Google unveiled a new set of Social reports today within Google Analytics.
The Social reports will connect social media and business metrics for precise measurement of a social channel ‘s value. It is notoriously hard for marketers to measure social media’s value, because activity occurs both on and off a website. For example: Social media is growing in popularity and in brand websites, so it has become an epicenter for people to purchase or convert.
“Since social media is often an upper funnel player in a shopper’s journey, it’s not always easy to determine which social channels actually drive value for your business and which tactics are most effective,” explained Group Product Manager Phil Mui on the Google Analytics Blog. “But as the social industry matures, marketers and web analysts need true outcome-oriented reports.”
More information is available below.
Google Analytics’ latest computation offering will help identify the value of traffic coming from social websites while tallying how they prompt direct conversions. It will also enable businesses to follow social activities happening both on and off a website for strengthening user encounters and widening social key performance indicators. Lastly, the Social reports will encourage efficient data-driven choices within social media marketing programs.
“The Social reports allow you to analyze all of this information together and see a more complete picture of social impact than often used today,” contended Mui.