John Jersin, Google Analytics Product Manager, walks through Google Analytics' new social plugin tracking capabilities and success stories. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

1. Measuring Social
John Jersin
Product Manager, Google

2. Agenda
1 What is Social Plugin Analytics?
2 Tracking code setup
3 Case study
4 What else is going on with social?
5 Take action now!

3. What is Social Plugin
Analytics?
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

4. Measure use of social plugins on your website

5. What is social plugin tracking?
Social plugin tracking in Analytics
shows you:
• How social plugins are used
• Behavior of socially engaged users
• Comparative performance of different social plugins
• What content is socially engaging

6. How to setup tracking
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

7. Setup for +1 button
Setup for the button: None
The +1 button on your website is already tracked.

8. Setup for other networks
Other social buttons require a small javascript change to your
website.
When a social plugin is used call this method:
_trackSocial(network, action, target_url);

9. Setup for other networks
(Example: Facebook Like)
<!-- The Facebook Like button itself: -->
<script src="http://connect.facebook.net/en_US/all.js#xfbml=1"></script>
<fb:like></fb:like>
<!-- Using the Facebook button API to call Analytics: -->
<script>
FB.Event.subscribe('edge.create', function(href, widget) {
_gaq.push(['_trackSocial',
'Facebook', 'Like', 'http://fun.com']);
});
</script>

10. Case Study: MilkADeal.com
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

11. MilkADeal.com
• Daily deals site.
• Social interactions spread the word, bring in more
visitors, and allow for larger group buys.
• Implemented GA social plugin tracking in just a few
minutes

12. Tracking Social Interactions
Google Confidential and Proprietary

13. What value do socially-engaged visitors hold for
us?
Google Confidential and Proprietary

14. Overview of Socially-Engaged Traffic
Google Confidential and Proprietary

15. Where are the conversions?
Google Confidential and Proprietary

16. Encourage more email sharing
Google Confidential and Proprietary

17. What else?
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

18. What else is going on with Social?
• Social Plugin Analytics
• Google Plus
• PostRank acquisition

19. What can you do right now?
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

20. What can you do right now?
[1] Get the +1 button from google.com/+1
[2] Get the tracking code for other social plugins from
code.google.com/apis/analytics
[3] Look at the social reports in Analytics and optimize your
social experience.

21. THANK YOU