What is Website Traffic?
Volume of visits to a website over a period.
How to calculate it
Calculate Website Traffic as: Count of sessions or users in period. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
Monthly sessions grow from 18,000 to 24,000 (+33%). Only meaningful if conversion holds as traffic scales.
Example 2
Monthly sessions grow from 20,000 to 28,000 (+40%) while conversion holds at 3%, translating directly into 240 extra conversions a month.
Why it matters
Website traffic measures the volume of visits over a period and is the top-of-funnel reach indicator for demand generation. Growth in traffic expands the pool of potential conversions, but it only creates value if conversion and engagement hold as volume scales. On its own it is a vanity metric; tied to downstream conversion it becomes meaningful.
Benchmark context
There is no universal target; focus on the growth trend and the mix of channels, watching that conversion rate doesn't fall as traffic rises.
Common pitfalls
Vanity metric unless tied to conversion.
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