Internal Traffic

You’ve probably come across a number of guides or posts talking about why it’s necessary to block so-called internal traffic from your web analytics reports. The reasons are pretty solid: internal traffic does not emulate normal visitor behavior, it rarely contributes to conversions (skewing up your conversion rate), it inflates page views, and it wreaks havoc on your granular, page-by-page data.

Internal traffic is vaguely described as “your employees”, “people really close to your brand”, “your marketing department”, “your web editors”, and so on. Basically, it should be a term which covers traffic that does not adequately represent trending visitor behavior on your site. Most often, this is “internal”, in that it is traffic by people who generate the content. It can also be your proof-readers (wives, husbands, best friends), beta testers (wives, husbands, best friends), outreach marketers (wives, husb… you get my drift).