Although Google+ was officially shut down for consumers in April 2019, many people still refer to Google’s various analytics tools and features that can be used for social media insights. If you’re looking for ways to analyze page performance on platforms similar to Google+, or if you’re interested in general social media analytics, here’s a guide on how to use Google’s tools effectively:
Using Google Analytics for Social Media Insights
- Link Google Analytics to Your Website
- Ensure your website is connected to Google Analytics. This involves setting up an account, creating a property for your website, and adding the tracking code to your site.
- Set Up Goals
- Define what actions you want users to take on your website (e.g., sign-ups, purchases, etc.) and set these as goals in Google Analytics. This will help measure the effectiveness of your social media efforts.
- Monitor Traffic Sources
- Navigate to the Acquisition section in Google Analytics. Here, you can view how much traffic is coming from social media channels. Click on Social > Network Referrals to see which platforms are driving the most traffic.
- Analyze User Behavior
- Use the Behavior section to understand how users from social media interact with your site. Look at metrics such as bounce rate, pages per session, and average session duration to gauge engagement levels.
- Identify Conversions
- Check the Conversions section to analyze how social media traffic contributes to your overall goals. This can help you identify which social channels are most effective at driving conversions.
Utilizing Google Search Console
- Set Up Google Search Console
- Like Google Analytics, set up Google Search Console to monitor your site’s presence in Google Search results. This tool can provide insights into how your pages perform in search and their visibility.
- Check Performance Reports
- Access the Performance report to see how your pages are ranking for various keywords, their click-through rates (CTR), and the average position in search results. This information can help you understand what content resonates with your audience.
- Examine Page Indexing
- Use the Coverage report to ensure that your pages are being indexed correctly. Look for any issues or errors that might prevent your pages from appearing in search results.
Social Media Analytics Tools
If you want insights similar to what Google+ Insights provided, consider using dedicated social media analytics tools. Here are a few popular options:
- Hootsuite
- Hootsuite allows you to track your social media performance across multiple platforms. You can create custom reports, track engagement, and measure the success of your campaigns.
- Buffer
- Buffer offers analytics for your social media posts, helping you understand which types of content perform best. You can analyze engagement metrics and optimize posting times.
- Sprout Social
- Sprout Social provides detailed reports on social media performance, audience engagement, and brand awareness. It also offers competitor analysis features.
- Facebook Insights / Twitter Analytics / Instagram Insights
- Each social media platform has its own built-in analytics tools. Utilize these to gain specific insights into engagement, reach, and demographics on each platform.
Analyzing Insights for Improvement
Once you’ve gathered data from these tools, follow these steps to analyze and improve your social media strategy:
- Identify High-Performing Content
- Look for trends in the content that performs best. Is it video, images, or articles? Use this information to shape future content strategies.
- Adjust Posting Strategy
- Based on engagement metrics, determine the best times to post and the frequency of your posts. Tailor your strategy according to when your audience is most active.
- Test and Experiment
- Use A/B testing to experiment with different types of content, visuals, and calls to action. Analyze the results to refine your approach continuously.
- Engage with Your Audience
- Use insights about your audience demographics and behaviors to create more targeted content. Engaging with your audience can also improve loyalty and increase shares.
Conclusion
While Google+ Insights is no longer available, there are various tools and strategies to analyze page performance on social media effectively. By leveraging Google Analytics, Google Search Console, and dedicated social media analytics platforms, you can gain valuable insights that will help enhance your social media strategy and drive better results for your business.