1. Measuring Value in the Social Funnel
New
Repor)ng
for
Social
Media
Justin Cutroni
Analytics Advocate at Google
+Justin Cutroni
@JustinCutroni

2. Social Media…
Blah
Blah
Blah
Complaint…
Complaint…
Blah
Blah
Blah
Complaint…
Complaint…
Blah
Blah
Blah
Complaint…
Complaint…
… it’s not just conversations.

4. Return The Focus to The Business
Acquisition
Engagement
Conversion

5. Return The Focus to The Business
• Social Sources
• Social Pages
• Social Plugins
• Social Visitor Flow
• Social Conversions

6. • Where did they
come from?
• How do they
interact with my
content?

7. Social Visits
Total Visits
Social
Networks
NEW! Social Data Hub partners!

8. What’s Happening off site?

9. Social
Data
Hub
partners
send
off-­‐site
ac5vi5es
to
Google
Analy5cs

10. Count of data hub activities…
…Grouped by social content (URL)

11. Social actions are specific to each
social network.

12. Activity Stream:
Detailed information
from a data hub.

13. Conversations: Any activity that involves a
long text entry.

14. Events: Any activity that does not
include a long text entry.

15. Del.icio.us Data: bookmark

16. Social Hub data is different from one
partner to another.
BECAUSE
EACH
SOCIAL
NETWORK
IS
DIFFERENT.

17. By the way…
Link to ripples, pages, etc. to learn
more about who these people are.

18. • What do they do on
the site?
• Which content do
people share?

19. Standard On-Site Behavior Metrics

20. Tracking On-site Social Activities
_gaq.push([
'_trackSocial',
network,
socialAction,
opt_target,
How often do people
opt_pagePath
use these things? ]);

21. Segment by Social Source & Action
Website Content On-site Actions

22. Traffic Flow Insights
How do people, from social
media sources, navigate my site?

23. ~40% Start on these pages…
but don’t get very far

24. • What is the impact
of social?
• Do people convert now?
• Do people convert later?

25. Direct Conversion from Social
Goal
Multi-touch data
Conversions & value
from social sources

26. Use Assisted Conversions to
> 1.5 Upper Funnel
get a multi-session view of ~ 0 Lower Funnel
social sources.

27. Look for Social Data Hub Partners.
What actions happen on their network?

28. Traffic Sources > Social > Overview Report

29. One more thing…
Customiza)ons
using
Social

30. Leverage Social Customizations

31. Leverage Social in Customization

32. Key Takeaways
• Use the Social Conversions Report to
measure the direct, and assisted value from
social.
• Analyze behavior of socially engaged visitors.
Are they different?
• Learn what content is popular on various
social networks. Can you create more content
and share?

33. Thank you.
Please
keep
in
touch.
Justin Cutroni
+Justin Cutroni
@JustinCutroni