Institutional investors use both web traffic data and search data to gauge demand and engagement. The two are often grouped under "digital" or "behavioral" alternative data, but they answer different questions. Search data reflects intent: what people look for and seek out. Web traffic data reflects outcome: where they actually went and how much they engaged. That distinction drives when each signal is most useful and how to use them together.
This post explains how web traffic and search data differ, when each tends to lead, and how platforms that offer both in one place can simplify your wor