In today’s digital world, social media platforms are an important source of traffic and an indicator of audience interest and user behavior.

What is social media traffic?

Social traffic is traffic sent from social media sites, such as Facebook or Reddit, to the analyzed domain(s) during the specified time frame.

  Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic. This includes direct media buying from Facebook.


Using social traffic insights

  1. You’ll find social traffic insights within the Website Analysis module > Social > Overview.
  2. Enter a set of competitors to analyze.
    We’ll compare social traffic insights for and competitor sites,,, and
    We see that Zara takes the lead with +3M social visits over the L3 Months, and is close behind with 2.96M. Let’s dig deeper into the different social media platforms sending traffic to these sites to determine how Zara can hold onto the lead.
  3. Head to the table at the bottom of the page to identify the social networks sending the most traffic to your and your competitors in this side-by-side comparison.Social_media_traffic_analysis.png

    We see that is capturing the most traffic from facebook, which could indicate that should devote more resources into their facebook strategy.



How does Similarweb categorize paid social traffic?

If we see a visit from a social network and we detect an ad network that is known to us, associated with the click, we will attribute this traffic to the Display Advertising channel. If we are not able to detect an ad network that is known to us, the traffic will be attributed to the Social channel.

  Note: Similarweb does not currently distinguish between paid and organic social traffic.

Why can't I see Popular Pages for Social networks?

Similarweb analyzes websites and apps, not users. Therefore, the Similarweb product does not include any Personally Identifiable Information (PII). Our product shows aggregated information for entire websites, apps, and groups of websites. Popular Pages shows the full URL and UTM structure for a page, which often contains PII for Social Networks, therefore we do not show this data.

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