Search traffic out-converted social 3.4x at the same click volume

Search traffic out-converted social 3.4x at the same click volume

Not all clicks carry equal intent. Conversion by referrer (n=140k clicks, 60 days):

— Organic search: ▇▇▇▇▇ 5.1%
— Email/newsletter: ▇▇▇▇ 4.3%
— Pinterest: ▇▇ 2.0%
— Facebook/IG: ▇ 1.5%
— Short-form video: ▁ 0.9%

Search users arrive with a query and buying intent; social users were interrupted mid-scroll. Same product, same link, very different downstream EPC.

So what: A 'big' social following can produce small Associates income if intent is low. Weight effort toward search and owned email. When you report click counts, segment by source or you'll misread which channel actually pays.