If you’ve ever questioned the effectiveness of your school’s social media marketing campaign, new updates to Google Analytics are designed to give you some answers. A recent makeover to the Social Report now enables you to accurately measure the return on investment of a social media campaign. In Google’s own words from its blog:
“The new reports bridge the gap between social media and the business metrics you care about – allowing you to better measure the full value of the social channel for your business.”
The revamped Social Reports, which can be found under the Traffic Source and Social tabs, will identify all the traffic coming from social sites and measure how these social channels are converting visitors to leads.
The Overview Report allows users to easily visualize how social media is directly and indirectly assisting with conversions. In the report below, the largest circle indicates your school’s number of total conversions, or leads. The dark blue circle shows you when social media was the last interaction before a visitor converted into a lead, while the lighter blue circle shows where a visitor interacted with your school via social media but didn’t convert into a lead until a later date.
The Social Plugins Report allows you to measure the social activity that comes from the social plugins on your website, such as clicking on a ‘Like’, ‘Tweet This’ or ‘+1’ button.