I build websites and web apps at a small studio in Chennai, India. This is a look at the first month of campaign traffic on one store we built, with the real numbers, my reading of them, and the parts I'm unsure about. I'd like your opinions more than your applause.

The project

INEGO is a clothing brand. We built its online store, including a virtual try-on, and we handle the technical support. The ad campaigns were run by ScaleUp Marketing Agency, not by us.

The numbers

For the last 30 days to early November 2026, Vercel Analytics (production site) shows:

  • 20,858 visitors
  • 63,167 page views

Where visitors came from (rounded, with each platform's mobile and desktop domains combined):

  • Instagram: about 10.7K visitors
  • Facebook: about 4.7K visitors
  • Google: about 2.9K visitors

The referrer data can't separate paid from organic visits, so I can't tell you which campaign did what. Traffic came as a sharp spike around the main campaign days, then settled to a steady base.

What they opened:

  • Home: about 12K visitors
  • Offers page (sale countdown and promo code): about 8.6K
  • Shirts: about 2.4K
  • Polos: about 1.8K
  • T-shirts: about 1.7K

My reading (evidence first, judgment second)

Evidence: the offers page was the second most visited page, ahead of every category page.

Judgment, which you can argue with:

  1. People coming from an ad want the deal. A dedicated offers page with a clear route to it seems to matter more than a polished home page.
  2. Category pages came next, so browsing should be one click away, not behind search.
  3. Most of this traffic comes from social apps on phones, so page weight decides whether anyone sees the products. [Only keep this next sentence if INEGO agrees: The Lighthouse performance score on this store was 36 on [page / mobile or desktop], and image weight is the first thing I'm fixing.]

What I'm not claiming

The brand reported more than ₹5 lakh in revenue. That figure is theirs, it covers no stated period, and I haven't audited it. It reflects the brand and its campaigns as much as the store. I'm also working from one client and one month, so please treat all of this as one data point.

Where I'd like your thoughts

  1. For an image-heavy store with a try-on feature, what do you cut or defer first on mobile?
  2. Would you give a sale its own page, or fold it into the home page? What does your data say?
  3. How do you separate paid from organic traffic when the referrer data is this coarse?
  4. What did I miss in this analytics view?

I'll reply to every comment, and I'll write up the fixes with before-and-after numbers once they're live.

Source: INEGO case study, https://catalystlabs.co.in/work/inego?utm_source=devto&utm_medium=community&utm_campaign=proof&utm_content=inego-blog. Traffic figures from Vercel Analytics, production site.