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If you have Google "+1" and Facebook "Like" buttons on your site, it's important to know which buttons are being clicked and for which content. For example, if you publish articles on your site, you'll want to know which articles are most commonly "liked" or shared, and from which social networks they're being shared (for example, Google+ or Facebook). You can use this information to create more of the type of content that's popular with your visitors. Also, if you find that some buttons are rarely used, you may wish to remove them to reduce clutter.
The Social Engagement reports allow you to see how people shared content on your site via social actions. Examples of social actions on your site that can be tracked include Google +1 button clicks, Facebook "Like" and "Send" interactions, and Del.icio.us bookmarks.

Setting Up Social Plug-in Analytics

No setup is required to track Google +1 interactions that occur on your site. However, to track interactions with non-Google interactions, you will need to modify your tracking code. Learn how to track non-Google social interactions on your site.
For troubleshooting, read Troubleshoot Your +1 Analytics. For customization information, read Customize/Disable Your +1 Analytics.

The Reports

Three reports on the Standard Reporting tab help you analyze the sharing and social activity on your site:

• Audience > Social > Engagement: Compare number of pages viewed per visit, average visit duration, bounce rate, and other metrics for visits that included and did not include social actions. This allows you to determine whether people who used social actions that are available on your site viewed fewer or more pages, for example, than people who did not use use social actions.
  
  For visits that included social actions, you can compare metrics for each social source/action combination. For example, you can compare whether visits that included a +1 button click had a longer average visit duration than visits that included a Facebook Send.
  
• Audience > Social > Action: Compare the number of social actions (+1 clicks, Likes, etc) for each social source and social source-action combination.
  
  For example, you can compare the number of Facebook Like's versus Facebook Send's on your site, or compare the total number of Facebook interactions with the total number of Twitter interactions. This information can give you an idea of which buttons are most important to provide on the site.
  
• Audience > Social > Pages: This report allows you to compare the number of actions on each page of your site. You can see this information by social source or by social source-action combination.
  
  For example, you can see which pages on your site prompted the most Facebook actions, the most Twitter actions, or the most Facebook Like actions. Page is the page on which the social action was taken; Social Entity is the page that was shared (via a "Like", a "+1", etc). This information is useful for understanding which content is most viral and via which social networks and actions.

A Note About Webmaster Tools Reports

If you also use Webmaster Tools reports for your website, keep in mind the following when using both Analytics and Webmaster Tools reports for tracking Google +1 interactions:

• Google Analytics reports include only +1 interactions that occur on your website domain. Webmaster Tools reports on all +1 interactions for your content, regardless of whether the interaction occurs on your own domain, or on a search result listing.
• Google Analytics uses JavaScript to track social interactions, which is a different mechanism than that used by Webmaster Tools.
• Google Analytics data is updated more frequently than the data from Webmaster Tools

For these reasons, the number of +1 interactions reported by these different tools will not always align.

Next Steps

For more information on Social Plug-in Analytics, see the following:

• Troubleshoot Your +1 Analytics Tracking

• Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions 
• Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
• Make better, more efficient data-driven decisions in your social media marketing programs

The Social Sources report shows engagement and conversion metrics for each social network so you can see how people are interacting with your content and whether it’s leading to a desired outcome.
You can use this information to create more of the type of content that's popular with your visitors, and test different layouts of social sharing buttons to improve use by your community.

Social is increasingly important as a marketing channel. But, how do you measure the impact and effectiveness of your social initiatives? Four elements define your social impact:

• Sources: As your content is shared and people come to your site, it's important to understand how visitors from different social sources engage with your site.


• Conversions: Shared content URLs become the entry points into your site, driving traffic from social sources. Measuring the conversion and monetary value of this traffic will help you understand the impact of Social on your business.


• Pages: People increasingly engage with, share, and discuss content on social networks. It’s important to know which pages and content are being shared, where they're being shared, and how.


• Social Plugins: Adding Social Plugin buttons to your site (for example, Google "+1" buttons) allows your users share content to social networks directly from your site. Your social plugin data shows you which content is being shared, and on which networks.

The Social reports allow you to analyze all of this information together and see the complete picture of how Social impacts your business.

Social Reports

Overview
The Overview report allows you to see at a glance how much conversion value is generated from social channels. The Social Value graph compares the number and monetary value of all goal completions versus those that resulted from social referrals.
A visit from a social referral may result a conversion immediately or it may assist in a conversion that occurs later on. Referrals that generate conversions immediately are labeled as Last Interaction Social Conversions in the graph. If a referral from a social source does not immediately generate a conversion, but the visitor returns later and converts, the referral is included in Assisted Social Conversions. Looking at both assisted and last interaction conversions is essential to understanding the role that Social plays in business outcomes.

Sources
Navigate to Sources to see engagement metrics (Pageviews, Avg. Visit Duration, Pages/Visit) for traffic from each social network. This allows you to see which social networks referred the highest quality traffic. For example, you may wish to increase your investment in the social networks that referred fewer visits but higher quality traffic.
The Sources report is enhanced with off-site data for social data hub partner networks.  Click on a partner network to see the URLs that were shared on that site, how they were shared (for example, via a "+1" or "reshare" action), and the conversations that took place about your content (Activity Stream). Read About Activity Stream Data to learn how this data is collected.

