In a nutshell, ‘Display traffic’ is what Google determines as traffic that comes to your website from display adverts.

Display adverts are banners, graphics, and icons that promote your website/brand/product/service in a pretty picture.

This can be made up of two main traffic sources, they are…

  • Google display adverts
  • Display adverts on other websites such as blogs and business directories


Frequently Asked Questions

How can I see my website’s display traffic?

Head to your website’s Google Analytics account.

Within GA4 all types of traffic can be found under ‘Acquisitions’ > ‘All Traffic’  > ‘Channels’.

You can focus purely on the display traffic your site receives by clicking on ‘Display’.

I can’t see any ‘Display Traffic’ in my GA4 account

If you can’t see any display traffic in your GA4 account then you don’t currently have any traffic coming from display sources.

Don’t forget to amend the calendar range to ensure you are looking at the right dates.

How do I improve my display traffic metrics?

You can improve your display traffic metrics by...

  • By having more display website traffic
  • By improving the display adverts themselves, make them more attractive/clickable
  • By improving the landing page for the display advert, make them more relevant/interesting

Published: 6th Feb 2024

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