Internal Traffic Now Accounting For 40% Of Pageview Referrals

The most important source of site traffic is actually from audiences already on your pages, as new research from Chartbeat highlights in its new report: Decoding Internal Traffic.

• Chartbeat data from 2025, derived from over 4,000 websites in 70 countries shows that internal traffic accounts for 40% of pageviews.
• Search refers the second-most pageviews, at around 25%, and the monthly average of pageviews from search is actually higher than the same period last year (despite concerns around AI search overviews).
• As many have suspected, though, social referrals are on the decline. In 2022, social platforms referred over 15% of pageviews, and that figure has now dipped to just 10%.

Want to learn more about internal site traffic and how to harness it for the best results? Download Chartbeat's new report today.