Traffic in the narrowest sense of the term, refers to visitor traffic on a website.


Visitor traffic in this case includes all those actions that users perform on a website. This includes various metrics such as calling individual domains, clicking internal hyperlinks or download files.

Measurement and generation

Tracking tools as well as tools of web controlling enable the collection, measurement and analysis of traffic. A particularly high traffic reflects the attractiveness of a website, supports a high ranking and thus also increases the probability of successful new customer acquisition. A low traffic can be an indication of necessary optimisation measures of the website.

Social media channels and methods of search engine marketing (SEM) also serve as an additional source to generate and influence traffic.