Pages
Navigate to Pages to see engagement metrics (Pageviews, Avg. Visit Duration, Pages/Visit) for each URL.  Sort by Social Activities in the table to identify your most viral content.
Click a URL in the table to see the originating social networks for that URL. For social data hub partner networks, you can also see offsite sharing for the URL: how the URL was shared (for example, via a "+1" or "reshare" action), the networks on which it was shared, and the conversations that took place (Activity Stream). Read About Activity Stream Data to learn how this data is collected.

Conversions
The Conversions report allows you to quantify the value of Social. It shows the total number of conversion and the monetary value of conversions that occurred as a result of referrals from each network.  Click Assisted vs Last Interaction Analysis (just below the Explorer tab at the top of the report) to see how each network contributed to conversions and revenue via assists and last clicks.

• Assisted Conversions and Assisted Conversion Value:
  This is the number (and monetary value) of sales and conversions the social network assisted. An assist occurs when someone visits your site, leaves without converting, but returns later to convert during a subsequent visit. The higher these numbers, the more important the assist role of the social network.
• Last Interaction Conversions and Last Interaction Conversion Value:
  This is the number (and monetary value) of last click sales and conversions. When someone visits your site and converts, the visit is considered a last click.  The higher these numbers, the more important the social network’s role in driving completion of sales and conversions.
• Assisted/Last Interaction Conversions:
  This ratio summarizes the social network’s overall role. A value close to 0 indicates that the social network functioned primarily in a last click capacity. A value close to 1 indicates that the social network functioned equally in an assist and a last click capacity. The more this value exceeds 1, the more the social network functioned in an assist capacity.

Note that you must define goals and goal values in order to see data in this report.

Social Plug-ins
If you have Google "+1" and Facebook "Like" buttons on your site, it's important to know which buttons are being clicked and for which content. For example, if you publish articles on your site, you'll want to know which articles are most commonly "liked" or shared, and from which social networks they're being shared (for example, Google+ or Facebook). You can use this information to create more of the type of content that's popular with your visitors. Also, if you find that some buttons are rarely used, you may wish to remove them to reduce clutter.
The Social Plug-in reports show which articles on your site are most commonly shared and which social buttons are being clicked to share them (for example, Google "+1" or Facebook "Like").

Social Visitors Flow
Social Visitors Flow shows the initial paths that visitors from social networks took through your site. For example, if you run campaigns that promote specific products, you can see whether visitors from each social network entered your site through these product pages and whether they continued on to other parts of the site or whether they exited. Hover over a source (Google+, for example) on the chart and select View only this segment to focus on traffic from that source.

Setting Up Social Analytics Reporting

In order to see values in your reporting, you'll need to establish values for your goals and/or set up ecommerce tracking. For non-ecommerce goals, a good way to manually configure goal value is to evaluate how often the visitors who reach the goal become customers. For example, if your sales team can close 10% of people who request to be contacted, and your average transaction is $500, you might assign $50 (i.e. 10% of $500) to your "Contact Me" goal. In contrast, if only 1% of mailing list signups result in a sale, you might only assign $5 to your "email sign-up" goal.

A new set of Social reports help you measure the impact of your social marketing initiatives and evaluate the effect social media has on your Goals and Ecommerce activities. The 4 new reports aggregate key data points to help you see the complete picture of how social marketing and media affect your business. You'll find the Social Value Overview, Social Sources, Social Plugins, and Conversion Reports in the Traffic Sources section of your account.

Export and share reports

Exporting and sharing reports is now possible in the new version of Google Analytics. From the Export tab, download or email any report directly from your account. You even have the option to automate sharing. Set up your account to email reports daily, weekly, monthly, or quarterly.

We also added a share button to Custom Dashboards, Reports, and Advanced Segments. The share button creates a link to the custom template you created, and not your actual account data. When someone clicks this link, they'll land in their own Analytics account and see the custom schema you created populated with their own data.

Track paths from one event to the next

Welcome the Events Flow Report to the Flow Visualization family! If you're already tracking content like videos, downloads, and embedded gadgets as Events, use this report to see the order in which visitors trigger Events and the popular paths taken from one Event to the next. We've also added the Date Comparison feature to all Flow reports, so you can see at a glance how visitor engagement changes over time. Try it out in any of these reports: Visitor Flow, Goal Flow, and the new Events Flow.

Make your marketing accountable with digital marketing attribution
 
The Attribution Modeling tool lets you assign credit across your whole digital marketing campaign -- so you can set values for all of the elements that led to online sales and other business goals. By building and comparing customized attribution models, you can determine the impact of different channels, referral sources, campaigns, and keywords. Learn more about using attribution to improve your marketing in our Attribution Playbook, or check out industry trends in our Attribution Whitepaper.

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