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How To…Measure Qualified Traffic %

As a B2B marketer, you’re working tirelessly on paid campaigns, content assets, and social channels to drive more traffic to your website. But how much of this traffic is actually relevant to your business? In other words, what percentage of companies landing on your website matches your ideal client profile? Follow this playbook to answer exactly this question using Let’s get started. 

How To Measure Qualified Traffic % With Factors

Here’s the 5-step process to measure qualified traffic percentage with Factors. The plan is to leverage Factors’ IP-based account intelligence and code-free custom KPI configuration to compare total qualified traffic against total known traffic. You can expect to create this KPI in under 5 minutes.  

1. Start at Custom KPIs

Once you’ve integrated Factors with your website, head over to the Configure drop-down menu and select Custom KPIs. Here, select + Add  New and give your Custom KPI a relevant name, for example: “% Qualified (ICP) Traffic”. You may also add an optional description. 

Screenshot factors CRM dashboard with accounts, engagement levels, and settings highlighted
Screenshot of factors web analytics dashboard with a highlighted button for Custom KPIs

2. KPI Type: Select Derived KPI

Under the KPI Type dropdown, select Derived KPI. The Derived KPI type supports the creation of KPIs using other KPIs and formulaic operations.

Interface for adding a new custom KPI on factors web platform

3. Create your KPIs & Formula

Now’s the fun part. We’ll create two KPIs: KPI A will be the total number of companies identified by Factors across web sessions. KPI B will be the total number of companies identified by Factors that also matches your ideal client profile (that is, qualified traffic). Dividing the latter by the former will result in qualified traffic as a percentage of total known traffic.

  1. KPI A: Total Sessions; Filter by Company Domain is known
  2. KPI B: Total Sessions; Filter by your ICP criteria (Industry, Geography, Size, etc). For example, this could look be “US-based Software Companies with 500-999 employees”
Web page showing filters for 'Qualified (ICP) Traffic' KPI with industry and country criteria

4. Set Formula for Qualified Traffic %

Finally, under the “Formula” section of the KPI builder, simply enter the formula B/A and select Show as a percentage. Once this is complete, don’t forget to hit Save to save your Custom KPI.

Factors dashboard showing KPI formula for calculating '% Qualified (ICP) Traffic'

5. Track & Compare Qualified Traffic %

You’re nearly there! Create a new KPI Report and select the fresh, new custom KPI you’ve just created. Select the time range you care about (along with any additional filters/breakdowns), and Run Analysis.

Analytics graph displaying Total Sessions, Avg. Page Views per Session, and Session Duration
Web analytics report setup page with options to add KPIs and run analysis

And there you have it. You should be able to see your qualified (ICP) traffic percentage as a report. Importantly, you can also compare this percentage against other periods of time to track how ICP traffic % is progressing. This is a crucial metric to track over time because, while overall traffic may increase as your brand grows, it doesn’t really mean all that much unless the traffic is relevant to your business.

Analytics chart showing a 31.3% ICP Traffic with a 6.43% increase from the previous period

Looking to leverage more out of Factors? Book a time to explore your unique requirements with our product experts below.


Measuring Qualified Traffic: Benefits & Use-cases

Now more than ever, B2B marketing teams are expected to highlight their bottom line impact on pipeline and revenue. Top of the funnel metrics such as clicks and traffic are no longer sufficient on their own. But complementing growing traffic numbers with data on qualified traffic makes for a strong case: not only are your marketing efforts bringing in more visitors — but specifically, business-relevant visitors.  

Along with being a great addition to your regularly scheduled marketing reports, measuring, filtering, and breaking down qualified traffic with Factors enables several other use-cases. Here are a couple:

1. Refine content strategy 

Breaking down qualified traffic % by pages (blog sessions, for example), will provide a deeper understanding of what topics attract the right kind of traffic. This, in turn, may be incorporated into the larger content strategy to ensure you’re creating content that your target audiences actually care about. 

2. Improve website retargeting 

Most pixel-based retargeting systems fail to account for the fact that not every visitor landing on your website will make a good fit for your business. As a result, significant ad budgets are directed towards irrelevant users that wouldn’t convert. Identifying and retargeting qualified traffic at an account-level solves for this by offering marketers far more control over their retargeting audiences. Check out our in-depth comparison of account vs pixel-based LinkedIn retargeting

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