Now that you have set up a Google Analytics dashboard, it’s time to start monitoring the impact of your social media marketing efforts with the social analytics reports from Google Analytics. These reports are accessible by clicking on the “Reporting” tab, then on “Acquisition” and then “Social.”
Here’s the big question:
“What social analytics reports should you monitor to analyze the effectiveness of your social media marketing?”
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Here are the seven different types of social analytics reports that will help you understand how impactful your social media marketing efforts are:
1. Audience: User Explorer
Next you need to check if people are taking the desired action after they are directed from social media sites. To do so, you’ll need to analyze the journey of the user. The “User Explorer” report will help you understand what social sites are driving return visitors to your site. And how those visitors navigate through your site, and when these repeat visitors return.This report will help you understand how visitors consume and interact with your branded content throughout the buyer journey.
2. Audience: Demographics & Interests
You are sure you’ll agree that the major objective of any social media campaign is to reach out to the right set of audiences.Remember, not every social media user is your target audience. In other words, it’s not enough to just drive traffic from social media. You’ll need to drive targeted, relevant traffic.This is where Google Analytics “Demographics and Interests” comes to your rescue.
It allows you to analyze the demographic and interest information of incoming visitors to your website. This can help you understand if your social media marketing strategies are effective enough to pull the right type of audiences.In order to do this, you’ll need to filter the social media traffic from the overall traffic segment. Once you filter the traffic, this report will help you figure out if your social media targeting is effective enough to drive the desired traffic. It will provide you with insights to help you expand your audiences.
3. Conversions: Assisted Conversions
The not-so-popular “Assisted Conversions” report gives you a complete picture of the impact of different channel sources leading to the final conversion. “Assisted Conversions” are attributed to the multiple user sessions prior to conversions.This report helps you identify the different channels that are pushing a user to enter your site before converting into an actual buying customer.
This is yet another report that lets you understand the impact and effectiveness of your social media marketing strategies. Conversions could be lead form submissions, sales, email subscriptions, unique page views or sessions. With the “Conversions” report, you measure the impact of social media marketing on your conversion rate.
Easily separate social media traffic as a segment to analyze conversions. But it is important to avoid taking the “last click” approach into consideration. Because social media usually drives early visits in the buyer journey, even when it isn’t the last click source leading to conversions.Looking at the data with the last click approach would not help you understand the overall impact of your social media marketing channels. Luckily, there are other means to get this information. For SEO Agency in London visit Vivid SEO
5. Acquisition: Social Reports
This Google Analytics report focuses exclusively on social media. This report offers exhaustive insights into social traffic to help you understand the impact of the social media segment.
This report offers:
A. Overview of social traffic
B. Overview of specific social media sites driving traffic
C. Landing pages for social traffic
D. Conversions attributed to particular social media sites
E. Content engagement and user flow report
These reports can offer exhaustive insights into whether the social traffic is helping you realize your goals or not.
6. Conversions: Top Conversion Paths
This report lets you understand the path that your users take before they convert. This means the report helps identify all of the social media sites that are driving visits to your website.It will also show you the frequency of conversions from each path. Basically, this report will help you understand how well your social media marketing is working for you in terms of pushing people down your sales funnel.
As the name suggests, the “Benchmarking” report offers insights into your traffic and compares it against your competitors in the industry. Filter the report further to see the benchmark in different industries and segments. This report points you in the right direction and helps you improve your social media marketing strategy.
It will become easier to create and optimize your social media marketing strategy if you have adequate user data in hand. And Google Analytics helps you access that data without having to run from pillar to post.Now that you know how to use Google Analytics to create, optimize, and improve your social media marketing strategies, put this knowledge into practice and get set to boost your social traffic, sales and conversions.