Using Google Analytics to Measure Social Media Effectiveness

Google Analytics has transferred its social reports to new places. Plus it has added new features to collect more in-depth social networking data. Here’s a fast look for Google Analytics users, showing you where you can discover your social metrics, and how they have been designed to better meet your requirements.

New Location for Social Reports

For starters, I will address where these societal reports have moved. “Social Actions,””Social Engagement,” and”Social Pages” was included under the Audience component of the Analytics dashboard. You can now locate them under Traffic Sources in the Social section, located on the left feature bar.

Social data is now found under”Traffic Resources” rather than”Audience.”

Under Social, you will get a number of alternatives.

  • “Overview” will provide you a look at your social performance based on conversion goals you have set for your site.
  • “Resources” will show you that social media services direct the maximum traffic to your website.
  • “Pages” will show you similar metrics before, but will also show you which pages of your website bring in the most traffic, and where they come from.
  • “Conversions” uses similar information from Overview to show you a comprehensive measure of how societal referrals are driving your conversion attempts.
  • “Social Plugins” lets you assess the effectiveness of your onsite sharing buttons, giving you an idea as to who’s sharing your content.
  • “Social Visitors Flow” is easily the most enjoyable and immediately informative. It shows you a visual map of where your visitors go once they land on your webpage, and where these visits come from.

New Social Media Characteristics

These tools offer a gold standard based on real-money outcomes for each your social interactions. You may estimate your social networking return-on-investment in real time, and look directly at quantifiable data which can reveal strengths and weaknesses in your social networking efforts. Establishing goals to quantify your successes is simple. Under Goals on the Conversions tab, you can set up measurable goals for your website. The simplest goal should include a goal you want to accomplish, a visitor actions, and a quantifiable success metric. Would you like people to buy a product? Visit a specific page? Click a specific page element? This may be defined in your targets.

Google Analytics simplifies the Goal-creation procedure and steps you through creating your initial objectives. As soon as you’ve set up a set of goals with a quantifiable value, you may start using new social reports to the fullest. The”Social Value” circle on Overview will show you quite how successful your social marketing efforts are to your conversion process by showing you how your social conversions lead to your general conversions.

The milder”Assisted Social Conversions” circle will explain the number of conversions have occurred by people that see, leave, then return to convert through social channels. The darker”Last Interaction Social Conversions” shows you visitors that come through social promotions and convert their initial trip, without leaving.

Know Your Audience with Social Resources Reports

“Social Resources” reports are valuable for marketers and content marketers looking to know which social media services have the most devoted followers prepared to interact with their titles, and which social outlets are not performing up to speed. With these reports, you can see traffic depending on the source system it comes from, and examine the action with your brand directly.

Social sources reports show you just how much of your traffic is affected by societal activity.

Do Twitter users spend more time interacting with your site than Facebook users? Are your Google+ attempts generating valuable interactions? This is where you will go to locate that information. By measuring your successes and shortcomings on each individual network or support, you can better focus your efforts on what works, and reduce what doesn’t work from your workflow. That’s the conventional definition, incidentally, of optimizing your investment and cost-cutting efforts.

Measure Social Conversions Immediately

The Conversions report is where you will discover real financial values for your social networking efforts. Conversion value can be separated by network, and piled up against your predefined goals for achievement. These amounts will show you which of your social networking attempts are returning the most on your investments, and can quickly identify any holes in your advertising strategy that will need to be patched up or cut out entirely.

The Conversions report shows you just how much a given social interaction could be worth.

Paired with your Social sources data, you can determine the specific value of your traffic from social sources, and determine with actual, tangible numbers which social networking strategies work best for your company.