Web traffic

Web traffic is the amount of data sent and received by visitors to a web site. This necessarily does not include the traffic generated by bots. Since the mid-1990s, web traffic has been the largest portion of Internet traffic. This is determined by the number of visitors and the number of pages they visit. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth.

Not all web traffic is welcomed. Some companies offer advertising schemes that, in return for increased web traffic (visitors), pay for screen space on the site. Sites also often aim to increase their web traffic through inclusion on search engines and through search engine optimization.

Web analytics is the measurement of the behavior of visitors to a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives of Internet marketing initiatives; for example, which landing pages encourage people to make a purchase. Notable vendors of web analytics software and services include Google Analytics, IBM Digital Analytics (formerly Coremetrics) and Adobe Omniture.

Web traffic is measured to see the popularity of web sites and individual pages or sections within a site. This can be done by viewing the traffic statistics found in the web server log file, an automatically generated list of all the pages served. A hit is generated when any file is served. The page itself is considered a file, but images are also files, thus a page with 5 images could generate 6 hits (the 5 images and the page itself). A page view is generated when a visitor requests any page within the web site – a visitor will always generate at least one page view (the main page) but could generate many more. Tracking applications external to the web site can record traffic by inserting a small piece of HTML code in every page of the web site.

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Wikipedia