Social Media Measurement, Social Media ROI

The 5 Top Google Analytics Reports for Social Media Marketers

Youtility Cover transparent1 e1365439705647 The 5 Top Google Analytics Reports for Social Media Marketers

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Ever feel the pressure to prove social media’s value beyond subscriptions counts (Likes and Followers)? If so, you have probably relied on Google Analytics. Recent updates to the platform have made life a little easier on social media marketers. Here’s a rundown of classic and new tasks you can perform in Google Analytics to demonstrate social media’s impact.

What You Could Do Before (and still can)

Filter Social Media Traffic
What: Create advanced segments for your social media channels.

Why: View site traffic and visitor behavior exclusively from sources like Facebook, YouTube, Twitter and the like. Understand how visitors from social act in ways that is similar or different from visitors from other sources like search, direct and other referring sites. Find out what goals or sales-oriented actions visitors from social complete.

AdvancedSegments The 5 Top Google Analytics Reports for Social Media Marketers

Where: At the top of the Standard Reporting interface, you’ll find a button for “Advanced Segments.” Click that option to view a number of segments available by default or to create a “+ New Custom Segment”. When creating a New Custom Segment for “Social Media” venues or one venue at a time, you can choose to include Sources that exactly match or contain facebook.com, youtube.com, pinterest.com and so on. For Twitter, look for “t.co”. Name your segment appropriately.

View Conversions by Social Network
What: View reports that show the real-time and latent impact social media has on sales and goal conversion.

Why: Social reports from Google Analytics allow social media marketers to understand what impact social media has now or later in the sales conversion process. They also shed light on the types of content that resonate best with your social audience with respect to driving traffic and activity on your website. Back in May of this year, Lisa Barone provided some outstanding insights on these reports and the value of them to social media marketers. Read her post on Google Analytics Social Reports.

SocialConversions The 5 Top Google Analytics Reports for Social Media Marketers

Where: View conversion data by navigating to Traffic Sources >> Social >> Conversions

Measure Traffic to Social Outposts
What: Create custom events for each link to your social media venues, whether they be simple text links or social media icons/chiclets.

Why: Understand the role your website plays in driving awareness of your social channels. Without custom events, we would typically view a visitors click to a preferred social network as a site exit (aka a bad thing). Thanks to custom events, we can begin to understand what kinds of visitors are likely to connect with us via social media based on their visitor behavior and other notable statistics available throughout Google Analytics.

Where: To view custom event stats, navigate to Content >> Events >> Top Events. You can then select Event Category, Action or Label as your Primary Dimension within the report.

There are several resources available to learn how to create custom event tracking. Here is an Event Tracking Guide provided within Google Developers resources. See the example code snippet below to see how your code might look for a link to your Facebook Page.

<a href=”http://facebook.com/YOURPAGE” onClick=”_gaq.push(['_trackEvent', 'Social', 'Click', 'Facebook Page']);”>Visit Us on Facebook</a>

What You Can Do Now: Recent Google Analytics Updates

Create and Deploy Content Experiments
What: Conduct A/B testing on website pages. Find out what combinations of content elements encourage visitors to complete a desired action (i.e. buy product, provide lead information, sign up for an event or newsletter, etc.) Technically, this is something you could do before with Google Website Optimizer. Google has since sunsetted that product and moved the functionality within the Analytics interface.

ContentExperiments The 5 Top Google Analytics Reports for Social Media Marketers

Why: The Experiments toolset should really be utilized by social media marketers and everyone else on the marketing team. The fact of the matter is no one really knows what combination of headlines, graphics, copy, offers and calls to action will encourage a visitor to convert. Relying on iterative testing will help solve the conversion rate riddle. This is especially key to social media marketers when driving traffic to a specific page or campaign content via social media posts or social advertising. Test your destination pages to get more out of your social media budget.

Where: Navigate to Content >> Experiments and follow the following steps.

  1. Define page you want to improve
  2. Create separate page variations
  3. Identify and name up to 5 variations (6 total including control) in Experiments
  4. Select a metric or KPI that will help determine which variation is performing best – must be objective related
  5. Choose what percentage of visitors will be included in the experiment (100, 75, 50, 25, 10, 5, 1)
  6. Add code to the original page of the experiment
  7. Monitor the experiment, make alterations and design the next experiment

Digital Attribution: Give Credit Where Credit is Due
What: Show the value of social media in the sales funnel. A common challenge shared among social media marketers is that it is difficult to tell where social media is positioned in the sales funnel. Is it the conversation starter or the closer? Depending on the audience member it can be either, both or lie somewhere in between.

MultiChannelFunnels The 5 Top Google Analytics Reports for Social Media Marketers

Why: We all know that social media impacts sales, but where? and how much? The Multi-Channel Funnel reports recently added in Google Analytics can help us determine how nicely Social Media plays with others, the typical time lag from first visit to final checkout and common paths visitors take to and from social media on their way to an eventual conversion event.

