Marketing
Traffic (Paid/Organic)
Traffic (Paid/Organic) measures the number of visitors to a website or application from both paid advertisements and organic search results. This metric helps assess the effectiveness of marketing strategies and the visibility of the site in search engines.
HOW TO MEASURE
Traffic is tracked using web analytics tools like Google Analytics, which categorize visits based on their sources: paid (via ads) or organic (from search engine results). Sum the number of users visiting via each channel to get total traffic.
HOW TO IMPROVE
SEO Optimization: Enhance website content, structure, and metadata to improve organic search rankings.
Content Marketing: Develop engaging, relevant content that attracts and retains visitors.
Ad Campaign Optimization: Refine targeting and bidding strategies for paid ads to maximize ROI.
Social Media Engagement: Use social media platforms to drive both paid and organic traffic.
FORMULA
Total Traffic = Paid Traffic + Organic Traffic
EXAMPLE
A tech blog runs a Google Ads campaign while also optimizing its posts for SEO. In a month, it receives 5,000 visits from paid ads and 15,000 visits from organic searches. The total traffic would be: Total Traffic=5,000 (paid)+15,000 (organic)=20,000 visits. This indicates the effectiveness of both marketing strategies in driving website traffic.
DEPARTMENT USAGE
Marketing: To evaluate the effectiveness of different marketing channels and strategies.
Sales: To understand the potential customer base and optimize conversion strategies.
Product Management: To align product offerings with visitor interests and behaviors.
Analytics: To analyze traffic patterns and optimize for future growth.
View the collection of Metrics Workshops.