The following is a guest post by Amanda Strouse. Amanda is a social media marketing manager and writer for Bloominari, a leading bilingual digital marketing company located in San Diego, California, providing business strategy, marketing, content, and design solutions for small businesses in San Diego and across the country. Bloominari is a small business strategy and marketing firm by choice – the agency loves working on challenging projects and developing lasting partnerships with clients in all types of industries. Whether you have sophisticated social media management software that provides analytics and reporting capabilities, or a very basic social media management program that doesn’t provide much data about your posts and reach, you’re not getting all the information you need. Google Analytics helps marketers to really dig in and understand who their target audience is, where their target audience finds the website.

If you’re not using Google Analytics concurrently with social media metrics, then you’re missing out on a huge part of what makes up your complete inbound marketing picture. Here are eight Google Analytics reports that can show you critical information to improve your social media marketing efforts. Before you read any further, we have several resources that show you exactly how to use social media to get massive traffic and leads. For example, take a look at the following: FREE Step-by-Step Twitter Marketing Guide FREE Pinterest Marketing Ebook. If you’re not using Google Analytics, you’re missing out on a huge part of what makes up your inbound marketing picture. The key is to know your audience and not assume that your audience will never change.

Source/means Of Acquisition

Just as important as the information mentioned above, you need to know where your website visitors are coming from. Take a look at this report to see all site traffic and assess where social media fits in. Hey, before you read on, we have several FREE detailed guides on similar topics that you can download. For this post, check out: FREE Workbook: create awesome blog posts. FREE Beginner’s Guide: START A BLOG. Are any of your social media platforms one of your key inbound traffic strategies? Hopefully, and if not, find other successful referral sources and try to figure out. Why they get more clicks than your social media pages. What other information or links do you have on these most successful referral sites that are not mentioned in your social media presence?

This report shows the Google search terms that people first used. Found a link to your site, and then clicked to go to your site. Use these search terms to find out what people are questioning or interested in. Then you should use these themes for social media post ideas (and blog post ideas). The most popular pages on your website will be the pages that you want to regularly mention on social media. This report lists the most popular pages on your site and also shows the average time on page, number.  Of site hits on this page, and bounce rates once a site visitor is on this page. This is all very useful information because it reveals which pages most people find valuable on your site, and those are the pages you’ll want to make sure you link to in social media posts.

Social Landing Pages

Take a look at the list of shared URLs (of your website) that are most frequently clicked on in your social media presence. Use the most popular pages for future social media posts. You’ll also want to consider the amount of time you spend on each page because if there’s an extremely popular page. Where people spent a short amount of time (like 10-20 seconds). Just to click a certain link to go to another page to several minutes. It is this last page that you will want to share on social networks. If you’ve never used User Flow reports in Google Analytics, you’re missing out on some really interesting and useful data! This illustrates the path your visitors take, starting with the social media site. Then the home page the first URL they click on while visiting your social media page.

This information can be incredibly useful because it can show you. Which pages are driving churn and which pages are successfully influencing people to visit other pages. This will also show how many people originally from which social media sites visit your Contact Us page. Other lead capture form pages, or product order pages. Use this report to see exactly which social media channels produced a conversion. Top 8 Google Analytics Reports for Social Media Management. This is critical information need to establish ROI on social media marketing efforts. But remember that it’s entirely possible, and probably more likely than not, for someone to visit your website for the first time after seeing it on social media, and then come back later to buy or contact your business. That’s why it’s extremely important to have a lead source field in your CRM.

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