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How to analyze social traffic from Google analytics- An Essential Guide (2020)


As you can easily understand from the title, we will discuss how Google Analytics can help us analyze our website’s social traffic.


The question you might have on your mind is, why we need to understand our social traffic ratio on Google Analytics?


So, before answering that, let’s assume you all understand why Google analytics is important in general – if that’s the case, let’s move on.


According to Statista, 4% of overall traffic comes from social media and 5 % from mobile visits.


For any website, you need to know the ratio of traffic coming from social media, organically, by referral, or directly.’


Moving towards the topic, let’s jump to how Google Analytics can be used for finding social traffic.


The First Step is to log in to your Google Analytics account and then click the Acquisition tab. After you have done that, click the ‘Social” tab.


The next step you need to take is clicking the social tab, and it shows you these 06 subcategories.

The overview tab will provide a quick overview of which channels perform better for driving traffic to your website and using those analytics. You can assess what you are doing wrong and where your site needs improvements.

We will discuss all of them step by step so you all can easily understand how it can be done and how they all can be utilized.



First, let’s go through what you will see under the overview tab.

As you can easily observe which social media channel is performing better, and from that, you can change or upgrade your social media strategy.

Moreover, after viewing an overview report from your social report is asses what social media is helping your website get more traffic and where you need to improve.

Before making any decision, we should keep in mind what channels suit your business because maybe the channel that is not performing better is not good for your target audience. If that’s the case, avoid the report.


Network Referrals:

In your Network referrals tab, you can find out your session duration, page view on a specific channel.

For example, my report says Facebook is doing better for me in a specific month. What I can do is find what posts did better for Facebook and why? After knowing that, I can improve my strategies for other channels so they can improve too.

Do keep in mind keeping the same strategy for all your social channels can get you in trouble.

If you are a single blogger, don’t go for all social media channels. Just focus on the channels that can work best for you.

On the other hand, if you have a strong team, you don’t need to worry about it.


Landing Pages:

Moving on to the third subcategory, it’s the traffic from your social channel to a specific page on your website. It provides all the detail about which page the user went to and the average duration of that visit, which helps to know which pages users like most.


User Flow:

Finally, it provides a user flow chart by seeing that we can assess all the pages that are getting more traffic and those who are not. Using all this information and improving our social media strategy can improve our website ranking even better.

I will be writing a full blog on installing and using Google Analytics in detail soon, so stay tuned!