Understanding Engagement Metrics in Google Analytics

Social media marketers have a lot of expectations when it comes to tracking user’s consumer behavior in the era of big data. Thanks to GA, we are able to dig deeper and prove the value of the online marketing efforts. Google Analytics provides deep and specific insights, which can paint a clearer image of how social media is involved in increasing website traffic and conversions. We compiled a list of the most insightful yet frequently overlooked reports, which will show you the full picture of how visitors are interacting with your website, thus helping you improve your social media strategy.


Most of you have used the Demographics & Interests report. Every social media manager needs to know the target audience for a particular campaign, which is why we need to make sure we’re getting the right visitors to the website. Google Analytics allows visualizing the basic demographics and interests information of our visitors. A good idea would be to create a filter in order to narrow down social media traffic separately.

User Explorer is a great report for drilling down to see a sampling of visitors encountered on your website. Despite the lack of details, it’s still helpful to see how repeat visitors entered the site, navigated through it, and when they returned. This information can help establish patterns and challenge assumptions about how visitors engage with your content.


We recommend you always create your own conversion goals and compare the performance of each individual one through the social traffic filter. The downside of this report is that it’s the “last click” attribution model and doesn’t account for the entire path.

Make sure you check Assisted Conversions to be able to paint a complete picture of the impact of different channel sources. It attributes sources that a user entered the site through in sessions prior to the final one where they took a conversion action.

Top Conversion Paths establishes the list of channels that drove visits earlier in the customer journey. This report is great at showing the specific combinations of sources driving visits to the site and frequency of the combinations.


Social Reports focus specifically on social media. You’ll be able to find a drill-down into social networks that account for most website traffic. Other useful insights include top landing pages from social, conversions specific to social media sites, and the user’s behavior on the website.


This report is a useful tool for a marketer to see how the particular business performs against the category. Benchmarking is essential for setting realistic expectations and objectives across different channels.

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