Social media can have a real impact on business objectives related to your website, but it doesn’t always occur during the session where the social media source was the referrer. Instead a social media referred visitor may come back at a later date via a different source to convert. With last-click attribution, you won’t know that a social media source assisted on that conversion.
Thanks to Google Analytics’ recently released Multi-Channel Funnel reports, you can now see how many conversions were assisted by social media. Below are the three easy steps to take to get you on your way.
Make sure you are using the latest version of Google Analytics. If you are not, make sure you start using it as there are some nice new features that are included in addition to Multi-Channel Funnels.
Once you are in the new version of Google Analytics, open the Multi-Channel Funnel report section under My Conversions.
Now that you are in the Multi-Channel Funnels section of Google Analytics, open the Assisted Conversion report.
Make sure you are using the latest version of Google Analytics. If you are not, make sure you start using it as there are some nice new features that are included in addition to Multi-Channel Funnels. Google Analytics has created a set of segments that the Assisted Conversions report will default to. One of these default segments is called Social Network. According to Google Analytics, this segment is made up of visits from any of approximately 150 social networks (that are not tagged as ads). This may not contain all social media sites that are relevant to your business, but it should be an excellent start.
Looking at the Social Network segment will allow you to see the number of assisted conversions along with the assisted conversion value. An interesting metric to look at in this report is Assisted / Last Interaction Conversions. The greater the number is for a segment, the greater its overall impact is on earlier stages of the purchase process. The lower the number, the greater impact it has on closing a purchase. What I’ve found is that the social media segment almost always has its greatest impact early in the purchase process. That does not, however, mean it is going to be true for your site as well.
This report will be a good starting point to see social media assisted conversion. You should then begin to explore some of the other reports to gain even greater insights into the role that social media plays.
Once you become familiar with the reports, you may realize that you need more control over the channel groupings. This is accomplished by creating custom Channel Groupings which allows you to create segments based on any criteria you define.
Details on how best to utilize Channel Groupings from a social media perspective will be the topic of my next post. Until then, enjoy exploring the impact that your social media referred visit segment has beyond the last click conversion.