{"id":206646,"date":"2025-04-26T10:51:32","date_gmt":"2025-04-26T10:51:32","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/how-to-use-ga4-to-track-social-media-traffic-6-questions-answers-and-insights-video\/"},"modified":"2025-04-26T10:51:32","modified_gmt":"2025-04-26T10:51:32","slug":"how-to-use-ga4-to-track-social-media-traffic-6-questions-answers-and-insights-video","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=206646","title":{"rendered":"How to Use GA4 to Track Social Media Traffic: 6 Questions, Answers and Insights [VIDEO]"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<section id=\"pageblock-block_5ed66bd74910bc11ace6c749ee73ca0c\" class=\"pageblock js-pageblock pageblock--oms-article-content bg-color-white\">\n<div class=\"pageblock__inner\">\n<div class=\"container-fluid\">\n<div class=\"row g-3 g-xl-5 justify-content-center\">\n<div class=\"col-12 col-md-2 col-lg-2 d-none d-md-block\">\n<div class=\"author__image ratio ratio-1x1\">\n                        <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2023\/06\/Andy-Profile-600.png\" class=\"attachment-small-square size-small-square\" alt=\"\" \/>                    <\/div>\n<div class=\"author__name small\">By Andy Crestodina<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-md-9 col-lg-8 col-xxl-7\">\n<div class=\"pageblock-content u-spacing ms-0\">\n<p>Social media marketing is hard work.<\/p>\n<p>It takes a lot of time and energy. Connect and share. Listen and engage. Publish and promote. Be consistent.<\/p>\n<p>Usually the list of social media marketing goals includes \u201cbrand awareness\u201d and \u201cdrive website traffic.\u201d <em>But how well is it working? Which social media channels are bringing in visitors? What are they doing?<\/em> As soon as you start sharing content on social media, you start asking:<\/p>\n<h3>\u201cHow do I track social media in Google Analytics?\u201d<\/h3>\n<p class=\"VideoEmbed-videoContainer\">\n<p>Of course, you have all kinds of social media data right in front of you. There are likes, shares, comments and followers. It\u2019s a data-rich channel with tons of metrics. But some of these are the <a href=\"https:\/\/www.orbitmedia.com\/blog\/content-marketing-metrics-to-track\/\">least useful marketing metrics<\/a>. They don\u2019t necessarily translate into website traffic or engagement.<\/p>\n<p>This post shows the step-by-step process for answering each of these questions using GA4.<\/p>\n<ul>\n<li>How much traffic comes from social media?<\/li>\n<li>How does social media traffic compare to other traffic sources?<\/li>\n<li>Which specific social media channels send the most traffic? The best traffic?<\/li>\n<li>Which articles get the most traffic from social media?<\/li>\n<li>Which social media campaigns attract and convert visitors?<\/li>\n<li>How is paid social traffic different from organic social traffic?<\/li>\n<li>How is social traffic different for mobile and desktop visitors?<\/li>\n<\/ul>\n<h2>How much social media traffic are we getting?<br \/>\nHow does social media traffic compare to other traffic sources?<\/h2>\n<p><em>Acquisition &gt; Traffic acquisition report, set to \u201cSession primary channel groups\u201d<\/em><\/p>\n<p>We\u2019ll start with two big questions. They\u2019re easy to answer and the insights are good. Here\u2019s how to see the top-line traffic from social media, relative to your other traffic sources, using some of the most useful metrics in Analytics.<\/p>\n<p>We\u2019ll use the Traffic acquisition report, where \u201cOrganic social\u201d is one of the \u201cSession primary channel groups.\u201d Along with Direct, Organic Search, Referral and Email, it\u2019s one of the big buckets.<\/p>\n<ul>\n<li>From the Reports section go to Acquisition &gt; Traffic acquisition<\/li>\n<\/ul>\n<p>Now let\u2019s customize the report to show the most useful metrics on the right. You\u2019ll need \u201cEditor\u201d or &#8220;Administrator&#8221; level access.<\/p>\n<ul>\n<li>Click the pencil icon in the top right to Customize the report. Some options will slide in from the right.