How To Use Google Analytics To Track Social Media Reports

How To Use Google Analytics To Track Social Media Reports

Jul 23, 2019 5 min read

Social media is a powerful medium to express whatever we like. Be it for netizens and millennials that use it for fun, or for corporate houses that use them for marketing. Social media is something that can be used freely and is available for all.

Social media has also brought in the trend of online marketing, and every organization and business houses are investing in it. The Internet has paved the way for so many organizations to flourish and fly high, and it has also given rise to numerous different professions as well.

There are a lot of tools available for use when it comes to marketing on social media. It helps you track your efforts on a daily, weekly, and monthly basis. We would be discussing one such medium that has gained a lot of importance and traction owing to its popularity and advantageous factors. It is called Google Analytics, and we will discuss the facts on how best it can be used to track up the social media reports.

Let's go exploring the social media analytics!

Google Analytics And Social Media – The Dream Team

Google Analytics is a website analysis dashboard wherein you can keep a note on almost all of the vital insights concerning your website. It acts like the doctor, who will find the flaws, list out the findings, and give you the best possible solutions to your problems.

The amalgamation of social media and Google Analytics is something that can benefit organizations in the long run. It can be a privilege for any digital marketer to use them both. The advantages that both of them can give you are as follows:

  • You can keep track of the social media platforms which provide you with the highest amount of traffic.
  • You get the ability to compute the return on investment for the social media campaigns that you put forth.
  • Identify the best content for particular social media platforms.
  • Measures the number of conversions that you receive from platforms.
  • Ensuring the right amount of traffic is taken in from proper segments of people on the media platform.

Measuring Social Media Campaign Using Google Analytics Reports

Now you know how deadly and lethal the combination of social media and Google Analytics could be if it is incorporated in your organization. It is now time to put this theory to the test.

We would now be discussing how to measure social media campaigns using Google Analytics.

Social Media ROI

Social media return on investment is referred to as the output that you can get for your organization’s social media strategy. The number of efforts given in terms of brand awareness, revenue generation, and customer satisfaction strategies will accordingly determine the returns that you get.

It should be understood that value does not mean capital. Quality is something that should also be focused on when it comes to maintaining social media ROI. Google Analytics is the one-stop tool for tracking website traffic, conversions, and sign-ups that have been taken place owing to the campaigns that you have run. All of this would add an amount to the efforts you make for increasing the ROI.

Vital Social Media Metrics To Measure ROI

Some of the essential social media metrics that need to be kept in mind are as follows:

Social Media Reports – Where Can You Find Them

Social media reports are available in the traffic sources section on Google Analytics. The list is as given below:

  • Overview - You can take a look at the overall outline of your social media reports. The new feature from Google Analytics also shows you the total capital that has been generated concerning user conversions. You can look out for the number of interactions too.
  • Conversions - This section will show you the total number of conversions that your website has got from social media platforms. You can find the cumulative goal too.
  • Assisted Social Conversions - This type of conversions will be the one that was assisted by social media. Meaning that the users came to your website using the links present on social media. All the data related to the same is displayed in this section.
  • Last Interaction Social Conversions - These conversions are generated directly from the social media source. In essence, the users contacted you via social media, and also gave you some capital, or in business language, brought about a conversion.
  • Social Sources - This section provides an overview of platform-specific metrics. Google Analytics monitors the referring URL and accordingly maps it up to your respective report.

Interpretation Of Social Media Data In Google Analytics

Google Analytics is used to display multiple data sets based upon the social media traffic. All of that data will be tabulated for your convenience just in case if you want to alter the views by any chance.

Below given are some of the things which can be seen to interpret the social media data in the Analytics:

  • Percentage: This will have the pie chart, which will have a section-wise contribution to every social media metric.

  • Performance: This will show a horizontal graph displaying the relative performance of the chosen metric.

  • Comparison: Consists of a bar graph displaying the performance concerning the average and the selected metric.

  • Term Cloud: Shows a representation of keywords used on the website. You can interpret all the data for the keywords using this view.

  • Pivot: It is used for keeping track of all the trends which could be hard to figure out without Google Analytics. You can reposition all of the data by pivoting it into a different section altogether.

Different Types Of Social Analytics Reports

Below listed out are multiple variants of social Analytics reports, which will help organizations and business houses in revolutionizing their social media marketing efforts.

  • Demographics And Interests - Google Analytics helps out organizations in analyzing the demographics and interests. It would help you figure out whether your strategies are practical and in place or not. You have to filter out the social media traffic from the overall segment accordingly to get a better picture.

  • User Explorer - User explorer helps you understand those social media websites that are driving traffic towards your site and how the users are interacting with the content that you have.

  • Top Conversion Paths - This report is used for determining the navigational paths that the users take before the conversion takes place. This will help you out in getting higher rates of sales for your company as a whole. You can jot down all the websites that they use, and accordingly design a strategy.

  • Benchmarking - Benchmarking offers a very keen acuity into the social media traffic and tabulates it against the rivals in your sector. This would help you out in changing your strategy if required.


Understanding social media analytics is very crucial to make social media marketing decisions. It helps you bring traffic, leads and ultimately conversion.

No doubt Google Analytics provides decent reportings but if you want to get progress report of each post on your social media, its impressions, clicks, engagement, then for an all-encompassing view of your social efforts you can try Statusbrew reporting. It provides native analytics that helps you track your social media performance. You can build your social media team and analyze their work too.


Explore the Statusbrew range of social media tools

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Boni Satani

Boni Satani is a T shaped marketer with a huge interest in SEO and link building. He is currently working as a Marketing Director at Zestard Technologies.