F EAT U RE 5 KEY PERFORMANCE INDICATORS For Service Department Marketing T o get an in-depth understanding of the suc- termine if a particular ad is an investment you should cess level of your current marketing strategies, continue to make. it is important to understand some reporting * Direct Traffic represents website visitors who found tools that measure your Key Performance Indicators, or KPIs. 1. Traffic Sources Your website traffic originates from sources such as organic, paid, and direct traffic. The first of these 5 Key Performance Indicators will tell you which of these sources is producing traffic for your website. Below are some examples of Traffic Sources you may see reported: * Organic Traffic represents visitors who found your website by using search engines. When seen through a Performance Indicator, you will be able to learn how well you rank among common search terms and competitors. * Paid Traffic represents website visitors who found your website through online advertising you purchased. This Performance Indicator can help you de- 28 your website by following a link that is not from a referring URL. For example, the visitor could have