<\/li>\n<li>Click on \u201cMetrics &gt;\u201d and select your favorite metrics, or use my recommendations: <em>Sessions, Engagement rate, Average engagement time per session, Session Key event rate and Key events<\/em>. That\u2019s it.I think those are the best. They represent the top, middle and bottom of the funnel. I\u2019ll come back to those throughout this post. The default metrics are not very good. Revenue? Do they think we\u2019re all ecommerce companies?Here\u2019s what the customization looks like.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50700\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/1-useful-metrics.png\" alt=\"A Google Analytics dashboard showing metrics on sessions by session channel group. Line graph displays different channels like total, organic, direct, and referral over a monthly period.\" width=\"1000\" height=\"509\" \/><\/p>\n<ul>\n<li>Click \u201cApply\u201d in the bottom right<\/li>\n<li>Save (Save changes to current report), then hit \u201c\u2190 Back\u201d in the top left to go back to the newly customized report<\/li>\n<\/ul>\n<p>Now you are measuring social media traffic, engagement and conversions. You can see how it compares with the other traffic sources.<\/p>\n<ul>\n<li>How much traffic are we attracting from social media? (users, sessions)<\/li>\n<li>How engaged are visitors from social media? (engagement rate, avg engagement time)<\/li>\n<li>How likely are social media visitors to take action? (session conversion rate, conversions)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50701\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/2-how-many-visits.png\" alt=\"A table from an analytics dashboard shows various traffic sources with columns for sessions, engagement time, and key events. Rows are highlighted and questions are marked in red boxes.\" width=\"1000\" height=\"617\" \/><\/p>\n<p>Scroll to the right to see conversions (\u201ckey events\u201d) and you can select any of your goals from the drop down.<\/p>\n<p>It looks like over the last three months, I can credit social media with 142 email subscribers but just seven contact form submissions. That\u2019s attribution. Connecting traffic sources to conversions. Keep in mind that GA4 <a href=\"https:\/\/www.orbitmedia.com\/blog\/inaccurate-google-analytics-traffic-sources\/\">underreports everything<\/a>.<\/p>\n<p><strong>Don\u2019t be surprised if\u2026<\/strong><\/p>\n<ol>\n<li>Conversion rates for visitors from social media are lower than those of the other traffic sources. Social media visitors <a href=\"https:\/\/www.orbitmedia.com\/blog\/social-media-seo\/\">tend to have lower intent<\/a> than search or direct traffic visitors.<\/li>\n<li>The numbers may be very low. Especially Instagram traffic. Set a bigger date range to see more data. Beware of seasonality and changes in marketing activity.<\/li>\n<\/ol>\n<p>Related: Here\u2019s <a href=\"https:\/\/www.orbitmedia.com\/blog\/website-traffic-sources\/\">our guide to website traffic sources<\/a> if you want the detailed (sometimes surprising) definition of all 18 Default Channel Groups in GA4.<\/p>\n<h2>Which social channels send us the most traffic? The best traffic?<\/h2>\n<p><em>Acquisition &gt; Traffic acquisition report, set to \u201csource\u201d and filtered for social.<\/em><\/p>\n<p>Do this from the same report. Just change the dimension in the dropdown above the first column. Switch it from \u201cDefault channel group\u201d to \u201cSession source.\u201d Then you can create a filter to show just traffic from the \u201csocial\u201d medium.<\/p>\n<p>Here\u2019s the full process:<\/p>\n<ul>\n<li>From the Reports section go to Acquisition &gt; Traffic acquisition<\/li>\n<li>Click the pencil icon in the top right to Customize the report. Some options will slide in from the right.