Measuring the value of social media has been a challenge
for marketers. And with good reason: it’s hard to understand exactly
what is happening in an environment where activity occurs both on
and off your website. Since social media is often an upper funnel
player in a shopper’s journey, it's not always easy to determine which
social channels actually drive value for your business and which tactics
are most effective.
But as the social industry matures, marketers and
web analysts need true outcome-oriented reports. After all, although
social is growing in popularity, brand websites - not social networks -
remain the place where people most often purchase or convert.
That’s why we’re releasing a new set of Social
reports within Google Analytics. The new reports bridge the gap between
social media and the business metrics you care about - allowing you to
better measure the full value of the social channel for your business.
We wanted to help you with 3 things:
- 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 reports allow you to analyze all of
this information together and see a more complete picture of social
impact than often used today. Here are a couple of the things you can do with our new reports:
Overview Report: see social performance at a glance and its impact on conversions
The
Overview report allows you to see at a glance how much conversion value
is generated from your social channels. The Social Value visualization
compares the number and monetary value of all your goal completions
against those that resulted from social referrals - both as last
interaction, and assisted.
A visit from a social referral may result in
conversion immediately or it may assist in a conversion that occurs
later on. Referrals that lead to conversions immediately are labeled as
Last Interaction Social Conversion. If a referral from a social source
doesn’t immediately generate a conversion, but the visitor returns later
and converts, the referral is included as an Assisted Social
Conversion.
Conversions Report: which goals are being impacted by social media
With the Conversions report, marketers can
now measure the value of each individual social channel by seeing the
conversion rates of each social network and the monetary value they
drive to your business.
For example, you can see the effect that social
content (i.e. a new video you created) had on conversions. Look at the
time graph to see whether Goal Completions via Social Referral peaked
after the content was published. Remember that you need to define goals
and goal values in order to see data in this report, so tailor it to
the things that matter to your business. Networks with a higher assisted
/ last interaction conversions ratio provide greater assisted
conversions.
Social Sources - find out how visitors from different sources behave
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.
For example, if you run social campaigns that
promote specific products, you can see via the Social Visitor Flow
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.
Social Plugins: find the content that’s good enough to share
If you publish content, you'll want to know which articles are most commonly shared or recommended, and on which social networks they're being shared. The Social Plugin report shows which articles on your site are receiving the most engagement and which social buttons - for example, Google +1 - are being clicked to share them.
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