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Google Analytics Social Media Dashboard

Google Analytics Social Media Dashboard is a free tool to help you analyze your social media presence. It provides you with a full overview of your performance across multiple social networks and offers tips on how to improve it. With Google Analytics Social Media Dashboard , you’ll quickly gain valuable insights that will help you monitor, track, and improve your social media presence.

Google Analytics Social Media Dashboard is a great extension for Google Analytics users who wish to gauge the effectiveness of their social media marketing efforts. It allows you to monitor your brand’s online reputation and the performance of your brand across most major social media sites, including Facebook, Twitter, YouTube, and LinkedIn.

What is Google Analytics?

Google Analytics is a free website analytics dashboard that provides a wealth of insights about your website and its visitors, including those who find you through social media.

For instance, you can track:

  • Total traffic to your site and traffic sources (including social networks)
  • Individual page traffic
  • Number of leads converted and where those leads come from
  • Whether your traffic comes from mobile or desktop

When you add Google Analytics to your overall social media analytics and reporting strategy, you get even more insights into how social media is working for your business. That’s because Google Analytics social media reports allow you to:

  • Discover which social media platforms give you the most traffic
  • Calculate the ROI of your social media campaigns
  • See what content works best with each social media platform
  • See how many sales conversions your business gets from social media

With this data, you’ll be able to get the most out of your social media campaigns and improve your marketing strategies in the future.

What is a Google Analytics social media dashboard?

A Google Analytics social media dashboard is the easiest way to track Google Analytics key performance indicators in real-time. Everything from social traffic to conversion rate can be tracked and reported on from one single dashboard, allowing you to keep on top of your clients’ (or your own) website and social media performance, and thus optimize your digital marketing campaigns.

What is a Google Analytics social media dashboard?

Why use a Google Analytics social media dashboard?

Using a Google Analytics social media dashboard is an easy way to share social & website performance with clients, as opposed to crawling through Google Analytics as well as all your social media platforms and creating a manual report every time your client has a question. Using a dashboard will save you time and increase your productivity. Plus, you can customize your Google Analytics reports to include all of the KPIs you care about.

How to Set Up a Social Media Marketing Dashboard in Google Analytics

With relevant quantitative data, Google Analytics easily helps you identify which social media platforms drive the maximum, targeted traffic to your site. Also, it’s possible to find out how these social media users interact with your website.

In addition, setting up a Google Analytics dashboard to monitor and analyze your social media efforts helps you determine your social media ROI.

Here’s how you easily set up a social media marketing dashboard in Google Analytics:

Identify Your Social Media Goals & Objectives

S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Timely) goals are an essential component of any successful marketing activity. Before you jump in and start tracking and measuring your social media marketing efforts using Google Analytics, you need to identify and create S.M.A.R.T. social media goals and objectives.

But remember to align your social media marketing goals and objectives with your business’ broader marketing strategy. Let’s say your social media goal is to drive relevant, targeted traffic to your website. While that’s a good start, make it S.M.A.R.T. with a few tweaks:

“We will increase our monthly traffic from Twitter by 20% within the next four months.”

Then you’ll need to create strategies that help you achieve this objective in a timely fashion.

Based on the goal above, your first step might be to use a tool like Buzzsumo to find content in your industry that has already been highly shared on Twitter. Then create something similar on your own site and promote it on Twitter.

buzzsumo search

Essentially, your goals will inform your strategy as well as the metrics you track to measure success.

Set Your Google Analytics Tracking Code

Now that you have identified your social media goals and objectives, set up an analytics tracking code on your site. Your tracking code is what allows Google to analyze the traffic to your site so you can get quantitative, actionable data.

You can use Google Tag Manager to gather tracking data. Or you can directly set up an analytics tracking code on your website. We’ll show you how to do both.

How to Install Google Analytics With Google Tag Manager

Using Google Tag Manager is perhaps the easiest way to collect actionable data to prove your social media marketing ROI. In fact, Google recommends using Tag Manager as it streamlines tag management on your website. This makes it easier for you to add other tags including AdWords Conversion Tracking and remarketing tags.

Here’s how to add Google Analytics through Google Tag manager:

  1. Set up a Tag Manager Container code and add it on your website.
  2. Select “Tags,” then select “New,” and then select “Universal Analytics” tag type in the Google Tag Manager.
  3. Configure your tag:
    1. Name your Tag
    2. Add Google Analytics property ID
    3. Select Track Type according to your objectives and goals
  4. Select firing triggers. Then select “All Pages” to gather data for each page of your website.
  5. Choose “Create Tag.”
  6. Now simply publish the tag.

Check out this article from Moz for more details on getting started with Google Tag Manager.

