Marketing plans, if done right, will have KPIs (key performance indicators) that let you know whether your marketing efforts are succeeding or not. KPIs can be a host of different things depending on your goals and the channels you’re using (Google Ads, organic social media, paid social media, SEO, etc).
Two of the most common KPIs are traffic and conversions, especially for digital marketing. Often, however, traffic is given more importance than — or worse, conflated with — conversions. Although traffic is key to converting, they are not the same, nor do they have the same value.
Let’s explore each one and which one you should focus on in your marketing.