Website Traffic

The website traffic objective optimizes to get people to click your ad and land on your site.

You choose it when the win is a visit. X hunts for the people in your audience most likely to click through, bids for those clicks, and bills you around them. Your creative needs a clear link and a reason to tap it, because the whole campaign is judged on the click.

Say you send a thousand clicks to a landing page. Ads Manager shows you cost per link click; your own analytics show how many of those thousand did anything once they arrived. If the click cost is fine but the page converts nobody, the ad worked and the page did not.

Traffic is a click, not a customer. People push the cost per click down and down and never check what happens after the landing, so cheap traffic hides an expensive funnel.

You bought the visit. The visit still has to earn its keep.