Measuring the value of social media activities has up until now, been quite a challenge. This is for good reason: it has been impossible to decipher what is happening to the content you publish, both on and off your website!
So, as the role of social media develops as a sales channel, marketers and web analysts need true outcome-oriented reports, and this is now what Google Analytics is providing. If you have Google “+1” and Facebook “Like” buttons on your website, it is increasingly important to know which buttons are being clicked most frequently. For example, you will need to know which of the blogs and articles posted in your social spaces are most commonly “liked” or shared, and from which social network they are being shared from.
The new set of Social reports within Google Analytics aim to bridge the gap between social media and the business metrics already provided. The reports aim to deliver 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
Getting social media activities right is time consuming. Being able to measure the impact through Goals and Ecommerce results can help to quantify the time spent nurturing these often lucrative traffic sources. There are 4 new reports to look out for: Social Value Overview, Social Sources, Social Plugins, and Conversion Reports in the Traffic Sources section of your account.
What will the new social reports provide?
The reports allow you to analyse all of this information together and see a more complete picture of your overall social impact as well as see at a glance how much conversion value is generated from your social channels.
If you want any help or advice regarding social media, Google Analytics or online marketing in general, feel free to get in touch with us. See our Contact Us page for full contact details.