<\/li>\n<li>Click on \u201cMetrics &gt;\u201d and select your favorite metrics, or use my recommendations: Users, Sessions, Engagement rate, Session conversion rate, Average engagement time per session, Event count and Conversions. (see the screenshot above)<\/li>\n<li>Click \u201cApply\u201d in the bottom right<\/li>\n<li>Save (Save changes to current report), then hit \u201c\u2190 Back\u201d in the top left to go back to the newly customized report<\/li>\n<li>In the dropdown above the first column, change the dimension from \u201cDefault channel group\u201d to \u201cSource\u201d<\/li>\n<li>Click \u201cAdd filter +\u201d and set the filter to include traffic when the \u201cSession medium\u201d is \u201csocial\u201d<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50702\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/3-medium-matches-social.png\" alt=\"Google Analytics interface showing a traffic acquisition table with various channels and metrics. Two annotations highlight adding a filter and filtering session medium to exactly match social.\" width=\"1000\" height=\"614\" \/><\/p>\n<p>Now you\u2019re looking at a list of social traffic sources, including social media networks (Facebook, LinkedIn, Twitter) and campaigns tagged as social. It\u2019s easy to compare these social traffic sources at a glance.<\/p>\n<ul>\n<li>Which are attracting more visitors? <em>Notice how some attract a lot more traffic than others.<\/em><\/li>\n<li>Which are attracting more engaged visitors? <em>Notice how some have higher engagement and conversion rates than others?<\/em><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50703\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/4-performancce-social-networks.png\" alt=\"A table showing traffic acquisition metrics with session data, engagement rates, average engagement times, and session key events from various sources like YouTube and newsletters.\" width=\"1000\" height=\"561\" \/><\/p>\n<p>Quick reminder: Engagement rate is the percentage of visits that were \u201cengaged sessions.\u201d An engaged session is a visit that lasted 10+ seconds, touched 2+ pages or recorded a conversion. <img decoding=\"async\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/1f448.png\" alt=\"\ud83d\udc48\" class=\"wp-smiley\" style=\"height: 1em;max-height: 1em\" \/> Marketers should know this definition by heart.<\/p>\n<p><strong>Don\u2019t be surprised if&#8230;<\/strong><\/p>\n<ol>\n<li>Marketing trends are affecting this dramatically. Twitter down? LinkedIn up?<\/li>\n<li>You see surprise traffic from social networks where you aren\u2019t even active. Those networks may not be part of your strategy, but they still contain links to your site.<\/li>\n<\/ol>\n<h2>Which articles get the most traffic from social media?<\/h2>\n<p><em>Engagement &gt; Pages and screens report, set to \u201cPage path\u201d and filtered for social.<\/em><\/p>\n<p>We covered this in our <a href=\"https:\/\/www.orbitmedia.com\/blog\/content-marketing-audit\/\">Content Marketing Audit for GA4<\/a>, which shows how to measure content performance in all three of the main channels: SEO, social media and email marketing. Let\u2019s review the process for measuring content marketing performance in social media using GA4.<\/p>\n<p>Because we\u2019re looking at specific pages, we\u2019ll use an Engagement report rather than an Acquisition report.<\/p>\n<blockquote>\n<p><strong>\u201cPage path\u201d is the GA4 secret code word for URL<\/strong><\/p>\n<\/blockquote>\n<ul>\n<li>Go to the Engagement &gt; Page path + Query string report<\/li>\n<li>Click the \u201cAdd Filter +\u201d so we can see just the social traffic<\/li>\n<li>As above, set the filter to show when the \u201cSession medium\u201d exactly matches \u201csocial\u201d<\/li>\n<li>Click Apply<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50705\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/5-medium-social-blog.png\" alt=\"Google Analytics dashboard showing a detailed table of webpage paths and session metrics. Labels highlight adding a filter for 'Session medium' equal to 'social' with a dropdown menu on the right.\" width=\"1000\" height=\"632\" \/><\/p>\n<ul>\n<li>Type \u201cblog\u201d into the search box to see just the URLs from that directory.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50706\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/6-social-to-blog.png\" alt=\"Google Analytics report showing a table of blog pages with visitor metrics like new users, engagement rate, and average time per session, highlighting social visitor engagement in red.