Website traffic sources

The number of website visitors to the site last year was up 114% according to Google Analytics.

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The majority of traffic to the site was from visitors who found the site through the Google campaign ad campaign(s) - 56% of visitors, followed by visitors coming from Google search 26.5% and direct traffic 14.7%. Please note: the cross-referral traffic and Paid Search traffic are counted together (as they’re both from Google Ads. See below for Cross-network definition.

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What is cross-network?

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Cross-network⁠

in Google Ads/Analytics refers to the feature that allows marketers to extend their reach beyond the Google network, including partner websites and apps, by displaying their ads on the Google Display Network (GDN).

Google Ad spend

The spending on Google Ads increased by 11% from 2022 as we continued to target MVA and Workcover claim clients.

The Google ads campaign type that we used this year was the Performance Max Campaign. This type of campaign was recommended for connecting to users on a local level by using more precise location-targeting information about where the user was in relation to the business (i.e. Patino's offices).

Landing pages

Looking at which pages website users landed on, we can see that we definitely got more traffic to the Workplace Injury and MVA pages on the site. More traffic commenced on these pages of the site then on the home page (see screenshot below).

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