Since a Traffic campaign isn't optimized for any specific on-site action, this tells you how many of the people who did land on your site went on to do something meaningful anyway, whether that's a purchase, a sign-up, or something else you're tracking.
| Tier | Range | What it means |
|---|---|---|
| Below average | Under 0.5% | People are landing on the site but not doing much once they're there. Since this campaign was never optimized for that action, this isn't necessarily a red flag on its own, but it's worth knowing. |
| Average | 0.5% – 1.5% | A typical result for traffic that wasn't specifically optimized to convert. |
| Above average | 1.5% – 3% | More people are taking action once they land than you'd expect from a Traffic campaign. A good sign the audience is more qualified than the objective alone would suggest. |
| Excellent | 3%+ | This is an unusually strong result for a Traffic campaign. This audience may be ready for a more direct objective. |
Have your own Conv. Rate? Drop it into the tool and get the full breakdown plus questions for your agency.
People are landing on the site but not doing much once they're there. Since this campaign was never optimized for that action, this isn't necessarily a red flag on its own, but it's worth knowing.
A typical result for traffic that wasn't specifically optimized to convert.
More people are taking action once they land than you'd expect from a Traffic campaign. A good sign the audience is more qualified than the objective alone would suggest.
This is an unusually strong result for a Traffic campaign. This audience may be ready for a more direct objective.
These sources break out Traffic-specific CTR, CPC, and CPM figures that agreed closely with each other. The Conversion Rate bands for this objective are a softer estimate, since Traffic-specific conversion data isn't something the industry publishes much of.