If your website is not referenced on social media sites, you are missing out on a massive audience! Most webmasters, site owners and bloggers aim to increase the traffic to their websites through strategic social media marketing initiatives. This is an obvious way to use the sites because they reveal the connections between people, user interactions, user behaviors and more.
So, if you want to keep improving and leveraging more from your social media promotion activities, you need to track your social traffic. This is where Google Analytics can help. You can easily break down your social traffic and understand which social media marketing campaigns are working, and which ones are not, by using specific Google Analytics reports!
The social reports in Google Analytics will help you derive the necessary social analytics you would need to understand the impact of social media on your site’s traffic.
So, in this article, we discuss the first type of social report in Google Analytics, namely the Overview Reports.
How Do You Access the Overview Reports in Google Analytics?
The Overview Reports can be accessed by following the steps listed below:
- Log in to your Google Analytics dashboard.
- Click on the “Reporting” tab that appears next to the “Home” tab.
- Under “Reporting”, click the “Acquisition” option on the left-hand side list.
- Click on the “Social” option, which shows all the social analytics reporting options that are applicable.
- Select the first social reporting option, “Overview”, which will provide you with the Overview Reports.
What Information Is Shared in the Overview Reports?
The Overview Reports give you an overall look at the different social media metrics which will help you understand whether social media is sending any traffic to your website.
The following information is included in the Overview Reports.
The main benefit of this report is the generation of conversion data, based on the goals (business objectives) set for your site. Any desirable user action on your site is recorded in the form of a conversion. For example, you can set goals for a user downloading an eBook, subscribing to your email newsletter or registering a new account.
Sources and Pages
This information identifies the social networks, communities or groups, or business pages where people are engaging or interacting with your content.
This measures the on-site engagement or interaction of the site’s traffic with your content.
How Do You Read and Use the Overview Reports?
The Overview Reports give you an idea of the conversion value generated from different social media channels. However, you first have to define goals and it will then use the goal conversions as its primary metric to display the “Social Value” statistics.
The Social Value graph not only compares the number of goal conversions, but also compares the monetary value of those conversions against the ones from your site’s social referrals.
Now, you can observe different conversion-based data in the Social Value section below. But, let us first gain a thorough understanding of what they indicate.
This refers to the overall total conversions of your site based on the goals completed from all sources, including social media.
Contributed Social Conversions
This indicates the visitors who came to your site from social media at least once, but did not become converted in the same visit. Instead, these visitors came back to your site after some time and/or even via another traffic source (other than social media), before finally becoming a successful conversion.
We can understand this metric with an example. Consider a user who visits your eCommerce website, which sells leather shoes online, through some social media page or advertisement. He or she browses through the site and then closes it without completing a purchase, which is your desirable goal.
After a few days, the same visitor decides to buy leather shoes and remembers visiting your site. He or she thus goes to Google and searches for your site’s name along with “leather shoes”. The visitor lands on your eCommerce website again and completes a purchase, which is a goal completion, to become a successful conversion.
Even though the actual conversion happened because of another traffic source, namely Google, you cannot rule out the contribution made by the social media site that first introduced the user to your website. Hence, such conversions are termed “contributed social conversions”.
Last Interaction Social Conversions
This metric indicates the total number of visitors who landed on your site directly from a social media platform and completed your defined goal in that same first visit.
However, you must define at least one goal to view some values for the important metrics under the “Social Value” section in the above image above. If no goal has been defined, you will not see any value being displayed.
You can create the goal by clicking on the “Create Goal” option that will take you to the goal settings page below under the “Admin” tab.
In a nutshell, the Overview Reports in Google Analytics help you learn more about the high traffic social media sources or networks and keep track of your on-site as well as off-site user interaction with your website content. As the name suggests, these reports provide more of an overview of the different parameters that matter with regard to your social media traffic.
We hope you will find the information about the first Google Analytics Social Reports to be valuable for your website. If you have any related queries, please write in the comments section below!