In this series of articles, I’ve been talking about what types of social media analytics my library tracks. We’ve already discussed Activity Metrics, Audience Metrics and Engagement Metrics. Today we’ll cover Referral Metrics.
Time for referral metrics. What’s that? A referral is simply getting someone from one thing to another (i.e., you’ve “referred them”). For example, from Facebook to your website. Thankfully, Google Analytics now counts referrals.
To get there, open up Google Analytics. Go to Acquisition, then click Social, then Network Referrals.
There, you’ll find a handy-dandy report of website visitors that started off in a social media page, and ended up on your website. I count the Sessions number for each of the four social media channels that I’m tracking, and then add those together. For May, we had 865 referrals to our website from social media.
This is a pretty useful number, because it shows interest. Someone was interested enough in something you mentioned on one of your social media channels to actually click through to your website. Nice!
Pic by Stuart Pilbrow