A few years ago, I was in the thick of it. You know the feeling—the constant pressure to keep up with the latest algorithm change, the endless content creation cycle, the sense that if you’re not posting every day, you’re falling behind. Social media felt like it had become a full-time job, and honestly, it was exhausting.
But then one day, I decided to take a deep breath and really look at my numbers. Not my follower count or how many people liked my latest post—but the actual metrics that were bringing in sales.
And let me tell you, what I found was eye-opening.
Where the Real Traffic Was Coming From
When I finally sat down and pulled up my analytics, here’s what I found:
- The majority of my traffic was direct. These were people typing in my URL directly or coming from a saved bookmark. These weren’t people discovering me on Instagram—they were actively seeking me out.
- Next up was search. People were finding me through Google, not from a perfectly curated Instagram feed.
- Then came email marketing. The emails I was sending out without flashy graphics or viral hooks were driving more sales than any reel or story.
- And at the very bottom? Social media. Despite the hours spent crafting posts, reels, and stories, it was barely moving the needle.
I couldn’t believe it. All that time spent crafting social media posts, stressing over hashtags, and trying to crack the algorithm… and for what? A tiny sliver of my traffic and sales.
The Client Who Was Just Like Me
I was working with a 1:1 client recently who was feeling the exact same overwhelm. She was pouring hours into Instagram—creating reels, going live, responding to comments—but her sales just weren’t reflecting the effort.
When we looked at her analytics, the numbers told the exact same story as mine.
- 53% of her revenue came from direct traffic.
- 30% was from search.
- 16% came from email marketing.
- And at the bottom? Social media, bringing in just 3% of revenue. All those hours spent creating Instagram content? A mere drop in the revenue bucket.
Seeing those numbers was a huge wake-up call for her—and a reminder for me.
It made me realize that it wasn’t just me experiencing this shift. Most business owners are probably pouring so much time and energy into social media, thinking it’s the main driver of their sales and traffic, when in reality, their email list—which they might barely use—is outperforming it without even trying.
Why Social Media Feels “Safe” But Isn’t
It’s easy to get wrapped up in the dopamine hit of social media. A like, a comment, a new follower—it all feels good in the moment. But those vanity metrics don’t pay the bills.
The real money? It’s in the boring metrics that don’t always feel as exciting:
→ Direct Traffic: These are people who already know, like, and trust you. They’re coming to your site intentionally. If you’re not tracking where they’re coming from, you’re missing out.
→ Search Traffic: This is the gift that keeps on giving. Content you created years ago can still bring in new leads and sales today.
→ Email Marketing: Every time you hit send, you’re landing directly in someone’s inbox—a place where they’re already paying attention.
→ Social Media: Yes, it still matters. But if it’s not driving sales, it might be time to rethink how much effort you’re putting into it.
How to Start Tracking the Right Metrics
If you’re ready to shift your focus from vanity metrics to what really drives revenue, here’s where to start:
1. Open Google Analytics
Head straight to the acquisition section and take a hard look at your traffic sources. Where are your sales actually coming from? Identify which channels are driving the most conversions and adjust your focus accordingly.
2. Check Your Email Marketing Platform
How many clicks, opens, and sales are your emails generating? This is often an untapped goldmine. Look at your top-performing emails and replicate the strategies that work.
3. Look at Your Search Traffic
What keywords are people using to find you? Are you showing up for the terms that actually relate to what you sell? Dive into Google Search Console to see which search terms are bringing in the most traffic.
4. Assess Your Social Media ROI
Are your posts leading to sales or just engagement? If it’s the latter, it might be time to scale back and focus elsewhere. Track the clicks and conversions coming from each platform.
5. Pinpoint Your Best-Performing Content
What blog posts, email sequences, or product pages are consistently bringing in traffic and sales? Double down on those. Use tools like Hotjar to see how people are interacting with key pages on your site.
Social Media is Not the Enemy
Let me be clear: Social media is not the enemy. It’s still an incredibly valuable tool for connecting with your audience, building brand awareness, and sharing the heart behind your business. But when it comes to driving sales, it might never be your top performer.
Instead of treating social media as a primary selling tool, think of it as a space to share the process, the behind-the-scenes moments, and the real-life connections that build trust over time. It’s a place to nurture your community, share your story, and build relationships.
So, yes, it can absolutely support your marketing strategy—but it shouldn’t be the strategy. By understanding your metrics, you gain the freedom to use social media as a powerful tool for connection rather than a constant source of pressure to sell.
When I made the decision to stop pouring hours into social media and start focusing on what was really moving the needle, everything changed. Not only did I reclaim my time, but I also started seeing higher conversions, better sales, and a deeper connection with my audience.
And seeing my own analytics—and then seeing my client’s numbers echoing the exact same pattern—made me realize it wasn’t just me. Most business owners probably think their marketing efforts are driving sales, especially when they’re spending a crazy amount of time on social media marketing. But in reality, their email list—which they might barely utilize—is out-performing it without even trying.
Knowing my numbers—and then seeing the exact same trend in my client’s data—was a lightbulb moment. It made it clear that this isn’t just a fluke; it’s a pattern. Most business owners probably think their social media marketing is doing all the heavy lifting, but it’s often their email list, their search traffic, and direct visits that are quietly driving sales in the background.
And those metrics? They’re not just numbers—they’re a wake-up call.
If you’re feeling overwhelmed, stretched thin, or like you’re spinning your wheels with no real return, take a look at your own numbers. I guarantee they’ll tell you exactly what you need to know.
And if you’re not sure how to analyze them or where to start, let’s talk. Because sometimes, the biggest breakthroughs come when you stop doing more—and start doing what actually works.
