Still stumped by social media? Google wants to help figure out what’s working

Want to find out how your Twitter and Facebook posts are affecting your bottom line? Google’s new reports might provide the answer.

If you’ve been wading through the sea of tools that claim to measure exactly how your social media campaigns are benefitting your business’s bottom line, Google is betting it has the solution you’ve been looking for.

Over the next few weeks, the search giant will be rolling out a new set of reports within Google Analytics it says can help measure social media activity on and off your website, across networks including Facebook, Twitter, StumbleUpon and, of course, Google+. According to a Google blog post, there are three main goals the reports can help marketers accomplish:

• Identify the value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions.
• Understand social activities happening both on and off of your site to help you optimise user engagement and increase social key performance indicators (KPIs).
• Make better, more efficient data-driven decisions in your social media marketing programs.

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