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Google Analytics Adds New Set of Social Reports ‘Activity Stream, Conversions’ and More

Google released a new set of Social reports within Google Analytics, that allow you to analyze all of this information together and see a more complete picture of social impact than often used today.

The new social reports help you with 3 things:

  • Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
  • Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
  • Make better, more efficient data-driven decisions in your social media marketing programs

Here are a couple of the things with new reports:

Overview Report allows you to see at a glance how much conversion value is generated from your social channels. The Social Value visualization compares the number and monetary value of all your goal completions against those that resulted from social referrals – both as last interaction, and assisted.

Conversions Report helps marketers measure the value of each individual social channel by seeing the conversion rates of each social network and the monetary value they drive to your business.

Google Analytics Conversions Report

Social Sources shows engagement and conversion metrics for each social network so you can see how people are interacting with your content and whether it’s leading to a desired outcome.

For example, if you run social campaigns that promote specific products, you can see via the Social Visitor Flow whether visitors from each social network entered your site through these product pages and whether they continued on to other parts of the site or whether they exited.

Google Analytics: Social Sources

Social Plugins report shows which articles on your site are receiving the most engagement and which social buttons – for example, Google +1 – are being clicked to share them. “You can use this information to create more of the type of content that’s popular with your visitors, and test different layouts of social sharing buttons to improve use by your community,” Google explains.

Activity Stream tab (located within the sources report) shows how people are engaging socially with your content off your site across the social web. “For content that was shared publicly, you can see the URLs they shared, how and where they shared (via a “reshare” on Google+ for example), and what they said. Currently, activities are reported for Google+ and across a growing list of our Social Data Hub partners including recently signed brands Badoo, Disqus, Echo, Hatena and Meetup,” explained Google.

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