How To Measure & Segment Qualified Traffic

It can be a great sight for sore eyes to see your website flooded with traffic, but it can also be a complete buzz kill if that traffic doesn’t generate any sales. Not to mention piss off your VP and sales team. Believe me, I’ve been there. So, what can you do to ensure that the traffic your website brings in is qualified? 

Let’s start with the basics..

What Does Qualified Traffic Look Like?

In a somewhat basic but general explanation, qualified traffic is the type of traffic that produces tangible business results. While the definition of “qualified traffic” varies from company to company and industry to industry, across the board it is the type of traffic that has the potential to produce ROI from your marketing efforts.

Since the definition of “qualified traffic” will vary based on business objectives, the best place to start is to know what qualified looks like for you. What does the typical customer journey to find your product or service look like? Knowing your customer journey and buyer personas will help reveal the types of actions & events qualified traffic uses when searching for your solutions.

Keep in mind, any unidentified website visitor isn’t a qualified lead.

Measuring Qualified Traffic

It is important to understand how to measure whether or not traffic is qualified. With the help of analytics software like Google Analytics and Dotto Graph, you can gain metrics important to qualifying traffic during the three stages: Visitor, Lead, and Customer.

Using these metrics, you can calculate the following:

    • Visitor to Lead (VTL) Conversion Rate:  If you have lead generating content (ex. ebooks, guides, case studies, etc), sign-up forms, or identity resolution tools on your website, you are able to tell how many visitors convert to leads. If you don’t see visitors converting to leads, this is a sign that traffic is low quality or unqualified. 
    • Lead to Customer (LTC) Conversion Rate:  The real bread-and-butter in performance is the lead to customer conversion rate which tells you how many of your leads convert to customers. A low LTC rate may be a symptom of poor quality traffic and leads, but it can also mean that the bottom of the funnel is not doing its job to close the deal. To investigate further, speak with your marketing team about the quality of traffic/leads and explore every marketing channel and ensure the right messaging is used.

Dive deeper by filtering VTL and LTC by traffic sources or mediums to improve marketing effectiveness and efficiency. If you go the extra mile, you’ll see your ROAS sky rocket. 

Top 3 Ways To Segment Your Audience

Targeting your best users by using Dotto’s Lead Generation alongside your current marketing is one of the best ways to reduce wasted marketing spend! Segmentation doesn’t have to be complex; it can be very simple and straightforward:

    • By Engagement
      • Why?
        • See how well your content is appealing to your audience
      • How?
        • More than x pages
        • More than x seconds
        • Scroll Depth
        • Events such as Add to Cart
    • By Content Viewed
      • Why?
        • To get insight into their onsite behavior
      • How?
        • Category pages
        • Product pages
        • Product detail pages (PDPs)
        • Cart Pages
    • By Traffic Source
      • Why?
        • To get insight about where are they coming from and how are they finding you
      • How?
        • By traffic source or medium such as:
          • Social
          • Paid Social
          • Organic
          • Direct
          • Referral
          • Affiliates
          • Paid Search
          • Programmatic


Segmentation allows you to identify strengths, weaknesses, and patterns, find reliable revenue sources, and provide the guidelines to improve where you’re falling short. You can always get more advanced and technical with how you segment, but this is a good starting point. Anything you can do to better understand your audience behavior and acquisition is time well spent.

If you have any questions, please feel free to reach out to us by email at

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