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How to Calculate Your Web Traffic to Increase Website Revenue



How to Calculate Your Web Traffic to Increase Website Revenue

You want to know how to calculate website traffic. That’s smart since your website’s value is both the traffic AND the revenue it can bring in.

Making sure your site works? Check your web traffic. Reacting to changes in your industry? Your website traffic data can help you see how you’re doing.

Measuring web traffic can help you build realistic goals and strategies that lead to increased revenue for your business.

To get started, keep reading, or jump to the section you’re looking for.

Why measure website traffic?

Measuring website traffic can help you pinpoint the performance of specific strategies and campaigns. This data can also help you see if leads are dropping off because of a drop in traffic, forecast annual trends, and notice when a page or link breaks on your site.

Your website traffic tool is like the thermometer in your house. You might think it feels cold, but that tool tells you exactly how cold it is. This helps you decide whether it’s worth turning the heater on.

So, maybe you think your website traffic is lower than it should be. Website traffic data can give you:

  • Page views
  • Referral sources
  • Time on-page

This information can help you figure out where your website needs work and how to make it perform better.

It helps you answer both big-picture and granular questions about your marketing, sales, and growth strategies.

Before You Start Collecting Web Traffic Data

Many businesses claim to be data-driven. But 27% of surveyed small businesses don’t have a documented business strategy.

Without a clear strategy, you can’t use data to help your business grow. And if you’re not measuring current website performance, it will be difficult to set realistic goals.

Monthly website traffic chart

Comparing your website traffic with competitive benchmarks is one place to start. But even if you know how many visitors you think your website should be getting, this data won’t help you understand where your numbers are now. It also won’t help your team work together to reach your goals.

These three steps will help you create a useful web traffic strategy. They can help you make sure that your data analysis is meaningful to your lead, sales, and revenue goals.

1. Decide what questions you want to answer with your data.

Businesses often fail because they’re asking the wrong questions. So, before you start gathering data, it’s important to think about the questions your business wants answers to.

Keep in mind that your questions may change over time. A startup with a month-old website may have questions like:

  • Why is the bounce rate so high?
  • What sources will bring the most qualified leads?
  • Why is blog traffic rising in May, but dropping in July?
  • Where is most referral traffic coming from?

But once your site has been live for five years or more, you may have different questions. These might include:

  • How accurate is this data?
  • Why does this page generate so many conversions?
  • Why have visits gone down on some pages but not others?
  • Why are visitors exiting from the home page?
  • Is the website getting good ROI?

These questions mostly point to one big question:

How much traffic does your site need for you to reach your revenue goals?

Your questions should be specific to your website, business, and your unique goals. While it may be tempting to jump to the next step, spend some time thinking about questions for your site.

You might want to speak to stakeholders across your organization to see if they have ideas too. A SMART goal-setting template can also simplify your goal-setting.

2. Choose the right key performance indicators (KPIs).

Website analytics tools can give you a lot of data, and quickly. A single tool may offer over a hundred different ways of measuring your website data.

So, before you get lost in all the options, it’s best to start with the KPIs that align with your business goals.

For example, say you want to increase pricing for your top tier of products. KPIs that could help you track how this decision has an impact include:

  • Page views for product pages
  • Revenue
  • Traffic by source
  • Bounce rates from pricing pages
  • Sessions for returning customers

It’s a good idea to focus on a handful of key metrics. Measuring and tracking too much data can create a situation where you spend more time watching your data than acting on it.

If you’re not sure which data is right for your business goals, this post goes into more detail on choosing KPIs.

3. Figure out how often you will collect and analyze your data.

Before you begin collecting data, it’s a good idea to set a time frame for data collection.

Checking data can sometimes feel like checking your social media feed. If you check too often, you may be spending more time watching your data than acting on the insights it offers. If you check it infrequently, you may misinterpret the ups and downs of your website traffic.

So, set a consistent cadence for monitoring your web traffic. This can help you make sure that you have an accurate picture of what’s working and what’s not.

If you’re in a fast-moving industry or recently launched a new website or product, daily checks may be useful. But if you can’t act on insights quickly, a weekly schedule for checking website traffic may be a better fit.

How to calculate website traffic example: Daily traffic report

It’s also smart to set aside time to do more detailed analysis of your site traffic. Many businesses will do this monthly or quarterly. Depending on the scale of your organization, you may want to create a separate data schedule for partnerships or campaigns. This can make it easier to isolate this specific data for review.

