Traffic & Channels
Mobile Traffic
Traffic originating from mobile devices, as distinct from desktop.
Mobile traffic is traffic originating from smartphones and tablets, as distinct from desktop — segmented further by OS, device model, carrier and connection type. It dominates global volume in most consumer verticals, and in emerging markets it is effectively the only traffic there is, making mobile the default assumption in modern buying.
Buyers split every campaign by device because the economics diverge: mobile clicks cost less and convert differently, funnels must load fast on weak connections, and iOS versus Android splits matter enormously — iOS users deposit more but tracking is restricted, Android allows APK installs. The classic mistake is sending mobile traffic to a lander tested only on desktop and wondering why conversion halved.
In buyer speech
“Split the campaign — mobile traffic goes to the lightweight lander, and give Android its own flow so we can push the APK.”