Two decades? Yikes, I’ve missed the homepage-success-measurement boat.
I’ve always felt homepage traffic was the hardest traffic to measure and monetize. How are we delivering a great experience to our digital community by sending them to our homepage?
Unless your site is a blog or are promoting evergreen/brand campaigns, homepage traffic is from folks who are trying to learn what value your website/organization can provide to them.
This kind of traffic is super top-of-the-funnel. Or wherever they go on the Flywheel of confusion.
Also, “homepage” or “home page”?