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How to find out how social media works with Google Analytics

If you operate social media such as Facebook pages , you can check the results with Google Analytics.

In particular, there are reports unique to social media , such as the reaction to the access status in real time, and it should be impressive. On the other hand, there are some things that cannot be done, so you need to be careful, so we will introduce important indicators and operations including those.

Find out about attracting customers via social media

You can quickly see how much access you have via social media using Google Analytics.

With Google Analytics, you can see the access status in real time. If you do the above, the access labeled Social will be via social media .

If you have a certain number of followers and friends, you can see how they start to be accessed from the moment you post.

Search from channel (Social)

With this menu operation, you can grasp the access status via social media such as Facebook and Twitter . You can see if it is proportional to the number of posts, whether it is Twitter or Facebook, and so on.

In addition, at the time of submission as described above, want to direct link to the destination parameter by attaching (see the article of the para-meters), you can also see whether the access from any post.

prefix that allows you to add operational information to an address, called the “?” Or “&” parameter. At the beginning, use “?” And connect the words between them with “&”.

utm_source Set the medium name,
Facebook or Twitter .

utm_medium Specify the major categories of access source media such as
social for social, email for e-mail newsletter , and CPC for listing ads .

home page name of the operator is arbitrarily put. It is used when you want to classify advertising campaigns . In the above example, it can be interpreted as posting to Facebook on the morning of April 1, 2014.

Referral from channel

Social media is unfortunately not classified correctly. It is, Google all relevant home around the world also in the side of the page because it is difficult to grasp.

Above all, Twitter is derived site referred to as, Twitter from the data third party created Twitter home than the page you there are many. In most cases, URLs start with tw, such as http: // tw ~, so it’s a good idea to visually aggregate them.

Check from channel (Direct)

Social media is often via apps . They are classified as Direct . Here the application will be put is “access from unknown sources” other than. So unfortunately I don’t know the details. Let’s refer to it as a rough number.

If you add the above parameters , they will be classified correctly and you can improve the accuracy.

Measure the effectiveness of social media

This operation is limited to those that have achieved the goal (see the “Goal Setting” article), but social media etc. can understand the involvement of access before the goal is achieved. The first visit was Facebook, but the goal was achieved by the third access via search.

Even if you’re not doing well via social media , check out this report to see the indirect effects . Even if it doesn’t have a direct effect , it may contribute to interacting with users and building relationships of trust.

In the figure above, you can see that the social network has an assist conversion value

About measuring social buttons

If you install the “Like” button measurement program provided by Google , you can check the number by the above menu operation.

However, skills are required to incorporate it, such as the method of embedding is different between Twitter and Facebook, and the operation must be verified in the first place. As a guide for measuring the accuracy of content , if you really want to measure it, you should contact the creator.


Google Analytics looks for access from social media . Let’s understand the effect of posting on Facebook pages and tweets on Twitter that we post every day, and use it to improve the accuracy.

In addition, it is a good idea to check not only whether it contributes to attracting customers, but also whether it indirectly contributes to results, etc., and use it as a hint for utilization.

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