The Google Analytics “Traffic Sources” section can help ecommerce marketers understand how well campaigns are working and how better to invest in site content, advertising, or other forms of engagement
Three types of traffics in google analytics are:
- Direct traffic
- Reffering traffic
- Search engine traffic
Direct traffic
Direct traffic represents those visitors that arrive directly and immediate on your site by:
(1) typing your URL into the browser’s address bar;
(2) clicking on a bookmark; or
(3) clicking on a link in an email, SMS, or chat message.
Direct traffic is a strong indicator of your brand strength and your success in email or text message marketing. Direct traffic can also be an indicator of offline marketing success. We offer our views on the benefits of direct traffic at “Direct Traffic is Better than Google Traffic.”
Referring traffic
Referring site traffic, which is sometimes called referrer traffic or referral traffic, counts those visitors that click a link on another site and land on your site. Referral traffic can be indicative of social media marketing success.
Search engine traffic
Search engine traffic is that traffic that comes from visitors clicking on links on a search results page for any search engine whether Google, Bing, Yahoo!, Blekko, or similar. This traffic source is divided into organic or non-paidsearch engine traffic meaning that the visitor clicked on a so-called natural search result and CPC or paid search engine traffic, which is the traffic you purchase (via pay-per-click ads_ from search engines. Search engine traffic usually indicates that you have good or at least reasonably good content. It also can mean that you have chosen a good software platform. Be sure to learn which keywords are driving this traffic. Multi-channel merchants, as an example, may find that their brand name is a key search term. When this is the case, offline marketing is usually the real traffic driver.
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