The 5 Most Meaningful Google Analytics Reports for Social Media Marketers

1. Traffic by social channel

See your most valuable networks, plus the up-and-comers

Buffer Social Network Referrals

Where to find this report:

Acquisition > Social > Network Referrals

What this report tells you:

At-a-glance, you can see which social network sends you the most visits to your website. For instance, Twitter sent the Buffer blog 79,096 visitors last month.

You can view the data in a pie chart to see how the networks break down as an overall percentage of social traffic to your site. For instance, Twitter accounted for 56 percent of social traffic to the Buffer blog. Twitter and Facebook combined accounted for 81 percent.

You can expand the results to show 25 or 50 channels, then change the date range to include a comparison to last period. Voila! Now you can identify networks beyond your main ones that are beginning to send you more and more traffic. For the Buffer blog, we’ve noticed StumbleUpon and Hacker News seem to be on the rise.

Advanced:

If you click on the individual network name in this report, you can see a breakdown of all the links of yours that have been shared on that network.

Tumblr shares of Buffer blog posts

2. Social media traffic

See how much social media contributes to your overall visits

All traffic channels to the Buffer blog

Where to find this report:

Acquisition > All Traffic > Channels

What this report tells you:

You can see your traffic sources at a high-level:

  1. Organic search (people clicking through from Google)
  2. Social (Twitter, Facebook, social visits)
  3. Direct (people typing your site in their browser or bookmarks)
  4. Referral (people clicking links from other sites to get to you)
  5. Email
  6. Paid search
  7. Other

With this info, you get a great sense of the importance of social media for bringing people to your site. If you ever need justification for focusing on social media, this report is it!

For the Buffer blog, we see 15 percent of our traffic from social, which accounts for nearly 150,000 visits each month.

Advanced:

Under the Acquisition > All Traffic category, you can click to view the Source/Medium, which will show you a granular break down of the search, social, and referral traffic. For a quick hack into your mobile vs. desktop traffic, look at how each social network URL is abbreviated. Twitter on mobile is represented by t.co, and desktop is twitter.com. Facebook on mobile is represented by m.facebook.com, and desktop is facebook.com.

In addition, to see the mobile vs. desktop traffic breakdown, you can add a Secondary Dimension to any view (by clicking the Secondary Dimension button at the top of any table). Type in “Mobile” and select “Mobile (Including Tablet).”

3. Landing pages

Landing Pages report for Buffer blog

Where to find this report:

Acquisition > Social > Landing Pages

What this report tells you:

Use this report to see your website pages that get shared most often on social media. For the Buffer blog in the past 30 days, our most-shared story is Andrianes Pinantoan’s guest post about Canva’s growth strategy.

Advanced:

You can click any link in this report to see the specific breakdown of networks where this content was shared.

4. Multi-channel reports

Multi-channel Funnel for the Buffer blog

Where to find this report:

Conversions > Multi-Channel Funnels > Overview

This report will work if you’ve got Goals set up for your website. (See below.)

What this report tells you:

The Venn diagram you’ll get on this report page shows the various paths that people take to convert through your website or blog. For example, on the Buffer blog, a good majority of people convert after coming to the site from organic search. A smaller—but still significant—portion convert after coming directly or clicking on a link from social media.

The overlap in the Venn diagrams represent visitors who might, for instance, click a link in a tweet first, then come back to the site directly later on to go through the conversion flow. And Google Analytics tracks all this, all the way through!

Advanced:

Further down into the Multi-Channel Funnels, there are some neat reports:

  1. Top Conversion Paths
  2. Time Lag
  3. Page Length

For Top Conversion Paths, you can see the frequency with which visitors take certain routes to conversion. For instance, I can see in my report that the most common path is a person visiting my site directly two times before converting. The top social path is a visit or two from social first, then a direct visit.BROUGHT TO YOU BY

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You can change the view here also by clicking on “Source/Medium Path” at the top of the chart to see the specific social networks involved in the conversion flow.

Top Conversion Paths for the Buffer blog

For Time Lag, you can see how many days come between first visit and conversion.

For Path Length, you can see a breakdown of how many paths are involved in each conversion typically. For my blog, the vast majority (75%) convert after one visit.

5. UTM campaign results

UTM campaign referrers for the Buffer blog

Where to find this report:

Acquisition > Campaigns

What this report tells you:

If you’re running a social media campaign, you can append the URLs you’re sharing with a UTM parameter, a bit of text that goes at the end of your link. Google’s free URL Builder is perhaps the simplest way to set these up.

Conclusion

Get your social media and marketing data in one place with our Google Analytics Social Media Dashboard. Our tool pulls in your Google Analytics data allowing you to easily analyze your performance across Facebook, Twitter, Instagram and more!

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