For SaaS organizations, traffic is a commonly used metric. It refers to how many visitors, or indeed individual visits, a website gets.
Because of this, you may also have heard of this referred to as website traffic.
However, whilst many businesses like to analyze how much traffic their website receives, it is not as useful a metric as some may believe — in fact, it is what Eric Ries (author of The Lean Startup) would call a vanity metric.
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Traffic may tell you how many people come to your website each month, week or day, as a result of your marketing success, but it reveals little else. To truly gauge success, businesses should look at traffic rates compared to conversions or sales.