Organic vs paid traffic
The Teads card in the Performance page separates your page views into organic and paid because the two traffic types have different characteristics, different revenue profiles, and different implications for your long-term monetisation.
Organic page views
Organic visits are generated by users who found your site through search engines, social media, direct links, bookmarks, or referrals — without any paid promotion. Organic traffic is the foundation of sustainable publisher revenue. It tends to be more engaged, more loyal, and more familiar with your content — all of which contributes to higher ad engagement and stronger monetisation per visit.
Paid page views
Paid page views are generated when OCM or its content distribution partners pay to bring new users to your site — for example, by promoting your articles through Teads' content recommendation network on other sites. Paid traffic can increase impression volume and earnings, but it typically has different engagement characteristics to organic traffic.
Why monitoring both matters
A site with strong organic growth and healthy paid distribution is in a good position. Keeping an eye on both numbers over time helps you understand the true composition of your traffic and its revenue quality.
Organic CTR is a useful indirect measure of content-recommendation relevance — a strong organic CTR suggests the recommendations being surfaced to your readers are well matched to their interests.
See also: Understanding CTR on content recommendations · Teads performance explained