As we live in a world that’s highly dependent on internet, digitalization has become more and more significant in every business, especially in the aspect of digital marketing. Social media is one of the many platforms that let people stay connected with one another. It is also an avenue to exchange opinions and various types of content.
New communities and networks are being formed, which leads to user participation and engagement. With that said, social media platforms play a big role in marketing and letting everyone know about a certain story or information.
Along with the right and timely promotions, it has the power to send and build traffic to your site. It’s up to marketers to take advantage of, and engage with people to let them know more about their company, products, or services.
Social media metrics in Google Analytics
Most of the social media platforms have their own analytics features that allow you to monitor the engagements, not to mention the many tools available out there that can do the same for you. But Google Analytics (GA) is one of the most used and reliable tool for business owners and marketers in tracking activities as it makes it a lot easier to analyze everything in a single place.
Register for an account (it’s free!) and set up your website to start tracking. Once that’s done, you can start focusing on tracking the metrics from your social media marketing efforts.
Acquisition > Social
This part gives you an overview of the traffic that comes from all of your social media platforms and determines which channels are doing well. It includes the content you link to in social media, as well as the content others are sharing from your site.
Determines how many visits you are getting from social media networks. GA displays the number of new visitors and returning visitors, as well as the social media sites your content drives more traffic from.
By looking at this, it will help you rethink your strategies when it comes to promoting on social media. If, say, Facebook is driving the most clicks to your website, you might want to shift more time and energy to this network.
- Bounce Rate
Bounce rate is a good number to keep in mind, as it tells you how engaged your audience is while accessing your content. If they bounce almost immediately, the copy of the social media post might be at fault.
To keep a user interested and engaged, make sure that your content has links that would lead them to more content within your site. Always stay relevant as well and don’t carry away with clickbait type of posts.
This is the average number of pages viewed per session. It lets you know how many pages a user clicks into. You can easily see which pages receives more views and is most likely popular for users. Through here, you can drill down to the individual pages.
Look for the pages that have the best results and the worst. Compare both and see how you can improve the latter.
- Average Session Duration
Google Analytics gives you the average amount of time a visitor spends on your site. If they spend a couple of minutes on the page, it could mean that they are genuinely interested.
Here you can track which social media audience is engaged longer with your content, and adjust your strategy accordingly.
By navigating to Network Referrals, you will see the list of all social media networks as well as engagement and traffic metrics from each social network. This view is ideal for evaluating which social network has had the highest quality traffic.
Landing pages are, essentially, any page on your site that users visit. This section in GA lists pages that get the most attention with social media traffic. By carefully examining this page, you will see which pages your audience is visiting the most. This will give you an idea of what kind of content you may want to create more of in the future.
This page shows the total number of conversions and the monetary value that occurred as a result of referrals from each network. Keep in mind that this will only be tracked if you have set up your GA correctly. Toggle from Conversions to Assisted vs. Last Interaction Analysis, to see how each network contributed to conversions and revenue.
Social Media Plugins
Users are much more likely to share content if it’s easy to do so. Taken you already have social media sharing buttons on your site (you really should), GA will track the data. No setup is required to see Google+ +1 interactions in the report, but the additional technical setup is required to track other social plugins. In this section, you can track which pages your visitors like and on which social media networks they decide to share them.
It shows the initial paths that users from social networks took through your site. This view is useful, as it shows the whole user journey – from social to your site. See which social media network users come from, their starting pages, and the amount of interactions they have had on your site.
When you follow the report and see how people begin and end their journey, you can draw some conclusions on page quality. This is an excellent way to see what content users tend to navigate to.
Remember that as much as these reports are important and have impacts in monitoring and analyzing the traffic that social media platforms drive into your website, focus only on the necessary reports and data that is aligned to the goals you set and need to achieve.
The data you obtain from Google Analytics can definitely help you improve, maintain, or even shift your social media strategy. If you are new to GA, spend more time researching or take some Google Analytics training to take your knowledge to next level and truly get the most of it.