\" width=\"1000\" height=\"637\" \/><\/p>\n<p>Analyze those top performers, looking closely at the headlines, formatting and visuals. What do they have in common?<\/p>\n<p><strong>Don\u2019t be surprised if\u2026<\/strong><\/p>\n<ol>\n<li>Some articles do much better in social media than others. In the example above, it\u2019s immediately clear that articles with lots of visuals had the best social media performance.<\/li>\n<li>Articles that weren\u2019t on your radar are suddenly doing well. All it takes is for one influencer to post one link and you may see a spike in traffic.<\/li>\n<\/ol>\n<h2>Which social media campaigns attract and convert visitors?<\/h2>\n<p><em>Acquisition &gt; Traffic acquisition report, set to \u201cSession campaign\u201d<\/em><\/p>\n<p>Some marketing efforts are worth tracking separately. For example:<\/p>\n<ul>\n<li>Traffic from a paid social campaign (Facebook ads, sponsored posts, etc.)<\/li>\n<li>Traffic from a social media video<\/li>\n<li>Traffic from a collaboration with an influencer<\/li>\n<\/ul>\n<p>In GA4, a campaign visit is any visit from any link that has campaign tracking code, which are those little UTM parameters at the end of links. Those parameters are added using a <a href=\"https:\/\/www.orbitmedia.com\/campaign-url-builder\/\">Campaign URL Builder<\/a>.<\/p>\n<p><strong><a href=\"https:\/\/www.orbitmedia.com\/blog\/google-analytics-url-builder\/\">Tracking campaigns with UTM codes<\/a> is a fundamental digital marketing skill.<\/strong> If you haven\u2019t done this before, check out the step-by-step process at the end of this article.<\/p>\n<p>When GA4 sees these in the link, it attributes the session to that campaign. This lets you see which specific actions led to which specific outcomes.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50708\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/7-social-engagement.jpg\" alt=\"Flowchart showing social metrics\u2014shares, likes, comments, click-through rate\u2014leading to website engagement metrics\u2014visits from social, engagement rate, average engagement time, conversion rate.\" width=\"1000\" height=\"500\" \/><\/p>\n<p>Without campaign tracking codes, GA4 will do its best, but it won\u2019t know which specific campaigns had what kinds of traffic, engagement rates and key event rates. So tag the links in your social campaigns (and email campaigns and ad campaigns)<\/p>\n<p>Here\u2019s how to see the performance of your social media marketing campaigns, paid and organic:<\/p>\n<ul>\n<li>Go to the Acquisition &gt; Traffic acquisition report<\/li>\n<li>Customize the report if you\u2019d like, using the recommended metrics: sessions, engagement rate, key event rate, etc. (as above)<\/li>\n<li>In the dropdown above the first column, change the dimension from \u201cSession primary channel group\u201d to \u201cSession campaign\u201d<\/li>\n<li>Click the \u201cAdd Filter +\u201d<\/li>\n<li>Set the filter settings to: Session medium exactly matches social (as above)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50709\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/8-highest-traffic-campaign.png\" alt=\"Google Analytics dashboard showing traffic acquisition data with highlights on the highest traffic campaign, &quot;advanced-lead-generation,&quot; and the best converting campaign, &quot;contact-page.\" width=\"1000\" height=\"564\" \/><\/p>\n<p><strong>Don\u2019t be surprised if\u2026<\/strong><\/p>\n<ol>\n<li>The lifespan of that link is longer than expected. A single social post can drive traffic for a week or more, with expanded reach and life for each social share.<\/li>\n<li>Conversion rates are zero? It\u2019s hard to get visitors (especially visitors from social media) to take action. When traffic is there but conversion rates are low, <a href=\"https:\/\/www.orbitmedia.com\/blog\/increase-conversion-rate\/\">make harder working calls to action<\/a>.<\/li>\n<\/ol>\n<h2>How do organic social and paid social compare?<\/h2>\n<p><em>Acquisition &gt; Traffic acquisition report, set to \u201cSession primary channel groups\u201d<\/em><\/p>\n<p>GA4 has two separate channel groups for social: <strong>organic social<\/strong> and <strong>paid social<\/strong>. You can see the difference in performance for these channels in just a few clicks.