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Google Analytics Social Media Reports
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Google Analytics Social Media Reports

May 3rd, 2012, By

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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:

  1. Conversions coming directly from social networks (inner circle)
  2. Assists – traffic that reached the site via a social network, but converted in a later visit through another channel (middle circle)
  3. All website traffic (outer circle)

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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.

 

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