The purpose of website traffic is to measure the number of visitors to a website and the actions they take while on the site. Website traffic is an important indicator of the popularity and effectiveness of a website. It can be used to gauge the success of marketing campaigns, the popularity of a particular page or feature, and the effectiveness of search engine optimization (SEO) strategies. Website traffic can also be used to identify trends and patterns in user behavior, which can be helpful for businesses in making decisions about their online presence and marketing efforts.