Paid Traffic

Visits that arrive from advertising rather than from unpaid results.

Tag every campaign consistently with UTM parameters, or paid visits get reported as direct and the channel loses its own results.

Compare it with organic on cost per qualified outcome, not on volume — the two channels answer different questions.

It is immediate and controllable, which makes it the right tool for launches, tests and seasonal peaks.

It stops the moment spend stops, which is why it belongs alongside organic rather than instead of it.