Once you set a schedule, stick to it. Then, create clear documentation for other members of your team so they can fill in or take over when it’s needed.

For example, if you’re compiling weekly reports, choose a set date for the week to begin and end. If your reporting for each business week starts on Saturday, then shifts to Sunday a few months later, you’ll end up with unreliable data.

1. Choose an analytics tool.

There are many great tools to analyze web traffic. These three tools are popular favorites.

Analytics Tool 1: HubSpot CMS

This tool collects website traffic information including:

  • Page views
  • Sessions
  • Time on page
  • Exit and entrance rates
  • Bounce rates

Reporting in HubSpot connects to platform features including sales, marketing, and service software. This means that you can easily track data through the entire customer journey in one single tool.

Analytics Tool 2: Google Analytics

This popular analytics tool is a helpful tool for collecting website traffic data. It’s free to use and offers many different ways to organize and analyze website data.

This tool offers a range of detailed reports including:

  • Real-time traffic reports
  • Acquisition reports
  • Engagement reports
  • Monetization reporting

Analytics Tool 3: Mixpanel

Besides tracking web traffic, Mixpanel offers product usage and customer behavior data. This is an advanced tool that can give users real-time data across websites and apps.

Features for Mixpanel analytics include:

  • Interactive reports
  • Team dashboards
  • Segmentation options
  • Group analytics

If you’re just starting your research and want to dig deeper into your options, check out this list of top analytics tools.

2. Install the software’s tracking code.

While tracking code installation is different for each tracking tool, most use a special script to collect data. It’s simple to add this script to your site to start analyzing your traffic.

Here’s a step-by-step guide to adding the reporting tracking code with HubSpot. If you’re not a HubSpot customer, you can get started with HubSpot here.

Step 1: Click the gear icon to access Settings after you’ve logged into HubSpot.

How to calculate website traffic instructions: Settings

Step 2: Navigate to Tracking & Analytics in the left-hand menu.

How to calculate website traffic instructions: Tracking and analytics

If you’re using Marketing Starter or HubSpot’s free tools, navigate to Tracking Code in the left sidebar menu.

For all other subscriptions, navigate to Tracking & Analytics > Tracking code in the left sidebar menu.

Step 3: Under the Tracking Code tab, in the Embed code section, click Copy.

How to calculate website traffic instructions: Embed code

You can also click Email to my web developer to send the tracking code to the team member who will be installing it on your site.

Step 4: Install the tracking code on your website.

To install the tracking code, paste the code before the closing </body> tag in the HTML code on each page of your site.

Step 5: After you install the tracking code, learn how to verify installation and troubleshoot the code.

You may want to check with someone else on your team before adding and troubleshooting your tracking code. While this process is simple, these steps will vary based on how your business manages your website.

3. Use the software to track website sessions.

Once you add your tracking code to your site, it may take up to 24 hours for data to appear. Once data starts populating in your dashboard, it’s time to start analyzing.

Every tool will have different reporting options, but this is a quick overview for analyzing your data with HubSpot.

Step 1: In your HubSpot account, navigate to Reports > Analytics Tools.

How to calculate website traffic instructions: Reports

Step 2: Click Traffic Analytics.

How to calculate website traffic instructions: Traffic analytics

Step 3: The tabs at the top let you analyze different types of data.

How to calculate website traffic instructions: Analyze

Step 4: Filter your data by time range or frequency.

How to calculate website traffic instructions: Filters

Step 5: Review the types of data and metrics that answer your questions.

Step 6: Export the report to save your data.

How to calculate website traffic instructions: Export

4. Calculate change over time.

While most analytics tools are easy to use, data analysis can be tough. There are countless ways to parse web traffic data.

There are many ways that you can calculate change on your website. You might be a little overwhelmed by all the options, and that’s normal. If you’re new to web traffic analysis, this guide to commonly used website tracking terms can help.

The formula below is a great place to start as you begin to measure your website performance over time.

Traffic Growth

Let’s say we’re calculating traffic growth from February to March. A simple formula to calculate this change is:

How to calculate website traffic formula: Traffic growth

(March sessions – February sessions) / February sessions

Here’s a numerical example: (1,530-1090)/1,090 = 0.4036

Percentages are easier to read at a glance than decimals, so you may want to convert this number to a percentage by multiplying your result by 100.

For example, .4036 x 100 = 40.36%

5. Dive deeper on your traffic sources.

Once you have a clear picture of growth and other key KPIs, you may have already found some issues you want to work on.

