In a recent analysis, it has come as no surprise that referral traffic is declining from FB and X.
What is Referral Traffic?
Referral traffic is the segment of traffic that arrives on your website through another source, like through a link on another domain.
According to data from Similarweb, and analysis conducted by Axios, Facebook referrals to news websites have declined by around 80% since September 2020, while X traffic has shrunk by around 60% in the same period. That’s been even more pronounced of late, as both platforms look to lean into shifting user behaviors, like short-form video, in order to maximize engagement.
Based on Meta’s own data, views of Facebook posts that include links have declined by almost 50% over the past two years.
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