<\/p>\n<ul>\n<li>From the Reports section go to Acquisition &gt; Traffic acquisition (we already customized this report to show just our favorite metrics)<\/li>\n<li>Type \u201csocial\u201d into the search box above the first column<\/li>\n<\/ul>\n<p>That\u2019s it! Three clicks and few keystrokes. You\u2019ll immediately see how they stack up.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50710\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/9-organic-vs-paid-social.png\" alt=\"Analytics dashboard comparing organic and paid social metrics, including sessions, engagement rate, and conversions, from March 11, 2024, to March 11, 2025.\" width=\"1000\" height=\"418\" \/><\/p>\n<p>In this account, a lot of money is spent on paid social ads, but the only outcome is awareness. Those visitors aren\u2019t taking action on the website.<\/p>\n<p>To better understand this traffic, we can drill down a bit further. Filter to only show paid social media, and then click the blue plus to add a \u201csecondary dimension.\u201d Add \u201cPage path\u201d and you can see which pages the visitors land on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50711\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/10-paid-visitors-engaged.png\" alt=\"Google Analytics dashboard showing traffic acquisition data for 'Paid Social' channels. A note highlights the higher engagement rate for visitors on certain landing pages compared to others.\" width=\"1000\" height=\"657\" \/><\/p>\n<p>Pro Tip: If you\u2019re buying traffic to a page with ultra-low engagement, reconsider the ad spend or the ad creative. Or try this GA4 report that shows <a href=\"https:\/\/www.orbitmedia.com\/blog\/measure-landing-page-performance-ga4\/\">your worst performing ads<\/a>.<\/p>\n<p><strong>Don\u2019t be surprised if&#8230;<\/strong><\/p>\n<ol>\n<li>Engagement for paid social is relatively low. These are low-intent visitors who tapped on an ad while browsing through a social stream.<\/li>\n<\/ol>\n<p>We asked a friend and social media marketing expert, Anne Popolizio, for her input on the differences between paid social and organic social traffic sources.<\/p>\n<hr \/>\n<table border=\"0\">\n<tbody>\n<tr valign=\"top\">\n<td style=\"min-width: 130px\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-46074\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2023\/03\/anne.png\" alt=\"\" width=\"125\" height=\"125\" \/><\/td>\n<td>\n<h6>Anne Popolizio,<a href=\"https:\/\/www.socialsquib.com\/\" target=\"_blank\" rel=\"noopener\"> Social Squib<\/a><\/h6>\n<p><em>&#8220;<\/em><em>As the data about shows, paid social will drive vastly more traffic and the engagement rate will be lower than organic traffic. The reason for this discrepancy comes down to the audience&#8217;s relationship with you.<\/em><\/p>\n<p><em>Organic social&#8217;s primary job is nurture. Organic is where you can have a meaningful, relationship-building conversation over time. On platforms like Instagram and TikTok, it&#8217;s very difficult to go from a piece of organic content to a website. Your audience has to jump through a few hoops. So someone who makes it to your website from organic social is 1. extremely warm and 2. really determined.<\/em><\/p>\n<p><em>Paid social, on the other hand, is your strongest audience-growth tool. It&#8217;s the most effective marketing tool for building retargetable audiences and doing top-of-funnel conversion, like email list growth. But because this audience doesn&#8217;t know you, they are likely to not spend 2:50 seconds on your site. That comes 12 touches later.<\/em><\/p>\n<p><em>Next, we\u2019ll go deeper into the differences between paid social and organic social by adding mobile vs. desktop data, answering an even more interesting question\u2026&#8221;<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<p>Next, we\u2019ll go deeper into the differences between paid social and organic social by adding mobile vs. desktop data, answering an even more interesting question\u2026<\/p>\n<h2>How is social traffic different for mobile and desktop visitors?