Getting to Know Google’s Social Analytics through Website Marketing Services

Staff writer: Brjden Crewe

Date: 7.15.2012


When you are first logging in to Google Analytics, you’re able to access all the new social reporting under:
Traffic Sources > Sources> Social

The first step is to make sure you’re viewing the newest version of analytics which is noticeable by viewing the link on the top right corner that will state either “Old version” or “New version.” If it says “Old version” that means you would click that link in order to revert back to the old version, so you’re in the new version. If you’re not an administrator on the website’s analytics, we’ve found that could affect your access to the new reporting also.

There are six reporting functions underneath the new version social tab:


  • Overview: On the overview page, the Social Value graph shows conversions from social actions. You’re able to see how conversions via social measures up against total conversions that happen on the website. You can also get a brief overview of the other reports here as well.


  • Conversions: The total number of conversions occurring from individual social networks and the monetary value assigned to them are viewed here. These reports also show the different conversions and their types and whether it was an immediate conversion or a conversion that happened at a later time period.


  • Pages and Sources: These two reports help you understand how users from various social networks engage with your site and they work together to do so. They also measure individual social network performances against website metrics such as: page views, visits, average visit duration and page views per visit. It also helps to identify top-performing content across social networks which help SEO optimization and website marketing services.


  • Social Plugins:These identify which social share buttons website visitors are using and which content is shared with what social buttons.
  • Social Visitors Flow: A visual representation of where users go while visiting your site once they entered from individual social networks and where or when they leave the website.

Conversions Report

Arguably one of the most interesting reports for marketers, website marketing services and website owners is the Conversion report. This report allows you to quantify social efforts which help tie monetary values to the conversions occurring from individual social networks. The report also shows what social networks are contributing and in what capacity. This data can then be used to understand how to allocate resources to social efforts and website marketing services.

In order to track conversions with this report, you have to set goals in your analytics with monetary values associated with them. For ecommerce sites, the monetary values may be easier to assign but Google gives one example in its Analytics support section on how to set up goal values if you’re not working in ecommerce. The report also shows immediate conversions, also known as “Last Interaction Conversions” and “Assisted Conversions.”

From the report landing page, you can select a link in the upper-left corner of the graph named “Assisted versus Last Interaction” which is where you’re allowed to view the value of each social network and the roles they play in conversions. This also tells you if a social network works in order to direct conversions or assisted conversions. Google assigns value on each social network in this equation where a value close to zero shows the network works in more of a direct-conversion capacity a value close to one or above shows the network performed more of an assist conversion role.

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