Private domain traffic
In one sentence
A customer audience that a brand can repeatedly reach directly without paying per touchpoint, such as WeCom contacts, community groups, and WeChat Official Account followers.
On public platforms, reaching users requires paying for ads or relying on algorithmic recommendations. Once users enter your private domain, your brand can message them directly, provide services, and introduce new products.
Private domain operations center on consistently delivering value; frequent mass messaging leads to customer churn.
Example
After in-store customers scan a QR code to add Enterprise WeChat, the brand regularly sends maintenance reminders and invitations to test new products.
Related terms
- Public Traffic
- Traffic accessible to everyone across platforms—such as search, recommendation feeds, and AI search—which brands acquire through content or advertising.
- Repeat Purchase Rate
- The percentage of total purchasing customers who buy again within a given timeframe.
- Customer Lifetime Value (LTV)
- The total revenue or profit a brand expects to generate from a customer throughout their business relationship.
