Domain owners often confuse quality as being a measurement of the level of real human versus bot traffic. On the other hand, advertisers define quality as traffic that converts for them. Who is right and are these sensible definitions for quality?
Recognised versus unrecognised traffic is the ratio of the views over the URLs for a domain name. Remember views are what the parking companies report while URLs are the unfiltered raw traffic for a domain. This is also the measurement of how much traffic is effectively dropped by a parking company as they deem it either a bot or unacceptable for one or another reason. The assumption is the greater the ratio of views to URLs the better the traffic quality.
A user clicks on an advertising link.
A domain with a high Click Through Rate (CTR) suggests there is an appropriate match between the traffic (ie. Users) and what is being displayed. The user is enticed to click on an advertisement to find out more information.
If the user was interested in games and the page had mortgage advertisements, then there is a mismatch and the CTR would reflect a lower number.
User Pays for the Shopping Cart
The advertiser only earns money when the user puts their hand in their pocket and actually pays for the shopping cart. Without this singular event no advertiser would ever buy any advertising. This is one of the reasons why advertisers regard converting traffic as quality traffic.
If we were to take these steps and create a mathematical formula, then it would look something like this:
URLs X Parking Filter = Views
Views x CTR X Click on Specific advertisement = Traffic to advertiser website
Traffic to advertiser X % Who Complete Purchase action = Shopping cart filled
Shopping cart filled X % of people that pay = sale
This is just an excerpt from the article and the complete article may be found here
Recognised versus unrecognised traffic is the ratio of the views over the URLs for a domain name. Remember views are what the parking companies report while URLs are the unfiltered raw traffic for a domain. This is also the measurement of how much traffic is effectively dropped by a parking company as they deem it either a bot or unacceptable for one or another reason. The assumption is the greater the ratio of views to URLs the better the traffic quality.
A user clicks on an advertising link.
A domain with a high Click Through Rate (CTR) suggests there is an appropriate match between the traffic (ie. Users) and what is being displayed. The user is enticed to click on an advertisement to find out more information.
If the user was interested in games and the page had mortgage advertisements, then there is a mismatch and the CTR would reflect a lower number.
User Pays for the Shopping Cart
The advertiser only earns money when the user puts their hand in their pocket and actually pays for the shopping cart. Without this singular event no advertiser would ever buy any advertising. This is one of the reasons why advertisers regard converting traffic as quality traffic.
If we were to take these steps and create a mathematical formula, then it would look something like this:
URLs X Parking Filter = Views
Views x CTR X Click on Specific advertisement = Traffic to advertiser website
Traffic to advertiser X % Who Complete Purchase action = Shopping cart filled
Shopping cart filled X % of people that pay = sale
This is just an excerpt from the article and the complete article may be found here