One of today’s big challenges for online marketing is to assess the impact of the brand’s social media traction on website activity and conversions. Google Analytics has recently added a new set of social media reports to better deal with this issue.
The overview section (Traffic sources -> Social -> Overview) includes a handy visualization that shows conversions and revenue divided by three types of traffic:
This helps assess the portion of value that was driven by social media.
The sources report (Traffic sources -> Social -> Sources) breaks down social traffic by network (Facebook, Twitter, LinkedIn, Google+, etc.).
The following report, for example, shows that for this site Twitter visitors are far more engaged (relevant) than other networks.