Traffic Mix Strategist
Diagnoses over-reliance on any single channel and recommends diversification
- agent ›Google Ads revenue is up 27% on last week, to DKK 118,000. Nearly all of it is one brand: Nordkap, +DKK 21,000, since its autumn jackets came in.
- you ›Great — so we should move more budget into Google Ads?
- agent ›Not on this week alone. Against the same week last year Google Ads is up only 4%: last year had the same jacket spike. That's the season, not the channel.
- you ›Then where is the real change?
- agent ›Organic. Down 12% on last week and 19% on last year, almost all of it on mobile, while every other channel held. That one isn't seasonal — I'd look at your search visibility before touching the ad budget.
What it does
A weekly report on your traffic sources that explains the numbers instead of listing them. Without being told which channels to look at, it picks the ones with the most traffic, the most revenue or the biggest change since last week. Every figure — sessions, conversion rate, revenue — is set against the previous week and against the same week last year, so a seasonal swing is not mistaken for a channel getting better or worse. Then it looks for the why: the brands, categories and products that drove a channel's growth or decline, and whether the change came from one device. The result is a short, factual account for the people who need to understand performance at a glance, and the one or two channels that deserve a closer look.
An example insight.
What a result from Traffic Mix Strategist looks like. The numbers are an illustration, not a customer's.
Google Shopping traffic down 22% — the other channels are not
Google Shopping sessions fell 22% week over week and 19% against the same week last year, with no matching drop in any other channel. The decline is spread over every category, a pattern consistent with a product feed error or disapproved products.
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Every category
The agent catalog →Strategy
Know what to focus on
9 agentsRevenue Opportunity
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12 agentsAction & Recommendation
Specific things to change today
12 agentsCompetitive Intelligence
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5 agentsRedesign
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4 agentsOther
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Book a demo and we'll show you what Historian finds on your own store.