Conversions Reports

Social Reports, such as Network Referrals and Landing Pages Reports, help you measure visitor engagement and identify the social networks that bring you more traffic.

But, user engagement is not the only thing you should consider.

You also need to analyze whether the visitors do what you intend them to do on your website. This intended activity could be anything, including downloading a free eBook or subscribing to an email newsletter.

This is what Conversions Reports in Social Reports can help you do.

Below are some further details regarding the Conversions Reports in Google Analytics, including their usage, how to access them, and the data metrics shared by them.

The Objective of the Conversions Reports

The main aim of the Conversions Reports is to measure the importance of social media networks for your business by tracking the intended goals achieved on your website by visitors from social media sources.

It even tries to find out about visitor conversions on your site, where social media merely helped to spread the initial awareness about your website and was not the last interactive source.

How Do You Access the Conversions Reports in Google Analytics?

You can access the Conversions reports from your Google Analytics dashboard by following the steps listed below:

  • Log in to your Google Analytics account and go to the “Reporting” tab.
  • Click on the “Acquisition” option, which appears just below the “Audience” option and just above the “Behavior” option on the left-hand side bar.
  • Click on the “Social” option and choose “Conversions”.

Once you have followed these steps, you will be able to check out the data displayed in the Conversions reports.


The Importance of the Metrics Showed in the Conversions Reports

The Conversions reports indicate the total number of conversions from the visitors who came from social media sources and assign a certain monetary value to those conversions.

If a visitor lands on your site after a relevant Google search and makes a successful purchase, the credit for this conversion (the completion of the purchasing activity) often goes to the last traffic source, i.e. Google.

There is no credit given to a social media site that might have spread awareness about your site to the same visitor earlier. And, social media is generally known for making people aware about new products, blogs, brands, and so on.

However, it cannot always be the direct source of any visitors that convert on your site. So, will the social media sites never get credit, even for conversions in which they played a big role by introducing your site to the visitors?

Well, the Conversions report metrics help you identify the direct social media referrals who convert on your site and identify any indirect assistance from social media.

It will not matter whether social media is not always the most recent traffic source. As long as it helps you get the conversions for your site, the social media will receive its due credit.

Below are the various metrics displayed by the Conversions reports that will help you identify the most important social networks that bring traffic and conversions for your site.

Social Network

This serves as the primary dimension and refers to the name of the social media sites that are the sources of the visitors who perform the intended activity on your site.


This is the actual count of conversions that occur from the corresponding social networking site.

Conversion Value

This metric denotes the monetary value of the conversions that occur.

Assisted Conversions

This refers to the total number of conversions that happen from a particular traffic source (social networking site) that brings you a visitor who converts during a different visit (when the immediate traffic source is different).

Assisted Conversion Value

This denotes the value of the assisted conversions, including the e-commerce revenue and even the goal values.

Last Click or Direct Conversions

This lists the total number of conversions that happen immediately (during the same visit) from visitors who land on your site directly from the traffic source (social media site).

Last Click or Direct Conversion Value

This refers to the value of the direct conversions or last click conversions.

Assisted per Last Click or Direct Conversions

This is a slightly complex metric that refers to the ratio of the assisted conversions upon the direct conversions.

If the value of this metric is close to 0, it means that the traffic source (social media site) brings more direct conversions, and assists in very few.

If the value is close to 1, it means that the traffic source (social media site) contributes equally towards direct conversions and assisted conversions.

However, the higher the value goes above 1, the more the traffic source (social media site) contributes towards assisted conversions and the less it contributes to direct conversions.

These metrics make the Conversions Reports one of the most valuable Social Reports in Google Analytics. You may argue that the Overview Reports also show some basic conversion data for social media, but the Conversions Reports offer far more details by breaking down the conversion data for each social network.

How Do You Read and Use the Conversions Report?

In order to read the various metrics shown by the Conversions Reports, you first need to set up goals for the visitors landing on your website. Only when this is done will the Conversions Reports prove useful to you by providing details about your goal completions (conversions) via the social media channels.

The report records a goal conversion once a visitor completes an intended activity, such as purchasing or downloading something, on your website. You can start the Google Analytics goal setting process by clicking on the “Set up goals” button.


You will land on the “Goals” section under the “Admin” tab, as seen below.


You can then create new goals by clicking on the “+NEW GOAL” button. Once the goals have been set for your site, you can go back to the Conversions Report display.

You can even filter the report and check out conversions data specific to certain goals.

At the bottom of the Conversions Reports, the explorer tab displays the “Conversions” data, as seen below.

In addition to the standard Conversions metrics, you can also view additional and more specific data by choosing the “Assisted vs Last Interaction Analysis” option.


You can thus get details about direct conversions and conversions where social media sites were not the last click. This helps you do a detailed attribution analysis.

In a nutshell, Conversions reports play a big role in quantifying the value of social media for your website or blog.

We hope that you have found the information provided here useful. If you have any queries, please feel free to write in the comments section below.

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