Google Analytics integrated more in-depth reporting for Social Media within the dashboard and you can now see how many visits are coming from each social media sites, and this includes sites you probably don’t do anything on or have heard of, plus how the visitors are interacting with the website and converting.

1. SOCIAL MEDIA ANALYTICS IN
GOOGLE ANALYTICS
By. Ashley Agee
Digital Marketing Specialist

2. SOCIAL MEDIA ANALYTICS
 So you participate in Social
Media pretty heavily and post 2-
3 times per day on Facebook,
Twitter, Pinterest, Linkedin and
other places.
 You know people are seeing
your posts but do you know how
many of those engaged fans are
actually converting?

3. SOCIAL MEDIA ANALYTICS
 Google Analytics integrated more in-depth reporting for Social Media
within the dashboard.
 You get access to how many visits are coming from your social media
platforms along with how visitors are interacting with your website.

4. SOCIAL MEDIA ANALYTICS
 So let’s walk through this
section of GA so you can get a
better understanding of exactly
what information is available.

5. SOCIAL MEDIA W/ GOOGLE ANALYTICS
 First, login to your account and
navigate to:
● Acquisition>Social.

6. SOCIAL MEDIA OVERVIEW
 This first section you can click on is an overview of your social efforts.
 You get access to a high level view of how many social visitors:
● Viewed your site “sessions”
● ROI contributed by social media
● Top contributing social networks

7. SOCIAL NETWORK REFERRALS

8. SOCIAL NETWORK REFERRALS
 This section gives you information about which social sites visitors came
from, how many pages they viewed, and average time they spent on the site.
 This section also gives you information on which platforms are driving the
most engaging traffic. You can get some insight into which channels are
referring quality traffic.

9. DATA HUB ACTIVITY
 In the data hub section, you can see what links and information were
posted on social hubs such as Reddit, Digg, Delicious and more.
 In this section you can see what conversations people had, what page on
your site they linked too, and from the dashboard you can click to visit
the conversation page.

10. SOCIAL LANDING PAGES
 In the landing pages section, you can see what URL from your site was
shared on social media that people clicked on and visited the site
through.
 With each URL you can also get visitor stats such as time on site and
pages/visit.

11. TRACKBACKS
 In case the term “trackback” is
new to you; a trackback is a
linking method that notifies the
owner of a site that you linked
to their website.
 It’s a way for website owners to
keep track of who all is linking
to their site.
 In the Trackbacks section of GA,
you can see what page on your
site is being linked to and from
whom aka the “endorsing URL.”
 Along with that information, is
how many visits came to your
site from those links.
 Another great thing about this
section is you can click the more
button on the right hand side
and click to go to the page that
has posted a link to your site.

12. TRACKBACKS

13. SOCIAL MEDIA CONVERSIONS
 This section tells you how many conversions happened from each social
network.
 In this section, you can also switch to Assisted vs. Last Interaction
Analysis to see a better breakdown of the conversions.
 As a note, an assisted conversion means at some point, the visitor
came from the social network but didn’t convert at that time.
● So they might have come to the site first through Facebook, left the site, then come
back as direct traffic and then converted.
● Last Click simply means they converted when they came from the social network

14. SOCIAL MEDIA CONVERSIONS

15. SOCIAL MEDIA PLUGINS
 Here you will find information about links used in social plugins such
as “Add This.”
 Under the Social Entity tab you can see what URL was shared and how
many times.
 Under Social Source, you can see what source the URL was shared to
and under the Social Source and Action tab you can see what source a
URL was shared to and the action.
 So if it was shared to Facebook you could see “shared” or “liked” here.

16. SOCIAL MEDIA PLUGINS

17. SOCIAL MEDIA USER FLOW
 In this section you will be able
to see exactly what paths
visitor’s took when they came to
the site.
 You can click on each bubble to
highlight each path to get a
better look at the exact pages
they visited and where they
exited.

18. IN CONCLUSION
 So don’t keep wondering if those posts are sending visitors to your
website or if they are worth it or not.
 Login to your Google Analytics account and look at the analytics.
 This will give you insight into which social networks are working well
and which aren’t.
 After you figure that out, you’ll then have a better idea of which one to
focus your time on.

19. RECOMMENDED READINGS
 5 Basic Social Media Metrics You Should be Measuring.
 The Relationship between Social Media and Search.
 How to Find Bot Traffic and Segment it Out in Google Analytics.