Google has been busy diving into the social media realm. There is some debate on whether they arrived at the party too late, or just muddying the waters, but regardless, they have at least made the move to integrate their +1 buttons, as well as other social metrics into Google Analytics.
If you are using the latest version of Google Analytics tracking code (the async version), and you have added the +1 buttons to your site, Google will enable the new Social Plugin Tracking for the +1 buttons in your account. The new “Social” report will appear in your Visitors section.
Think of the social action as you would an advanced segment. It allows you to see how visitors that clicked the +1 button interact with your site, and how that might different from other social actions (if configured) or other visitors or segments. Do +1 visitors spend more time on site? View more pages? Spend more money? Convert better?
There are three reports that make up Social reporting: Engagement, Action and Pages:
- Engagement – allows you to see how social action visitors interacted with your site
- Action – shows you the total number of social actions (if configured) used on the site in one report
- Pages – compare all the pages on your site in one report to determine the where the most social actions are taking place
In addition to the Google +1 button integration, other social media actions can be included if configured. With a simple modification to the Google Analytics code by employing the “_trackSocial” method, you can now include other social actions like Tweets, Facebook “Likes.” It is similar to event tracking code.
If you are a current client of Lever Interactive and would like to set up social tracking, please contact your Account Strategist today for assistance.