Paid traffic

Paid traffic consists of visits acquired through paid promotion, such as search advertising or sponsored product placements. Payment need not be charged per visitor: Google describes models including cost per click and cost per thousand impressions.[1][2] A click report is therefore not identical to an invoice total or a complete customer inventory.

Assess the origins, measurable next steps and cost of these visits together. Advertising clicks and measured sessions can differ because of loading, consent or measurement definitions. More paid traffic should not automatically be interpreted as additional profit. Compare contribution after relevant costs and account for the report's attribution rules.