What is social traffic?
Social traffic is visitors who come to your site from social media, like Facebook, Instagram, LinkedIn, Pinterest or YouTube.
Social traffic is visits from links on social networks. GA4 splits it into Organic Social (unpaid posts, profile links and shares) and Paid Social (ads). It recognizes many social sites automatically. Links clicked inside some social apps may arrive without a source and be counted as direct, which is why tagging your post and bio links with UTM parameters helps.
Why it matters for your business: Social traffic shows whether your posts drive people to your website, not only likes. It helps judge which platforms are worth your time.
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