The influence of social factors is increasing, so it is extremely important to track transitions from such sites. Knowing where the most quality targeted traffic comes from, you can improve behavioral factors and increase the flow of visitors from an effective source. This data helps track the Google Analytics tool.
In GA, the report on social channels is located in the tab Traffic Sources - Social Functions - Transitions from networks. You can quickly understand where the most signals come from by going to the Chart tab. There is also information about traffic as a percentage of each of the social networks.
If you change the ranges of date values, you can compare the indicators for different time intervals. By tracking the dynamics, the optimizer draws conclusions about how the resource is developing, whether it is gaining popularity among social users or, on the contrary, does not arouse interest. GA allows you to understand on which social networks it is better to focus attention, on which networks users improve and worsen behavioral factors.
Thus, in the Additional Parameter drop-down list, another criterion is set, for example, the viewing depth, from which it is concluded that users of various sites are interested. In the same place you can set "Full url of transition" to clarify exactly which posts led to your visitors page.
In the general traffic flow, users from social networks take a certain place. The Channels tool helps to accurately determine its percentage of total attendance.
Among the sources of visitors, the reports show organic traffic from search engines, social sites, third-party sites, e-mail (e-mail newsletter), paid search advertising (contextual ads). Analysis of the share of social users in the total attendance allows you to understand how the project is promoted in social networks, and outline the further scope of work in this direction.
The report also sets additional parameters. By adding the column “Device Type”, you will find out how much mobile or desktop traffic comes from social networks.
If the corresponding GA targets are configured in the project, a report will be available at Conversions - Multichannel sequences - Overview . Using the diagram, you can find out which visitors from which traffic source performed the most targeted actions. It also shows the conversion paths that appear on the graph as intersections of circles. So, you can see the percentage of visitors who came from Twitter and after a while visited the site again, having already made a direct transition and accomplished the targeted action.
With the help of the tool "basic conversion paths" you can trace the frequency of choosing certain paths that precede the goal. So, a certain percentage of people may go to the site twice before making a purchase from different sources: the first time from an organic issue, the second from social networks.
“Time to Conversion” is an important report that tells the webmaster how long it took a person to make a decision about a targeted action. The Sequence Length tool provides insight into the length of a custom path before a conversion is completed. For example, the tool shows the number of people (in%) who ordered something from the online store from the first call.
When campaigning in targeted advertising on Vkontakte or another social source, it is important to understand which promotional materials and sites offer conversions and which are unprofitable. By adding UTM tags to the URL, you can clearly segment your visitors and remove ineffective advertising methods.
To see how traffic is distributed among the created tags, you need to go to section Traffic Sources - Campaigns . It can be used to analyze how many visitors spent time on the site, from which advertising sources they came from, what% of refusals, etc. In other words, the report shows the degree of interest of users by the offered product / service.
Thus, competent analytics and good tools allow you to squeeze the most out of social traffic, significantly increase it and improve the quality.