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How Google and Facebook drive internet traffic by topic

Sara Fischer

Facebook and Google, which together drive the majority of web traffic on the internet, send traffic to different topics, research from digital analytics company Parse.ly shows. Facebook overwhelmingly drives lifestyle and entertainment news traffic, while Google largely drives business, tech and sports news traffic. When it comes to politics, Facebook is more likely to refer readers to presidential political stories, while Google is more likely to refer to stories about state and local politics.

Expand chart
Data: Parse.ly; Chart: Lazaro Gamio / Axios

Why it matters: The combined size of Google and Facebook make it nearly impossible for web publishers to reach an audience without their help. But even though they rely on them for traffic, publishers research from Digital Content Next, the trade association that represents premium publishers, finds that platforms drive just 14% of revenue.

Who are the "other" referrers? Parse.ly actively tracks news referrals in a daily-updated referral dashboard. These publishers tend to drive the most traffic to news sites on a daily basis:

  1. Facebook
  2. Google
  3. Twitter
  4. Yahoo!
  5. Google News
  6. Drudge Report
  7. Reddit
  8. Pinterest
  9. Linkedin
  10. StumbledUpon

Go deeper

Rebecca Falconer
10 mins ago - Politics & Policy

Alabama's new congressional map rejected by federal judges

The Alabama State Capitol in Montgomery. Photo: Taylor Hill/Getty Images

Federal judges on Monday night blocked Alabama's newly drawn congressional map and ordered the Republican-led State Legislature to create a new one that includes two districts, rather than the planned one.

Why it matters: "Black voters have less opportunity than other Alabamians to elect candidates of their choice to Congress," the panel of three judges wrote in their ruling.

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Rebecca Falconer
2 hours ago - Sports

Australian Open organizers reverse "Where is Peng Shuai?" t-shirt ban

Chinese tennis player Peng Shuai during the 2020 Australian Open in Melbourne. Photo: Bai Xue/Xinhua via Getty Images

Australian Open organizers on Tuesday reversed a ban on t-shirts supporting Chinese tennis player Peng Shuai following widespread criticism.

Why it matters: Tennis Australia's announcement came less than 24 hours after the governing body defended the decision to ask fans last Friday to remove "Where is Peng Shuai?" t-shirts, citing ticket policy prohibiting political clothing, per the BBC.

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Rebecca Falconer
3 hours ago - Health

FDA limits use of Regeneron and Lilly COVID antibody treatments

A coldbox containing monoclonal antibody treatments at a Regeneron clinic in Pembroke Pines, Florida, in August. Photo: Eva Marie Uzcategui/Bloomberg via Getty Images

The FDA said Monday it's limiting the use of two monoclonal antibody therapies as COVID-19 treatments because data indicates they're "highly unlikely" to be effective against the dominant Omicron variant.

Driving the news: The FDA revised the authorizations for Regeneron and Eli Lilly "to limit their use to only when the patient is likely to have been infected with or exposed to a variant that is susceptible to these treatments," per a statement from the agency.

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