What is Social Traffic?

Social traffic is paid or organic traffic from social platforms: Meta (Facebook, Instagram), TikTok, VK, LinkedIn, Pinterest, Snapchat. In arbitrage, “social” usually means paid social — buying via Ads Manager with interest, demo, lookalike, and custom audience targeting.

The channel offers scalable volume and rich optimization data but strict moderation and high CPC in competitive verticals. Creative (video, UGC, carousel) drives CTR and policy compliance.

Traits

Algorithmic optimization — conversion campaigns need pixel/CAPI and event volume.
Audiences — broad, interest, LAL 1–10%, site retargeting.
Placements — Feed, Stories, Reels, Audience Network — different quality and fraud profiles.

Verticals

E-commerce and apps are white-hat core; nutra, finance, dating use pre-lands and strict compliance; gambling and crypto face heavy GEO/platform limits, often grey-hat.

Measurement

Reconcile Meta/TikTok with tracker via click IDs (fbclid, ttclid) and postback. Gaps from modeled conversions, view-through, and 7-day click window are normal; trust tracker for payouts, ad account for optimization.