Social media is here, and here to stay; it’s rapidly maturing and growing every day. Are you measuring social media correctly? Social reports in Google Analytics help you measure the impact that social media has on your business goals and conversions. This allows you to take an integrated view of the web and social data to provide a holistic view of your content and community. Below is an overview of all the reports you can run in Google Analytics to measure social activity, we will be following the same navigation set in Google Analytics:
Overview – this report is quite possibly the most powerful report in GA; it shows how many conversions and actual values social has driven to your site. This gives you the opportunity to actually measure the true impact social media is having on your business goals.
Sources – this tab lives two reports: Social Referral and Activity Stream. Social Referral report will allow you to identify the networks and communities where people are engaging with your content. It also allows you to view the Activity Stream report which shows how visitors are engaging with your content on external sources. The Pages tab above basically does the same thing, except from a referral standpoint.
Conversions – this tab is probably the most significant, to a point, how is social doing in driving direct results? If you want the full view of how social is driving conversions, make sure to look at the Assisted vs. Last Interaction Analysis report; this will show how social is influencing onsite conversions – from a last interaction and assisted standpoint.
Social Plugins – find out which social buttons visitors click on your site and which pages they share and like. Do you want your homepage to have a certain amount of “Likes?” View the progress here!
Social Visitors Flow – is a visual representation of how visitors from social properties are navigating around your website. This report can quickly give you insight into which social platforms are sending the most traffic to your site and what your social visitors are doing once they get there.
OPM’s Take on Google Analytics Social Reporting
This is a great step in the right direction to prove revenue and value from your social media efforts. We truly feel this is Google dipping their toe in moving to an attribution tracking type model, which helps prove value to all marketing channels. While we know there is no such thing as a perfect tracking solution, it’s great to see Google Analytics taking a huge step forward, especially in the exciting world of social media!