by Google Analytics currently allows you to view eight social analytics reports.
These reports showcase the ROI and impact of your social media campaigns.
To find them, you’ll simply want to go to the “Reporting” tab on your dashboard. From there, click on “Acquisitions” and then “Social.”
As a marketer, this is my favorite report in the new Social suite because it identifies the networks and communities visitors are using to engage with your content and then lets you see how people interact based on where they came from. As a marketer, a content producer and a lover of social, this report rocks my world by giving me a better sense of where I should be devoting resources.
y tapping into Google’s Data Hubs and viewing the Activities Stream tab for Google+, marketers get an interactive look at how their content is being shared on Google’s social network. This allows businesses to quickly identify their top content and find key influencers. For marketers looking to build larger engagement plans or identify brand advocates, this is an extremely powerful way to gain insight into how your content is being shared across Google. You’re able to see who is starting the conversations about your brand, what they’re saying when they share it, and then gain direct access to these people via URL Ripples and URL Trackbacks.
To compare data from a single social network across these reports:
- Add the secondary dimension Source/Medium to the Social Conversions or Multi-Channel Funnel report. This dimension should appear in the Source/Medium report by default.
- In each report, use the advanced filter (found at the top of the data table) to restrict the data to one source or medium.
- Confirm that you’re looking at the same transaction metric across these three reports. Use the Conversion dropdown menu at the top of a report change the metric.
When comparing data in these reports, keep the following in mind:
- The lookback window and attribution model differs across these three reports.
- The Social Conversions reports aggregate all social referrals into a single report and uses friendly names to aggregate traffic from various social networks. Data might appear with different names in the other reports.
- In the Source/Medium report, traffic from social sites will show up as a referral, unless you’ve used manual campaign tracking parameters.
| Source/Medium Report | Social Conversions Report | Multi-Channel Funnel Report | |
| Lookback Window | 6 months by default. Change the session settings to adjust. | 30 days | 30 days by default. Use the report slider to adjust from 1 to 90 days. |
| Attribution Model | Includes only conversions where the traffic from a social network was the last click before the conversion, or conversions for direct traffic. | Includes all conversions where the traffic from a social network was involved in the conversion path as an assist click and/or last click.
The sum of the assisted conversions and last interaction conversions may be greater than the total number of conversions because if the same channel was both an assist and a last click for the same conversion, only one total conversion is incremented. |
Includes all conversions where the traffic from a social network was involved in the conversion path as an assist click and/or last click.
The sum of the assisted conversions and last interaction conversions may be greater than the total number of conversions because if the same channel was both an assist and a last click for the same conversion, only one total conversion is incremented. |
