google analytics

Track Social Media Marketing Success with Google Analytics

Are you getting the engagement you want? How about the traffic you need to rank your Page or posts on search results? Here’s a pro tip – use Google Analytics to know how well your brand is performing on social media. Read on.

Two goals tend to go up to the surface when asking why brands use social media to promote their products or services. The first goal is to increase audience engagement, and the second goal is to generate traffic and drive prospects back to their website.

Engagement is easy to measure – you can even use each platform’s analytics tool to track it. But when it comes to social media traffic, knowing if your audience is visiting your website isn’t as easy as it seems.

Luckily, by using analytics tools, you will be able to determine if your social media marketing efforts are really paying off.

Google Analytics + Social Media = Business Success

Google Analytics is a premium service offered by the platform for free. It helps businesses and marketers track the performance of their marketing efforts with ease. On top of that, combining Google Analytics with social media marketing can benefit your business in the long run.

It will give you a detailed report on your social media traffic, which will allow you to:

  • Identify which platforms send the most visitors to your website page or blog, and which channels need attention or improvement.
  • Figure out how engaged your social media audience and followers are.
  • Know if you are targeting the right people or if you are posting the right types of content.
  • Compare the ratio of return visitors vs. new visitors on your website.
  • Compute the ROI for the social media campaigns you run.
  • Track the networks that provide you with lots of traffic.
  • Measure the conversions you receive from each platform.

How to use Google Analytics to track social media campaigns

Now that you know how this powerful tool can help level up your social media marketing strategy and campaigns, it is now time to put it to the test.

Here’s a quick guide on how you can use Google Analytics to your advantage:

Measuring social media traffic

Begin by logging in your Google Analytics account. Go to its dashboard and click on Acquisition – Traffic – Channels. Then, go to the Social tab. This tab will show all the social media platforms you use for your business, as well as the traffic report of your website.

The metrics that you will find on the Google Analytics report can tell you the:

  • Demographics of your audience
  • Bounce rate
  • Number of visitors who stayed on one of your web pages
  • Number of transactions you received based on your campaigns
  • Number of social media users who engaged with your posts
  • Number of email traffic you generated

Use UTM parameters to your social media posts. They will be reported to your Google Analytics account, displaying which platforms drive the most traffic to your website, as well as the content type visitors are interested in.

Pro Tip: Google Analytics report is in tabular view by default. But you can change its view to be able to interpret the data with ease. You can choose from the following report view options below:

  • Performance – Shows the relative performance of the metrics you choose. It is viewed in a horizontal bar chart.
  • Term Cloud – If you want to interpret the keyword data of your website, this view can be your best option.
  • Comparison – It presents the performance of the chosen metrics to the site average. It is viewed in a bar chart.
  • Percentage – Displays the performance of the selected metrics. It is viewed in a pie chart.
  • Pivot – Determine the data trends that you can’t detect. You can rearrange the data in the table by moving them on a second dimension.

Measuring social media campaign ROI

Determining your social media goals is important, not just in measuring your return on investment, but also in creating an effective marketing strategy. It’s a great way to determine if you’re growing and getting the results you want. So, list down your goals and start tracking them.

To evaluate the performance of your marketing campaigns, check your Google Analytics on a regular basis. Always track how much website traffic you’re getting. Then, continue to optimize your strategy and campaigns.

These efforts may be time-consuming, but in the long run, they will ultimately improve your return on investment.

Social Media ROI is defined as the result that you can get from your social media marketing strategy. The returns that you get will be determined accordingly through the number of efforts given in terms of customer satisfaction, brand awareness, and revenue generation. So, you should really bring up your A game.

Here are some of the social media metrics that can help measure your ROI:

  • Traffic and leads generated
  • Audience reach
  • Social media costs
  • Total number of sign-ups
  • Customer engagement
  • Conversion rates
  • Capital produced
  • Number of booked appointments
  • Generated revenue

As you gather your metrics, compare the results with your social media goals to determine what’s working, and what needs to be improved. As you determine these factors, update your strategy to get better results.

On the other hand, if a platform or one of your campaigns isn’t performing as you expected, don’t be afraid to move them away.


Understanding social media analytics is very important in making the right marketing decisions. It will help you drive traffic, leads, conversions, and ultimately sales. Use Google Analytics in measuring the success of your social media strategy and campaigns – it is one of the best tools that can help you in reaching your goals.