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Create a Social Media Traffic Report in Google Analytics

You can create as many reports with social media metrics as you like, so instead of trying to cram all your data into one report, think of how you want to use the data and create reports that help you funnel what you learn into something useful.

Say that you want to set up an example of a useful advanced segmentation report in Google Analytics that focuses on social media traffic. This report would tell you how effective your social media efforts are. To set up an advanced segmentation report:

  1. Inside Google Analytics, click the New Custom Segment button under Advanced Segments.

  2. Name your new segment.

    Something like Social Media Traffic is good because it helps you remember what you'll be gathering data on.

  3. In the drop-down menus, create Includes for each network by selecting Include.

  4. Next to Include, select Source from the drop-down menu in green.

  5. Add your source URL without the http://.

    For example, add plus.google.com.

  6. Add an OR statement so that your report catches all traffic from
    all sites.

    If you were to add an AND statement between each site include line, you'd only get results that came from all sites simultaneously — not likely to happen!

  7. Repeat Steps 3, 4, and 5 for as many social network sites as you want to track.

  8. Save your changes.

What about other criteria? Location segments can be useful if you are looking to break into a new market or to test how you're doing in your existing market.

To set up a location segment:

  1. Inside Google Analytics, click the New Custom Segment button under Advanced Segments.

  2. Name your new segment.

    In the same section of your analytics dashboard, start a New Custom Segment.

  3. In the drop-down menus, create Includes for each network by
    selecting Include.

    Your first Include should be your country or territory if you want to track location.

    You can also add additional conditions to the report.

    Some conditions you may want to include are connection speed (if you're looking for broadband saturation) and time on site (if you're judging stickiness in a new territory).

  4. Test your segment.

  5. Save your segment.

In the new Google Analytics, if you want to build layered reports, you need to add New Custom Segments each time and then come back to the Advanced Segments dashboard and apply them to the overall report. So, for example, to add to the Geolocation Report, you'd go back in and create the "time on site" condition, save it, and then apply it from the dashboard.

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