When you have an on-going social media strategy, measuring likes and follows is one thing, but seeing what drives traffic and conversions to your website is what truly shows results.
And whether you are trying to see what channels need more attention, or which has been performing above the rest, there is a simple way to find out.
Social Breakdown in Google Analytics
Much like we use Google Analytics to track success across the internet, it also has the ability to analyze site data when it comes to social media as well.
If you navigate to Acquisition > All Traffic > Channels, you should see a group labeled “Social” in the chart. Click on social, and you will then be taken to another chart that goes into each individual social media site you have gotten traffic from:
And if you have goal tracking or eCommerce in place for your analytics profile, you will be able to see how many form submissions, phone calls, downloads, or purchases were made from these channels at well.
If you don’t have goal tracking in place, you can learn more about the different types of goals you should be tracking in our Google Analytics blog post. And for help setting up goal tracking in GA4, see our helpful guide.
The Case for Social Media Marketing
On top of the data you see in Google Analytics to make decisions on how to adjust your strategy, here are some statistics on popular networks that can further help:
- Facebook
- This social network is the world’s 3rd most visited site, after Google and YouTube, with 74% of users logging in daily
- Users spend an average of 11 minutes on Facebook per visit, and/or around 38 minutes per day
- If you are wondering what type of posts you should leverage on the site, video is actually the most successful content type, so develop some content ideas with that in mind
- Instagram
- 500 million users open Instagram Stories every month
- Just like Facebook, video is actually the most successful post type
- 92% of users say they’ve followed a brand, clicked on their website, or made a purchase after seeing their product or service on Instagram
- Twitter
- Twitter users are more likely to prefer “culturally relevant” brands
- Twitter is the 13th most used social media platform, with around 340 million users
- Tweets with hashtags get 100% more engagement while tweets with video get 10x more engagement
- LinkedIn
- LinkedIn gains two new members every second
- 97% of B2B marketers use LinkedIn for content marketing
- LinkedIn generates twice as many leads as the other social platforms
- YouTube
- YouTube is the 2nd most visited site after Google
- Users watch 1 billion hours of video on YouTube every single day
- 80% of people watched a YouTube video as part of their buying process
- Pinterest
- 28% of Americans use Pinterest, making it the 4th most-popular social platform in the U.S.
- 75% of Pinterest users are “very interested” in new products
- Pinterest users are 29% more likely to try new products that launched in the last 10 months
Read More on Social Media
- Which Social Media Platform Is Right for You?
- The Importance of a Social Media Strategy for Your Website Health
- What Can the Cleveland Indians Teach Us About Social Media Practices?
- How the MLB Utilizes Social Media in Its Marketing Efforts
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