One common question for sites with low visit and session numbers is where website traffic is coming from. There are many different sources that can contribute to your website traffic.

How to calculate website traffic example: Sources

These four sources are the most common:


Direct traffic usually comes to a web page through other pages on your website. Traffic might also show up as “Direct” when a user types your URL directly into the browser. Direct can also act as a catch-all source for many analytics tools.

Organic search

This website traffic comes from search engines like Google, Bing, and DuckDuckGo. These sources usually show up in your analytics reports automatically.

That said, it’s a good idea to take a look at your settings to make sure that you understand the automatic settings in your tool. For example, DuckDuckGo shows up in organic search sources on some platforms, and in direct sources on others.


Referrals are site visits that come to you from other websites through backlinks. You can learn more about backlinks in this free lesson.

Social media

These sources show you how much traffic is coming from social media. Some tools will also separate paid and organic social media sources.

As you begin using your analytics to solve problems and troubleshoot to improve your strategies, you may want to learn more. To get you started, check out this guide to website traffic sources.

Now that you’ve learned the basics of measuring your website traffic, it’s time to talk goals.

How to Calculate Traffic Goals to Increase Website Revenue

You may already be familiar with revenue marketing. It’s a strategy that many of HubSpot’s prospects, customers, and partners use.

But it’s also complex and it takes a lot of work to put into action. Marketing analytics tools make it easier to get the data to run the model. But if you’re just learning how to predict and measure ROI from inbound marketing, you may want something simple.

These are the basics:

Revenue Goals Determine Sales Goals

Sales Goals Determine Lead Goals

Lead Goals Determine Traffic Goals

How to calculate website traffic for revenue chart

Let’s talk about how to convert website traffic to revenue step-by-step.

1. Calculate the number of new customers you need in a month.

Most companies have monthly or quarterly revenue goals. If you’re a small business owner or startup and you don’t have these goals, set your goals today. If you’re in marketing and you don’t know what the plans are, sit down with your leadership team and ask, “How can I better support the monthly revenue targets?”

Once you have that number, use this goal to calculate the number of new customers you need each month. The formula is simple:

How to calculate website traffic formula: New customers per month

Monthly revenue goal / Average revenue per new customer = Goal for number of new customers per month

2. Calculate the number of leads you need to hit your new customer goal.

Now that you have a rough number of customers you’re looking for, it’s time to calculate how many leads you need.

To calculate this number you’ll need the average website lead to customer conversion rate for your business. Your conversion rate is the number of leads that take the action you want them to take.

If your business relies on cold calling, this could be tough to figure out. But most businesses will have an appointment to customer close ratio.

If your business doesn’t have a process for calculating your conversion rate, there are also tools that can help. This sales conversion calculator makes it easier for your team to decide conversion and drop-off rates for your sales leads.

Once you have this number, use the formula below to calculate your goal for leads.

How to calculate website traffic formula: Lead generation goal

New customer goal / Lead to customer conversion rate = Lead generation goal

3. Calculate the traffic you need to meet your lead goal.

To calculate how much traffic you need, you’ll want to figure out your website visitor to lead conversion rate. If you just started tracking your website traffic it may be difficult to calculate this number.

That said, some businesses have lead tracking set up. With lead tracking you can automatically see:

  • Lead sources
  • Where leads are in the sales and marketing process
  • Who is working with each lead

If you’re keeping track of the number of leads you’re getting from your website per month, you should be able to combine this figure with your most recent website traffic numbers.

If you’re not able to calculate your visitor to lead conversion rate, do an online search for averages in your industry. Companies that do online lead generation right can get a visitor to lead conversion rate that’s 10% or more in some industries.

Once you have this number, use the formula below to calculate how much website traffic you will need to meet your revenue goals.

How to calculate website traffic formula: Website traffic goal

Lead generation goal / Website visitor to lead conversion rate = Website traffic goal

What Comes Next: How Do You Improve Your Website Traffic?

Calculating website traffic comes after you’ve built your website and started posting content. But this process isn’t an end, it’s a beginning. As you continue to check your site traffic, you’ll develop a better understanding of your customers and how they use your site. These insights will help you build better marketing, products, and strategies.

It’s easy to get overwhelmed once you start looking at your website data every month, but stay open. If you keep learning, your traffic, leads, sales, and revenue have nowhere to go but up.

This post was originally published in April 2010 and has been updated for comprehensiveness.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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