Measurement
Paid Traffic
Paid traffic refers to website visitors who arrive through paid advertising channels, including Google Ads (PPC/Search), display advertising, paid social media (Facebook Ads, LinkedIn Ads), sponsored content, and retargeting campaigns. Unlike organic traffic, paid traffic requires ongoing investment and stops when budgets are exhausted.
Paid traffic is tracked in Google Analytics under Acquisition > Paid Search and All Traffic channels, with granular campaign data available via Google Ads and Google Analytics integration. Metrics like cost-per-click (CPC), return on ad spend (ROAS), and quality score are managed through Google Ads, while conversion attribution is tracked in Google Analytics.
Authority Links
Related Terms
Measurement
Conversion Rate
Defined as the number of visitors to a website, who complete the desired action out of the total number of visitors.
Measurement
Direct Traffic
Direct traffic, a Google Analytics metric, refers to users entering a URL into their browser to directly access the website.
Measurement
Organic Traffic
The traffic that comes from accessing the site directly from visitor queries on search engines.
Technical SEO
UTM
Refers to pieces of code that allow traffic-related information to be displayed and analyzed.