Social Visitors Flow in Google Analytics

Google Analytics recently introduced the Social Visitors Flow report. This report displays how visitors from any of your social media pages (Google+, Facebook, LinkedIn, Twitter, etc.) find and then navigate your website. With this report you can determine which social networks provide the most visitors to your website and how they assist in conversions. It also allows you to see what content is most popular among social media visitors or if there is a need to improve, optimizing your visitor’s engagement.

By analysing these interactions, you can establish what visitors are looking for in your website, how successful your pages are and if they are going through your conversion funnel.

To find the Social Visitors Flow in Google Analytics, click on 'Traffic Sources' > 'Social' > 'Social Visitors Flow'.

This flowchart shows the top landing pages (starting pages), the pages they visited (interactions), the flow between these pages (shown in blue), and the drop off rate (shown in red).

In this example we can see that LinkedIn is the social media site that is driving the most traffic to the website.

Hovering over a specific node or page you can see in more detail how many visitors have come to that specific page, how many of them dropped off and how many continued to another page on your site.