So, you have been promoting your business online for a while now – amassing fans and likes, tweeting your companies every move. You’ve made the jump to the latest Facebook design after seeing our webinar. And for what? Has all of that time and effort paid off? Has it improved your conversion rate online? Do you have a greater insight into how your clients and potential clients are interacting with your brand online as a result? Don’t worry if you don’t know the answers to these questions. Or, maybe you should worry, but take comfort in knowing that help is just around the corner.
Google, in their infinite wisdom, has not only jumped into the social game with +1, but has also decided that it would be a great idea to provide performance data on how much effect social networks have on the bottom line.
The first report compares your total number of conversions with those conversions that have either come directly after a customer has been referred by/visited a social site or had visited a social site and later came back and converted. The former is labeled “Last Interaction Social Conversions”. The latter is labeled “Assisted Social Conversions”.
Next up, we have the Conversions Report. This report gives a breakdown of conversions and assisted conversions broken out by the source. This report will be useful to see the effects that result from uploading new content (video, blog, status updates, etc.).
The Social Sources report gives you a breakdown, by source, of how visitors are interacting with your site and content. For example, if you announce a new promotion you will be able to see if visitors are entering your site from that page and if they continue through your sales funnel or if they bounce.
The Social Plugins report shows how people have interacted with your content. Whether that be sharing an article, following your or retweeting. The Social Plugin report will show you what is popular and how people have interacted with it so you can keep making great content.
Lastly is a report that tells you what people are saying about you and your brand outside of your website. It is called Activity Stream. When someone shares something that you wrote, you will see the URL and what they said. It is important to note that not all social networks are covered in this report. It currently covers Google +1 (obviously), Digg, Delicious, Reddit and Meetup, among others, which can be found at their Social Data Hub.
All of these reports will become, or have become available to you under the Standard Reporting Tab in your Google Analytics account.