Does social traffic engage better (or worse) than traffic from other channels?

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Mary Mac's Team Room Facebook page for Atlanta, GA on Google search results page.

Google Analytics highlights social media as a significant traffic source
Because social is a significant source of malta b2b leads traffic for organizations, it’s treated as a unique entity in Google Analytics.

Using Google Analytics for social media can help you learn about social media efforts, target audience and search optimization alike. This includes:

How does your volume of social traffic compare to other sources like organic, email, etc.?
Which social networks drive the most traffic?
A Google analytics dashboard featuring various metrics for social media and SEO such as bounce rate, sessions and average session duration.
Social media links serve as a traffic funnel
Although concepts like social sites passing on link equity, also known as “link juice” have been debunked, consider the potential snowball effect of increased social shares resulting in more traffic.

Do social shares have a significant effect in the SERPs? Perhaps not. However, using social accounts to promote new individual pieces of content can be a significant driver of new visitors.

A Flipboard post on X sharing an article about their new podcast. Sharing links on social media profiles can help with SEO link building.

Brands that are active on social have the potential to build more backlinks either actively or passively. Consistently publishing content means more visibility and that visibility can result in links or brand advocates who enjoy sharing your content.