How to Measure Social Media Activity Using Google Analytics

How to Measure Social Media Activity Using Google Analytics

How to Measure Social Media Activity Using Google Analytics

4 Tricks You NEED to Know

Google Analytics has become a very important tool to businesses who use social media for marketing. Often businesses wonder if there’s a way to check social media’s impact on their business. One of the easiest ways to do this is with Google Analytics. In this article you will discover four ways your business can use Google Analytic’s to measure the impact of your social media marketing strategy.

1: Verify Social as a Traffic Driver

Google Analytics provides a look at the overall traffic sources that bring visitors to your site or blog. This report will be all traffic from social media. To see this report in Google Analytic’s, go to Acquisition > All Traffic > Channels.


With this view, you can see your traffic sources at a high level:

  • Search (people clicking through from Google or Bing)
  • Social (Twitter, Facebook, etc.)
  • Direct (people typing your site in their browser or bookmarks)
  • Referral (people clicking links from other sites to get to you)
  • Email
  • Paid search
  • Other


The image above shows that 15% of traffic is coming from social, this accounts for nearly 150,00 visits each month.

You can review how much traffic you gain from specific social media networks. Simply go to Acquisition > Social > Network Referrals.



2: Attribute Revenue to Specific Social Media Posts

When you are creating posts for social media, you can include links that will lead customers back to your site, this can be tracked by Google Analytics. When you combine these links with UTM tracking and goals, you get a deeper insight into how social media is impacting revenue.

First, you’ll need you to set up UTM parameters on all of your social media links, then assign a dollar figure to each in Google Analytic’s.

How to Set Up UTM Parameters on Your Links

Go to Google’s URL Builder and set the Source parameter to show that your posts come from social. Next, use the medium parameter to show which social media network your post are published too. Your last step is to use the Campaign parameter to define a unique identifier for each social media post you want to track.

How to Set Up Conversion Goals

The next part of the revenue report is made possible by conversions. Here is a brief overview of the process using the Destination goal as an example. Click the Admin Link in the menu at the top of any Google Analytics page. In the right-hand column under View, select Goals.


Choose Custom in the Goal Setup


Choose Destination as the goal type


Enter the page that people will land on after clicking on your social media post


You are all set! Google Analytics will begin tracking these goals and will add them to your data and stats found in your analytic’s dashboard. You can go to Acquisition > Campaigns > All Campaigns to see the revenue from any individual UTM tag, like a specific tweet.


Google Analytic’s will show the “utm_campaign” UTM parameter by default here. If you’d like to switch to “utm_source” or “utm_medium” instead, you can click the dimension filters above the data.

3: Find Out How Visitors From Social Media Consume Your Content

Google Analytics will let you track three other types of goals besides destination goals.


If you are a publisher who is focused on how long visitors from social media tend to stay on your site, use the Duration goal to find out.

For the bloggers who want to know whether or not the content is resonating with your social media followers. Set up the Pages/Screens per Session goal. If you want to know how many times visitors from social media play videos on your website? Create an Event goal.

4: See How Social Media Impacts the Conversion Path

Curious on how effective social media is driving your email subscriptions? To track this you must create a conversion funnel report that can show you how influential social media is in making these conversions happen.

To set up conversion funnels in Google Analytics, you can use the Goals section and connect any type of conversion event. You can then access the funnel report by going to Conversions > Multi-Channel Funnels > Top Conversion Paths.


Google Analytics is an amazing tool to have at your disposal. It makes it possible to see the exact impact of social media on your business. You can track traffic that social media sends to your site, how much revenue can be attributed to social, and how many email signups and or conversions social media brings you. Take advantage of this great tool, it will benefit your business and help you efficiently run your businesses social media handle.




Chris Brodhead

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