"90% of the traffic coming from Google and Facebook advertisements is useless," one site announces the analysis result

BySi1very

If you are an ordinary user, after you open the website, you should probably see it in order from above, but 90% of the visitors coming from Google and Facebook advertisements are totally different movements , "Career support site"You Exec"Revealed.

Google & amp; Facebook ad traffic is 90% useless. - You Exec
https://youexec.com/dev/2017/1/14/google-facebook-ads-traffic-is-useless

In You Exec noticed that there is a big difference in "How to view the site" between general visitors and the majority of visitors coming from Google / Facebook advertisement, reproducing the behavior of users on the site it canFullStoryWe visualized the difference using.

Regular user movements usually check the contents in order from the top after they came to the site, caught on the way you are interested in the middle, or go back to the end and then return. (Animation GIF opens with image click)


Meanwhile, visitors coming from advertisements of Google and Facebook do not move the mouse cursor almost, scroll is also one way only. Besides, I can not imagine that the speed is very fast reading. (Animation GIF opens with image click)


Likewise, if you came from the advertisement to the mobile version, it scrolls down to the bottom just after you have reached the bottom of the page, you have closed the page.

When You Exec checked the contents of traffic on a 100-unit basis, it seems that there was one case per 10 cases thought to be an ordinary user. In other words, 90% of the traffic that came was "something not a user".

As a result, You Exec discontinues advertising campaigns on Google and Facebook. As a result, in a natural stateCTR (click through rate)·CVR (Conversion Rate)Compared with the campaign on Google and Facebook, we found that the figure was 80% to 90% worse. Considering the contents of the traffic, it is a convincing figure.

Of course, this is the result of You Exec to the last, it does not apply to everything, but people who feel the same tendency should think about the traffic source.