Traffic refers to the flow of data or visitors to a website, application, or network. In the context of digital marketing and web analytics, it typically measures the number of users who access a site over a specific period. Traffic can be categorized by its source, such as organic (from search engines), direct (typed URLs), referral (from other websites), or paid (from advertisements). Monitoring traffic is essential for understanding user behavior, evaluating marketing effectiveness, and optimizing online performance.