My Facebook Traffic Confuses Me

by | Mar 25, 2011

Last month we launched, a social media company directory as the latest site in the Social Fresh family. As we tweak the site’s featured and get ready to gear up some of our marketing efforts, the site has slowly grown traffic organically.

We launched with a nice traffic spike and then traffic fell off about 50% when the buzz subsided. This makes sense. No disappointment here. The site got a nice spike in traffic when we launched and this month is on track to do even more traffic than last month, with a more steady and growing traffic.

This is what I do not get. According to our Stats plugin, which uses Google analytics data, Facebook is one of our top 10 and most consistent sources of traffic. Close to 3,000 in the last 30 days.

I had a few thoughts as to why. We have about 200 likes for the main URL and scattered throughout the site, anyone can like any of the 350+ companies on the site, though most only have 0-2 likes. These are not big numbers, but I have noticed some of these pages showing up in Facebook search for some of these companies.

So my hypothesis is maybe that Facebook search was the source for the traffic. Or secondarily, people were sharing with friends on Facebook. While I know that happens some, I did not think it would result in consistent traffic like this.

So next I went to Google analytics to see if I could dig up even more data on the source of this Facebook traffic. But I found something that is still confusing me. I am not an analytics ninja in any way, but I tend to be able to find insight in Google analytics when I am looking for it.

When I pulled up our referral traffic for the same 30 day period, Google said our traffic from Facebook was only 56.

Quite a large difference. And I really have no idea what the issue is. Our direct traffic is very high as well, so maybe that is the issue? Who knows. I am writing this post to see if anyone out there smarter than me has suggestions.

Moreover, I still have no idea where our traffic is coming from. Hopefully we figure it out and will have lessons to report to you soon.





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