In this age of social media, everyone uses or should use the massive reach offered by the social media platforms to promote their website, blog, business, brand or product.
So, you might also be running ads on Facebook or Twitter to direct audience to your site’s registration page
But, it will not be of much help to your site if you do not analyze how many visitors who click on your social media ads perform the intended activity on your website. After all, such an analysis will enable you to understand which social media site brings the most traffic that actually converts.
In this way, you can focus your social media marketing strategy on the top social networking platforms that direct the most visitors who are most likely to convert to your site or blog.
Consider the following example. Facebook brings around 200 people to your fitness website’s sign-up page from a promotional post on the relevant business page. And, Twitter directs more than 500 people to your site’s registration page via a similar marketing post.
Moreover, around 150 of the people coming from Facebook successfully sign up on your site, whereas only 50 people directed from Twitter register on your website.
Clearly, Facebook brings more relevant traffic to your sign-up page and it thus makes sense to focus more on Facebook than on Twitter.
And, at the same time, if both social networking sites resulted in a very low conversion percentage, then you would know that your traffic is bouncing from the sign-up page. So, you need to work more on the site’s registration page to make people sign up with ease.
But, how do you do this traffic analysis? Well, the Overview Reports and the Conversions Reports in Google Analytics may help you to a certain extent.
Yet, you need much more data to do a comprehensive analysis of the initial path that your visitors took from social media to your website.
So, with the help of the Users Flow Reports in Google Analytics, it is possible to get information about:
- How the visitors landed on a particular page of your site,
- Which pages the visitors navigated to, and
- From which page they exited the site.
Let us take a look at the details about the Users Flow Reports, including how to access and use them to get the maximum benefits for your social media strategies
The Objective of the Users Flow Reports
The Users Flow Reports aim to show you the manner in which your different marketing channels (mainly social media) are sending you traffic. The ultimate goal is to assist you in examining the traffic patterns on your site and understanding how the traffic engages with your content.
These reports thus help you identify your site’s pages that are performing poorly as well as those that are performing well.
How to Access the Users Flow Reports in Google Analytics?
In order to view the detailed social media traffic information in the Users Flow Reports, you can follow the steps listed below:
- Log in to your Google Analytics dashboard and go to the “Reporting” tab.
- Click on the “Acquisition” option and choose the “Social” option.
- Select the final social report, namely “Users Flow,” and start accessing the corresponding details from your Google Analytics dashboard.
How to Read and Use the Users Flow Reports?
By default, the Users Flow Reports do not display any metrics or the corresponding data. The message that shows up in the report is as follows:
The reports only display session-based segments. In the above image, you can see the segment related to “All Users”. You can add another segment by clicking on the “Add Segment” button, which gives you a list of possible segments, as seen below.
You can start using any of the above readily available segments or you can create one of your own by clicking on the “+NEW SEGMENT” button and entering the details shown below.
You can also use the right-hand side top date range field to specify the time period during which you wish to check the segment data from your social media sources.
You can then select the social network platforms for which you want to track the relevant traffic data. For every social network, you need to choose one of the following three options:
- Highlight traffic through here
- View only this segment
- Group details
For example, if you want to track the flow of traffic that came from Facebook, you need to select “Facebook” as the social network and then choose the “View only this segment” option.
The Users Flow Reports help in comparing the traffic across various social networking channels. You can even select a particular source and then opt for “Highlight traffic through here” to understand the user path from the source to your site. Hence, you can determine how the users arrive at your landing page and navigate to the other pages of your site.
A great feature available here is the ability to download the Users Flow Reports in PDF format for every segment that you have applied. You can thus use the “Export” option at the top (seen besides the “Level of detail” option) and choose “PDF” as the file type for export.
You can then share the downloaded report with anyone in your team.
In a nutshell, the User Flow reports help you understand the traffic flow from every social marketing channel to your site’s landing page. These report thus equip you with information about the success of your social media marketing strategy in terms of conversions and with regard to the users’ behavior. They even reveal data related to various exit points on your site and emphasize the importance of having the right exit pages for your users.
So, have you used the Users Flow Reports or are you planning to use it in the future?