Ashley Agee

Social Media Analytics in Google Analytics

Est. Reading Time: 5 minutes

So you participate in Social Media pretty heavily and post 2-3 times per day on Facebook, Twitter, Pinterest, Linkedin and other places. You know people are seeing your posts because you’re getting likes, shares and comments but do you know how many of those engaged fans are actually coming to your site and converting? If not, then this blog post is for you! Google Analytics integrated more in-depth reporting for Social Media within the dashboard and you can now see how many visits are coming from each social media sites, and this includes sites you probably don’t do anything on or have heard of, plus how the visitors are interacting with the website and converting.

So let’s walk through this section of GA so you can get a better understanding of exactly what information is available.

First, login to your account and navigate to Traffic Sources>Social.


Social Media Overview

The first section you can click on is the overview. This section is self exaplanitory, you’ll get an “overview” of how many visits came from social sites, how many social visitors converted and and what network they came from.



Social Network Referrals

This section gives you information about which social sites visitors came from, how many pages they viewed, and average time they spent on the site.


Data Hub Activity

In the data hub section, you can can see what links and information were posted on social hubs such as reddit, digg, delicious and more. Within this section you can see what conversations people had, what page on your site they linked too, and from the dashboard you can click to visit the conversation page.


Social Landing Pages

In the landing pages section, you can see what url from your site was shared on social media that people clicked on and visited the site through. With each URL you can also get visitor stats such as time on site and pages/visit.



As a refresher in case the term “trackback” is new to you; a trackback is a linking method that notifies the owner of a site that you linked to their website. It’s a way for website owners to keep track of who all is linking to their site.

In the Trackbacks section of GA, you can see what page on your site is being linked to and from whom aka the “endorsing url.” Along with that information, is how many visits came to your site from those links. Another great thing about this section is you can click the more button on the right hand side and click to go to the page that has posted a link to your site.


Social Media Conversions

This section tells you how many conversions happened from each social network. In this section, you can also switch to Assisted vs. Last Interaction Analysis to see a better breakdown of the conversions. As a note, an assisted conversion means at some point, the visitor came from the social network but didn’t convert at that time. So they might have come to the site first through Facebook, left the site, then come back as direct traffic and then converted. Last Click simply means they converted when they came from the social network.


Social Media Plugins

Here you will find information about links used in social plugins such as Add This. Under the Social Entity tab you can see what URL was shared and how many times. Under Social Source, you can see what source the URL was shared to and under the Social Source and Action tab you can see what source a URL was shared to and the action. So if it was shared to Facebook you could see “shared” or “liked” here.


Social Media Visitor Flow

In this section you will be able to see exactly what paths visitor took when they came to the site. You can click on each bubble to highlight each path to get a better look at the exact pages they visited and where they exited.


So don’t keep wondering if those posts are sending visitors to your website or if they are worth it or not. Login to your Google Analytics account and look at the analytics. This will give you insight into which social networks are working well and which aren’t. After you figure that out, you’ll then have a better idea of which one to focus your time on.

So tell me, who’s already been reviewing this section in GA? What do you like most about the way Google has broken out this information? I love that I don’t have to go to referrers and do a matching RegEx search to find all the various social media sites I could think of!