Social Media Agency – Helping you get social!

Google Analytics gets social


The topic of how companies measure the value of social media has been hot for some time. As brands increasingly build social media into their comms plans marketers are called on to show the ROI of all that Facebook and Twitter.

Now, search giant Google has weighed in with its own solution – a subset of reports within Google Analytics that purport to, in Google’s own words

“… 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 program”

As with any of these tools we’d recommend getting stuck in and having a play to see what the reports can do, but here are a few things Google has flagged:

Overview Report: see social performance at a glance and its impact on conversions

Conversions Report: which goals are being impacted by social media

Social Sources – find out how visitors from different sources behave

Social Plugins: find the content that’s good enough to share

Activity Stream: what’s happening outside of your website

Social reports for Google Analytics isn’t the last word in social media measurement, but there’s no question that it’s a hugely useful weapon to add to your reporting arsenal.


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