Google Analytics for Social Marketers

Here are some Google Analyticsways to use Google Analytics to demonstrate social media impact.

Filter Social Media Traffic
You can create advanced segments for your social media channels.

  • View site traffic and visitor behavior from sources like Facebook, YouTube, Twitter and the like.
  • Understand how visitors from social act in ways that is similar or different from visitors from other sources like search, direct and other referring sites.
  • Find out what goals or sales-oriented actions visitors from social complete.

At the top of the Standard Reporting interface, you’ll find a button for “Advanced Segments.” Click that option to view a number of segments available by default or to create a “+ New Custom Segment.” When creating a New Custom Segment for “Social Media” venues or one venue at a time, you can choose to include Sources that exactly match or contain,, and so on. For Twitter, look for “”. Name your segment appropriately.

View Conversions by Social Network
Social reportsallow social media marketers to understand what impact social media has now or later in the sales conversion process. They also shed light on the types of content that resonate best with your social audience with respect to driving traffic and activity on your website.

View conversion data by navigating to Traffic Sources >Social >Conversions

Measure Traffic to Social Outposts
Custom events can be created for each link to your social media venues, to understand the role your website plays in driving awareness of your social channels. Understand what kinds of visitors are likely to connect via social media based on their visitor behavior and other notable statistics.

To view custom event stats, navigate to Content > Events > Top Events. You can then select Event Category, Action or Label as your Primary Dimension within the report.

Content Experiments
You can conduct A/B testing on website pages to find out what combinations of content elements encourage visitors to complete a desired action.

The fact of the matter is no one really knows what combination of headlines, graphics, copy, offers and calls to action will encourage a visitor to convert. Iterative testing will help optimize content for conversions.

Navigate to Content >Experiments and follow the following steps.

  1. Define page you want to improve
  2. Create separate page variations
  3. Identify and name up to 5 variations (6 total including control) in Experiments
  4. Select a metric or KPI that will help determine which variation is performing best – must be objective related
  5. Choose what percentage of visitors will be included in the experiment (100, 75, 50, 25, 10, 5, 1)
  6. Add code to the original page of the experiment
  7. Monitor the experiment, make alterations and design the next experiment