Why do companies monitor and measure traffic to their websites?

It is important to monitor and measure the performance of a website in order to know if it’s bringing the desired value to a company. One of these components that businesses are measuring is traffic.

By incorporating Google Analytics into a website, companies can monitor where their traffic is coming from. It is beneficial to know what social media channel brings most of the visitors. For example, if a travel agency utilizes different social media channels such as Instagram, Facebook and Twitter, they can see what sites bring most of the traffic and therefore they can create and place a future ad on the related website in order to convey a desirable message to a larger audience. They can also monitor whether the traffic is coming from organic search or paid advertising, which types of advertising brings larger volumes of people and which ones are not performing well. By monitoring and measuring the performance of ads and knowing the source of traffic, companies can make better marketing decisions such as: what ads are most popular, which ads should be eliminated, what type of ad copy is performing well and brings traffic and engagement and what content isn’t working.

Companies can also monitor what devices people are utilizing when browsing their website. Is most of the traffic coming from mobile devices, desktops or tablets? At what time of day most of the traffic is coming? By having information about traffic, the devices used and the most desirable time of day, businesses will make better decisions about what time of a day and what days of the week they should run their ads and which devices they should target. They can also determine whether they should create a custom app so customers could download it on their device to make faster and easier purchases and improve their user experience.