This Morning MIMA (Minnesota Interactive Marketing Association) hosted Adam Singer from Google Analytics where he talked about social and mobile measurement. These can be two of the more challenging sources of data for marketers, so not surprisingly, the event was sold out.
Adam started his presentation discussing some of the challenges facing mobile analytics and how some of the newer social reports in Google Analytics can help marketers. I’m going to focus my recap on this portion of the talk and save the Google Analytics for Mobile apps for another day.
He presented data from Google’s own research and commissioned studies that are worth repeating:
- Google has found that on average there are 4.3 interactions between a site and a customer over two days prior to a conversion.
- 57% of people talk more online than they do in real life
- 1 in 4 search results are for user generated content.
Adam then moved into a review of the new social media reports that have been added to Google Analytics. These standard reports can now be found under Traffic Sources. While they are not perfect, they can help you understand the importance and value of these channels. If you have not utilized these reports yet, definitely do so.
Of these reports I have found the Overview and Social Visitor Flow to be the most useful, and they both work together to show how visitors move from a social network to a site conversion. I’ll leave you with one quote for Adam that all performance marketers should keep in mind when analyzing this data: “It is not the number of fans or followers, but what you do with them.”