How to Use Google Analytics for Tracking Social Media Traffic?

November 4, 2018 by Team Vivirhub

If you have a website and you are also building traffic, but what do you know about your visitors?


Do you have any idea where they come from, or how engaged they are with your website or if they have converted as a reader, customer, or subscriber?


You can get valuable insights about your visitors that find you via social media, using Google Analytics for free.
Would you like to track social media traffic on your website?


In this blog, we’ll show you how to use Google Analytics for tracking social media traffic.



Why Google Analytics?



Google Analytics permits you to see where your visitors come from and if they engage with your content or leave immediately. Additionally, you can also set-up goals that match your business goals and measure if the visitors are meeting those goals.


With the Google Analytics tool, you can get valuable insights about your visitors. This analysis will help you identify the social media channels that send the most visitors back to your website to see which one needs more attention.
You can also discover about the visitors who come to your site from Twitter, Facebook, Google+ or other social media channels.


Additionally, we are going to share how to use the Advanced Segments feature to segment your social media traffic.



Benefits of Social Media Traffic Analysis


  • You can identify which social media channels send the most visitors to your website and which ones need your more attention.
  • By analyzing the time spend on your site, you can also figure out how engaged your social media visitors are. This data will help you to figure out if you are targeting the right audience or offering the right content.
  • You can compare the ratio of returning visitors vs. new visitors. For example, if the visitors are not returning more often, you might want to change your strategy to boost more engagement on your social media channels.


How to Interpret Your Social Media Traffic Data


By default, Google Analytics report displays the raw data of traffic in a tabular view. Besides the tabular view, Google Analytics also support the following views as well.


• Percentage: It shows a pie chart that demonstrates the contribution to the total for the selected metric.
• Performance: It displays the relative performance of the selected metric on a horizontal bar chart.
• Comparison: It shows the performance of the selected metric to the site average on a bar chart.
• Term cloud: This view is the best option for interpreting the keyword data. It displays a visual representation of keywords of your website.
• Pivot: It allows the user to detect data trends that user can’t determine otherwise. A user can rearrange the data in the table by pivoting the data on a second dimension.



How to View Social Media Traffic in your Google Analytics


Follow the steps given below to view the social media report of your site in your Google Analytics account.


Log in to Google Analytics account and select the website for which you’d like to view the social media traffic report.


In the left taskbar, click on Acquisition > All Traffic > Channels. You can view a detailed channels traffic report. Now click on the Social column.

After clicking on it will show you the social media traffic report of your website.


Use of UTM parameters for tracking social media traffic


What is UTM?


UTM stands for “Urchin Tracking Module.” The only important word you need to extract is “tracking.” A UTM code is a simple code that user can attach to a custom URL in order to track the traffic. UTM parameters enable Google Analytics to tell you where visitors came from as well as what campaign directed them to you.


UTM parameters creation using the Google Analytics Campaign URL builder


1. Go to Campaign URL Builder 


2. Now enter the URL of your social media page or post you want to link to, and then enter the values for the parameters you want to track.



3. Scroll down to find the automatically generated campaign builder URL


4. You can also click on Convert URL to Short Link to shorten the URL. It will redirect you to to shorten your URL.



Track the UTM parameters in Google Analytics


You can now gather and track data from your social media campaigns. Track traffic and conversions with Google Analytics easily.


To get started, log into your Google Analytics account > go to Acquisition > then All Campaigns



Now, you can scroll down to see a list of all campaigns you have created trackable UTM URLs for, with traffic and conversion rates.





That’s it!


If you have adequate user data in hand, to create and optimize your social media marketing strategy will become easier for you. And Google Analytics helps in accessing that data without having to run from pillar to post.


Now that you know how to use Google Analytics to track your social media traffic, put this knowledge into practice and get set to boost your social channel traffic, sales, and conversions.


We hope this blog post helped you to learn how to conduct a social media traffic analysis using Google Analytics.


These are just a couple of examples, but we would love to see what other experiments you’ve done. Leave your questions and suggestion in the comments box below.