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.
Recover Lost Traffic After a Website Redesign – redesignhelp.com
Web Site Traffic Analysis Untangled
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The Need for Web Site Traffic Analysis
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Capturing Value From Web Traffic
ClickZ (December 8, 2000)