This document discusses key metrics for measuring social media performance in Google Analytics. It explains that sessions via social shows the number of sessions from social channels, contributed social conversions tracks conversions where social was part of the journey, and last interaction social conversions attributes conversions to the last social interaction. It also mentions that social value displays the total amount generated from conversions associated with social channels.

1. Google Analytics - Acquisition > Organic
Number of sessions generated by social
channels (names are reported in the
Social Network table).
SESSIONS VIA SOCIAL
REFERRAL
Number of conversions where at least
one social channel was part of the user's
journey to conversion.
CONTRIBUTED SOCIAL
CONVERSIONS
Number of conversions for which a social
channel was the final conversion
interaction (last-click attribution).
LAST INTERACTION SOCIAL
CONVERSIONS
If a value is associated to a goal, the total
amount generated by all the conversions
and social channels, will be displayed in
the Social Value chart.
SOCIAL VALUE