Where: Find all kinds of attribution goodies by navigating to Conversions >> Multi-Channel Funnels

SocialConversionPath The 5 Top Google Analytics Reports for Social Media Marketers

Have you already started using some of these reports and tools? What has been their impact on your campaigns and (maybe more importantly) the view of social media by others within the organization?

Are there other useful reports and/or tricks in Google Analytics that you can share?

  • newraycom

    @themediabarista Thanks for the mention, Mallie.

    • themediabarista

      @newraycom Love sharing your stuff. Always a good read and I learn something!

      • newraycom

        @themediabarista Very kind, thank you.

  • Ginny Soskey

    Hey Chris, this is an awesome guide–thank you so much for putting it together! I know I’ll be coming back to this over and over to help flesh out my Google Analytics, especially with the Digital Attribution report. Thanks again!

    • sietsema

      Ginny Soskey You are most welcome.  Glad you find it valuable.  Have fun!

  • Stuart_Wood

    Although we can set them up in multiple layouts, we usually set up multi-channel funnels in a vertical layout as compared to horizontal layout and have a different way of segmenting by campaigns (tap, dropdown, text filters). Would be interested to hear feedback on this approach vs. the Google approach. Fourth image from the top. http://anametrix.com/product-showcase/

    • sietsema

      Stuart_Wood Hey Stuart.  Yep – good point.  Certainly different ways to filter the data to provide a different view. Merely depends upon campaign/program goals and what you are looking to demonstrate with reporting.  Your showcase looks good!

      • Stuart_Wood

        sietsema Thanks for taking a look.  I agree and also with your sentiment from http://teachtofishdigital.com/build-a-website-analytics-report-from-scratch/  about the importance of tying business goals to unique reports. Thanks for this article. 

  • jaybaer

    @unmarketing Thanks for the RT my formerly mulletted friend.

    • unmarketing

      @jaybaer never, ever had a mullet. All one length :)

      • T_Burrows

        @unmarketing You missed the best rockin hair style then my friend! I gaurd my mullet puctures (so no one will ever see them) @jaybaer

      • BrianJacklin

        @unmarketing @jaybaer Sounds like Mullet-denial, Scott.

  • http://anandmpatel.com/ anandp29

    I know it’s bad form to leave such simple comment but this is some great stuff! Although I knew about some of the GA functions, I had no idea you could run A/B testing right from GA so thanks for the heads up! 

  • Kasprowski_ch

    RT @dream2screen The 5 Top Google Analytics Reports for Social Media Marketers http://t.co/1RUEmWAC via @jaybaer RT @unmarketing

  • BillCrosby

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  • ActiveIceStudio

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  • anmalfer

    @fmonfe <<Hare caso de tus consejos,todos me han ido bien>>

  • GJAdoorman

    Love his stuff 2 RT@SethSklar Top 5 Google Analytics Reports for Social Media Marketers http://t.co/eVb7b3b3 via @jaybaer #usguys #toolschat

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    • AIMERmarketing

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        • AIMERmarketing

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      • BillCrosby

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    • cammipham

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      • BillCrosby

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  • JAugulis

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    • http_web

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      • BillCrosby

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    • mjuhrinek

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      • BillCrosby

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    • Asegovia

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    • sparkloft

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      • BillCrosby

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    • RomainDamery

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    • SantiagoGimGim

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      • BillCrosby

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    • MattCarracino

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      @BillCrosby it is great! Thanks!

  • BillCrosby

    @plixeo This is one of my favorites for determining #socialmedia ROI http://t.co/zxkERkgK

    • plixeo

      @billcrosby That’s a good infographic Bill. Illustrates the usefulness of social. It’s not just about web traffic & conversion. #smm

  • BillCrosby

    @FordhamPR I really like this infographic as well for social media ROI determination http://t.co/zxkERkgK #socialmedia

  • socialrithmic

    @cammipham Hi CamMi! Loved the article. If you’re into analytics tools, please check out our amazing dashboard. Thanks!

  • BillCrosby

    @inse71 I really like this infographic as well for social media ROI determination http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @orchata8 Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @PenPointEdit This is one of my favorites for determining #socialmedia ROI http://t.co/zxkERkgK

  • shaun614

    @JessieEckert @jaybaer Thanks for sharing. I’ve been looking for something like this.

  • BillCrosby

    @JessieEckert Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @VividFront I really like this infographic as well for social media ROI determination http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @woodstreetweb I really like this infographic as well for social media ROI determination http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @TAGtribe Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @prior_crm_uk Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @Richard_Y This is one of my favorites for determining #socialmedia ROI http://t.co/zxkERkgK

  • BillCrosby

    @Patsiblogsquad Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @danielletrans This is one of my favorites for determining #socialmedia ROI http://t.co/zxkERkgK

  • prior_crm_uk

    @TAGtribe thanks for the RT

    • TAGtribe

      @prior_crm_uk Anytime guys, hope you are well?

  • BillCrosby

    @newsmelder Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @Bookgal I really like this infographic as well for social media ROI determination http://t.co/zxkERkgK #socialmedia

  • BillCrosby

    @KathyLLogan Have you seen this infographic for social media ROI determination? http://t.co/zxkERkgK #socialmedia