often actionable. Traffic up and revenue flat usually means the new visitors were never in the market.
The reality
High traffic means nothing if it doesn’t convert - quality matters more than quantity.
Compared with
Traffic vs Sessions
Traffic is a loose term for volume of visits. A glossarySessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term is a defined, measurable unit with a timeout rule. One person can generate several sessions, so session counts always exceed user counts.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is traffic in analytics?
Traffic is the number of users visiting a website or product.
Why is traffic important?
It shows how many users are reaching a product.
What are different types of traffic?
Organic, paid, referral, direct, and social traffic.
Does more traffic mean better performance?
No, traffic must convert to deliver value.
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