Traffic Concentration Risk in Online Businesses

Understand whether demand depends on one channel, platform, page, query or campaign.

Measure channel mix

A single dominant acquisition source can create platform or algorithm exposure.

Go below channel level

Within organic or paid traffic, inspect campaign, keyword and landing-page concentration.

Test alternatives

Ask what happens if the largest source declines and whether other channels have demonstrated traction.

Connect concentration to value

High concentration does not make a business unbuyable, but it should affect diligence, price and post-close planning.