What’s a Digital Trafficker?

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The term digital trafficker may sound overly grandiose, but it does provide some clues as to what the job entails. A digital trafficker is responsible for directing traffic through funnels, allowing businesses to generate sales using various advertising platforms. This profession is closely linked to the world of e-commerce and has been around for years. But what are its functions? What tasks does a digital trafficker perform? And why is it important? Let us explain:

What’s a Digital Trafficker or Traffic Manager?


To understand what a Digital Trafficker is, we first need to understand their main objective. This new professional profile has emerged with the primary goal of increasing sales by gaining visibility. Their role is to develop and implement online advertising campaigns by purchasing high-quality traffic in order to increase the likelihood of converting visitors into customers — i.e. to increase sales. This traffic includes users who visit our site because they have a genuine interest in our product or service. 

Digital Traffickers work with paid traffic (as opposed to organic traffic, which operates without financial investment) to drive users to the website through ads. Therefore, their obligation is to manage all resources allocated to each campaign, optimizing performance to the fullest. In other words, their goal is to generate the highest volume of traffic with the lowest possible investment.

What does a Digital Trafficker or Traffic Manager do?


We must understand how they carry out this traffic optimization so that interested users turn into sales. Their role is to generate a strategy, analyze the results and correct what isn’t profitable. They’ll be in charge of managing ads on various channels such as Facebook, Instagram, Twitter, LinkedIn or Google.

Campaigns won’t always be successful, so the essential role of the trafficker is to study the weak points and suggest improvements for increased results. It’s worth noting that they aren’t always part of the company — they may work for hired agencies.

Some of the tasks they perform include:

  • Cost optimization: Traffickers will know the best way to distribute the efforts invested in each campaign to ensure a good return on investment and achieve successful results.
  • Lead generation: Their main objective. They will explore and develop new communication channels to attract more users.
  • Elimination of physical barriers: In digital environments, different demographic groups can be reached without the need to travel. A trafficker will seek to find the best geographical location for each campaign, as potential customers won’t be equally interested and won’t have the same characteristics.
  • Opportunities to increase sales: The greater the reach, the greater the business opportunity and, therefore, the greater the possibility that a user will go through the entire marketing funnel.
  • New business opportunities arising from market research: Constant market analysis, as well as its trends, will allow traffickers to discover new opportunities that wouldn’t otherwise be considered.
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What are the daily tasks of a Digital Trafficker?


It’s crucial to know what their roles are in order to understand why they are an essential part of a digital business. Their main daily tasks are as follows:

  1. Analysis of the company. In order to draw accurate conclusions, the trafficker must conduct a comprehensive audit. This way, they’ll be able to understand what campaigns the company has carried out so far and know how the competition has worked.
  2. Strategic planning: Once traffic managers understand the business context, they’ll need to grasp the corporate goals in order to develop a strategy with a clear objective and define the channels through which it will be carried out.
  3. Budgets: Traffic managers will be familiar with the budget and will have to organize spending according to the initial budget and established objectives.
  4. Implementation: Everything that was a concept until now will become tangible. The chosen channels will be used to launch the digital campaign: where to invest the budget, which actions will achieve the objectives, possible variations that will occur in the future.
  5. Monitoring: It’s possible to monitor the results of a campaign almost in real-time — that’s why the trafficker will be responsible for studying how the entire strategy evolves once it’s been launched.
  6. Optimization: With results in hand, one of their functions will be to achieve a higher performance by correcting the weak points of the strategy that’s been implemented.

Types of Traffickers and their tools:


Having a strong online presence is crucial for any business, and that’s why one of the main goals of a trafficker is to promote a company’s content through as many channels as possible. However, not all channels will be relevant for every type of business, which is why it’s important to conduct both internal and external audits to study competitors.

There are different types of traffic managers specialized in different channels:

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  • Google Ads. When search results are displayed, traffic managers will try to keep the company among the top positions of the results.
  • Facebook Ads. They’ll generate content to increase engagement from the audience on this social network.
  • Instagram Ads. They’ll look to create new ads using the various possibilities for publications and establishing partnerships with influencers.
  • Twitter Ads. They’ll create campaigns that are in line with the target audience on this social network.
  • YouTube Ads. A new channel through which to generate audiovisual advertising.

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