All Traffic

All Traffic allows for a clear, simplified view of digital behavior. It provides a more complete view of real-world browsing habits, with an improved methodology that translates into a better understanding of the market.  today users find their information via different channels, for different needs etc - hence we developed our All traffic approach

Our All Traffic metric combines both desktop and mobile web activity into a single, unified view, giving you a more complete picture of how users interact with a site. By looking at total traffic across devices, you can identify shifts in user behavior, such as whether audiences are moving from desktop to mobile, or engaging consistently across both. This holistic perspective helps eliminate blind spots that occur when analyzing channels in isolation, enabling you to better understand customer journeys, uncover growth opportunities, and make more confident strategic decisions.

Providing strategic guidance and industry standards

Channel-agnostic reporting has become more important as browsing activity has become more omnichannel. As digital journeys span more devices, splitting traffic by device no longer accurately reflects their interactions. 

Google Analytics 4 (GA4) now emphasizes total users and total sessions, which our All Traffic metric aligns with. Like GA4, we’re striving toward a more holistic and privacy conscious approach to understand user behavior, prioritizing user journeys across all platforms and devices rather than focusing narrowly on individual device data.

Focusing on users’ evolving needs

All teams (SEO, media buyers, analysts, execs, etc.) want the same number and one, cohesive story. Combining our device sources into one metric aligns with the maturing needs of our users, providing for better stories around intent, value, and performance. 

Allowing for data integrity and clarity

All Traffic allows for a more comprehensive perception of performance. It is one, aligned number for easy reporting. 

In addition, most websites today are responsive or adaptive, meaning they work well across all device types. As a result, decisions based on specific device traffic (like mobile vs. desktop) usually lead to the same outcome (e.g., if most visits come from mobile, that trend is already captured in All Traffic view, further minimizing concerns about device-specific differences).

Desktop vs Mobile Web

Desktop: Typically used for work and research, and is prone to repeat visits, leading to a higher proportion of returning users. 

Mobile Web: Attracts more new visitors through casual browsing, search, and social media. 

Additionally…

Hybrid: This allows for an accurate and complete picture across all devices to better align with strategies, KPIs, and spend.

The difference of using one or the other

Relying on desktop-only or mobile-only metrics provides only a portion of user behavior.

A 50/50 split between Desktop and Mobile may be true in some cases, but in certain industries or countries, the balance is very different. Using All Traffic assures we’re covering the anomalies. 

For more information, check out our overall data methodology. 

FAQ 

Q: Does All Traffic simply mean Mobile + Desktop? Or is the data methodology different?

The ‘All Traffic’ figure is not simply the sum of Desktop and Mobile Web traffic. It actually represents a unique estimation of all web traffic, based on our full data model. It’s a separate, holistic estimation that allows us to provide a more accurate and consistent view of traffic. 

We take a variety of factors to achieve better estimations based on the different data sources we have for each country.