Traffic in the context of digital marketing and web analytics refers to the flow of users who visit a website. It's a key metric for assessing the effectiveness of online marketing campaigns, SEO efforts, and the overall appeal of a website. Traffic can be categorized in various ways, such as organic, direct, referral, and paid traffic, each indicating a different source or method by which users arrive at a website. High traffic is often a goal in digital marketing, as it indicates greater exposure and potential for engagement and conversion.