X (Twitter) accounted for nearly 79% of all site visitors to the campaign landing page during the extension period.
Mobile devices made up over 76% of user sessions, reinforcing the importance of continuing to optimize landing pages and any linked content for a mobile-first experience.
While organic search and direct visits played a smaller role, they still represented 20% of total traffic, suggesting a portion of the audience took deliberate steps to learn more after seeing or hearing about the campaign.
This was an awareness-focused campaign, designed to prioritize reach, impressions, and video completions rather than direct web traffic.
Platforms like CTV/OTT limit clickable ads opportunities, so site traffic from these channels is not the primary objective; instead, success is measured by message exposure and audience recognition.
If increasing website traffic becomes a higher priority, we recommend transitioning from a mixed-media approach to a static-driven strategy. This shift would allow us to focus on driving clicks to websites, rather than video views and VCRs, which are more effective for content consumption and broader awareness.
123
Visitors
132
Page Views
19
Desktop: 15.97%
8
Tablet: 6.72%
91
Mobile: 76.47%
1
Smart TV: 0.84%