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Top Gainers
Google Ads (+54%)
Google increased from 30.30% in January to 46.80% in February, a 54% jump in revenue share. Paid search captured a significantly larger portion of total revenue.
Bing Ads (+54%)
Bing Ads grew from 1.30% to 2.00%, also up 54%. While still a smaller slice overall, the growth rate mirrors what we’re seeing across search channels.
Referral (+46%)
Referral traffic climbed from 1.30% to 1.90%, a 46% increase month over month.
AI Search (+100%)
AI Search doubled from 0.10% to 0.20%, a 100% increase. The overall share remains small, but the growth rate is notable.
Direct (+2%)
Direct traffic held steady, moving from 10.50% to 10.70%, up 2%.
Decliners
Meta Ads (-41%)
Facebook Ads dropped from 22.30% to 13.10%, a 41% decrease in share.
Organic (-36%)
Organic search declined from 14.10% to 9.00%, down 36% month over month.
Organic Social (-55%)
Organic Social fell from 2.90% to 1.30%, a 55% decline, the largest percentage drop in the dataset.
Email (-18%)
Email moved from 8.30% to 6.80%, an 18% decrease.
SMS (-13%)
SMS dipped from 0.80% to 0.70%, down 13%.
Other (-7%)
The “Other” category declined from 8.10% to 7.50%, a 7% decrease.
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