Web Site Traffic


The amount of visitors and visits a Web site receives.


Web site traffic was initially viewed as an all-important metric for gauging success on the Web. This assumption was due in part to the lack of other business metrics to explain the .com phenomenon. Now much of the focus has shifted back to profitability, and Web site traffic is only part of the equation.

Web site traffic x conversion = results

Web site traffic is still important, as you can’t have conversions without visitors, but it is becoming less important as a standalone metric.


often simply referred to as “traffic”

Related Terms

impression, page view, unique visitors

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


Web Site Traffic Analysis Untangled
ClickZ (May 10, 2001)

The Need for Web Site Traffic Analysis
ClickZ (April 26, 2001)

Capturing Value From Web Traffic
ClickZ (December 8, 2000)