Understanding how your social media efforts contribute to your bottom line has been a challenge for many businesses up until now. The new social reports inside Google Analytics now allows you to drill into your social media efforts, collecting both on-site and off-site social data. In this presentation, I walk through the essential reports and what data points to look for when evaluating your social marketing efforts.

1. Drilling into Social with
Google Analytics
Jackson Lo
Cardinal Path
+Jackson Lo, @jackson_lo
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2. Acquisition, Engagement, Conversion
Credits: cutroni.com
Traffic Sources > Social
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3. Overview
Break it out into specific
micro conversions
Impact of social media on your conversions.
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4. ACQUISITION
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5. Social Sources
Traffic Sources > Social > (Sources / Pages)
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6. Social Sources
Different websites have different preferred networks.
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7. Social Sources
Pinterest is the highest
referring social sources for
this website!
GA tells us which page was
pinned! This is your most
popular content on Pinterest!
Know where people are sharing your content!
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8. Social Sources
Social referred traffic
Social Data Hub Partner
Social Sources tell us from where we are acquiring traffic.
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9. Social Sources
Drill down deep to see where you’re being mentioned!
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10. Analytics Social Data Hub
Free platform used to integrate social activity streams.
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11. Content Popularity by Activities
Content with most activities happening off your website.
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12. Social Networks and Actions
41 sources
referenced (linked
to) our content!?
Where and what actions did they take?
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13. Social Sources
Matthew bookmarked
my content, nice!
Great opportunity to
Trackbacks tell me
thank and build a
WHO’s linking to me!
relationship with them!
Go ahead and analyze off-site actions in Google Analytics.
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14. Social Pages
Use Google Analytics to see how engaged your content is.
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15. Activity Stream - Conversations
Dig deep into the off site conversations for Google+.
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16. Google+ Ripple
Markus is influenced by
Stephane, but Stephane
is not connected with
Markus, yet.
3 reshares in
Stephane’s
network.
See how your content is amplified on Google+ with Ripples.
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17. The Google+ Ripples Effect
One person can make a drastic difference!
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18. SOCIAL WHAT!?
SOCIAL
MEDIA
ENGAGEMENT
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19. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19

20. Social Plugins
Traffic Sources > Social > (Social Plugins / Social Visitors Flow)
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21. Social Plugins
Content gets share the most on Twitter / Google+ from our website.
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22. Social Plugins
A lot of buttons, but NOT
working for this site.
A lot of buttons, but
working for this site.
5 buttons
Present share buttons that MAKE SENSE!
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23. Social Plugins
These are tracked
in Google Analytics
as social actions.
Use _trackSocial() to customize your social tracking.
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24. Social Visitors Flow
Quickly, Twitter sends the
most traffic to the blog.
People from Blogger
views more pages.
How do visitors from social navigate through your site?
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25. CONVERSIONS
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26. Macro & Micro Conversions
Macro Micro
Look at both sides of the coin.
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27. Types of Micro Conversions
Micro conversions can be Submissions or Social Interactions.
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28. Conversions
Traffic Sources > Social > Conversions
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29. Conversions
Largest sources of
conversions.
Total conversions from the various sources.
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30. Assisted / Last Interaction Conversions
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31. Assisted / Last Interaction Conversions
Break down your conversions by assisted & last interactions.
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32. Going Beyond…
Take a look at where
you guest blog /
partner blogs!
http://bit.ly/SOCIALimpact
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33. Comparing Social Groups
Trends
Define your groups
using Custom
Advanced Segments
Which group of social networks perform better?
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34. Custom Social Media Dashboard
Acquisition Engagement Conversions
http://bit.ly/JCSMDB
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35. Drilling into Social with
Google Analytics, Q&A
Jackson Lo
Cardinal Path
+Jackson Lo, @jackson_lo
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