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Display Traffic Overview

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Find a high-level overview of a site's display advertising strategy, including ad placement and performance with Display Traffic Overview. 

What is the value?

Identify when and where websites have placed ads, and delve into traffic and engagement metrics of display advertising traffic generated by clicks on display and video ads. View how other websites use display advertising in their paid search strategy to help understand how you can optimize your display tactics to reach your target audience.

How to use the Display Traffic Overview page

To view display traffic and engagement metrics for up to five sites, follow these steps:

  1. Within the Competitive Analysis module, find Display > Overview.

  2. To target your analysis, click +Compare and add up to four additional websites.

    • Using the filters in the upper right, set the time period, country, and type of traffic (desktop, mobile web, or all traffic) that you would like to analyze.

    • If available, mark the Compare to checkbox for side-by-side data comparison to the previous time period.

Key metrics & insights:
  • Total ad visits: Total visits to the website generated by ads.
  • Campaigns & landing pages: Number of ad campaigns and landing pages detected for the chosen website (single mode).
  • Detected ads: Total number of individual detected ads found on the chosen website (single mode).
  • Recently spotted creatives: Snapshot of the most recently found ad creatives on the chosen website (single mode).
  • Top Publishers: Publishers sending the most ad traffic to the website.
  • Top ad networks: Ad networks generating the most traffic to the website.
Within the Display traffic & engagement graph, you can see the following engagement metrics over time:
Display Traffic and Engagement
  • Traffic Share: Estimated percentage of traffic sent to each of the analyzed domains (or pages) compared to the total website's traffic.
  • Avg. Visit Duration: The average length of a visit. The more time a visitor spends on the website, the more likely they are to convert.
  • Pages per Visit: Average pages per visit for the selected time period. The greater the Pages/Visit is the more engaged their audience is with their brand.
  • Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page.

FAQs

How do you classify display advertisement traffic from Social Networks?

If the social network (like Facebook, Youtube, etc.) use their own ad network, the data will appear as Social (we don’t distinguish paid Social currently). If the social traffic came through a 3rd party ad network, as long as it’s one that we are able to identify, the data will be classified as Display.

Why do I see mail.google.com as a publisher in the Display module?

Some Google Discovery ads run from within Gmail, such as promotions for certain items, which appear as a display ad in an email.

Because Google Display Network (GDN) is one of our known ad networks, most traffic via Google Discovery ads should be classified as Display traffic. If there are cases where we cannot detect the ad network, this traffic would most likely be classified as Email traffic.

Feature Location

Try it now! Website Analysis > Enter a website and go to Display > Overview.

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