<\/h2>\n<p><em>Blank Exploration with \u201cDefault channel group\u201d as the rows. \u201cSessions\u201d \u201cEngagement rate\u201d and \u201ckey event rate\u201d as the values. \u201cDevice category\u201d as the columns.<\/em><\/p>\n<p>For this, we\u2019ll use a GA4 Exploration, which is a custom saved report that you can come back to easily anytime. We\u2019ll build it from scratch, using dimensions and metrics as our rows, values and columns.<\/p>\n<ul>\n<li>Click on \u201cExplorations\u201d and select \u201cBlank\u201d<\/li>\n<li>In the first column, click the plus sign next to DIMENSIONS and then search for and select these two: &#8220;Session source \/ medium\u201d and \u201cDevice category.\u201d<\/li>\n<li>Next click the plus sign next to METRICS and then search for and select these three: \u201cSessions\u201d \u201cEngagement rate\u201d and \u201cSession key event rate\u201d<\/li>\n<li>Drag the \u201cSession source \/ medium\u201d dimension into the ROWS box in the Settings column<\/li>\n<li>Drag the \u201cDevice category\u201d dimension into the COLUMNS box.<\/li>\n<li>Drag your three metrics into the VALUES box.<\/li>\n<\/ul>\n<p>To clean up the report you can right click on any of the rows and \u201cexclude selection\u201d removing it from the report. Or add filters at the bottom of the Settings column. Here I\u2019ve filtered to just show the data when \u201cpaid\u201d is in the session source \/ medium.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50712\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/11-paid-social-conversions.png\" alt=\"Spreadsheet showing data on device category performance for paid social sessions, with a highlighted note stating, &quot;Paid social desktop visitors are 18x more likely to convert.\" width=\"1000\" height=\"513\" \/><\/p>\n<p>The insights are obvious. In this account, paid social visitors almost never convert if they are on a phone. But 1.3% of them convert if they\u2019re on a desktop. To understand this better, you could add the landing page as another row. Then you\u2019ll see three dimensions: the source, the page and the device. 3D analytics! That\u2019s where the insights are.<\/p>\n<p><strong>Don\u2019t be surprised if&#8230;<\/strong><\/p>\n<ol>\n<li>Your co-workers are amazed by the insights you bring to your next marketing meeting.<\/li>\n<\/ol>\n<h2>The best social media marketers know Analytics<\/h2>\n<p>Social media marketing is challenging.<\/p>\n<p>It takes strategic focus. It takes consistency. It takes empathy and hard work. Ask any social media manager. So we need to measure the impact of those efforts. And make sure to go beyond the basic social media metrics.<\/p>\n<p>Measuring social media marketing is also challenging.<\/p>\n<p>It takes a bit of skill to get to the insights in GA4. Even then, when everything is tracking properly, your data won\u2019t be 100% accurate.<\/p>\n<p>The goal is to get good enough data to make good marketing decisions. That is definitely possible, even when tracking a tricky, diverse source of traffic like social media in a new tool like GA4. Run the reports, export to a Google Sheet and review your social media strategy.<\/p>\n<p>With these methods, there is no need for fancy event tracking or Google Tag Manager setup.<\/p>\n<p>And remember, there\u2019s more to social media than dumping links into social streams. Social networks are for networking, listening, building real relationships and making friends.<\/p>\n<p><strong>The best social media outcomes <em>aren\u2019t<\/em> in your Analytics.<\/strong><\/p>\n<p>Let\u2019s close with a few thoughts from Brooke Sellas, a <a href=\"https:\/\/bsquared.media\/services\/social-media-customer-care\/\">social media customer service<\/a> pro, who knows that social is more than a content promotion platform.<\/p>\n<hr \/>\n<table border=\"0\">\n<tbody>\n<tr valign=\"top\">\n<td style=\"min-width: 130px\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-42582\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2022\/05\/brooke-sellas.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/td>\n<td>\n<h6>Brooke Sellas, <a href=\"https:\/\/bsquared.media\/\" target=\"_blank\" rel=\"noopener\">B Squared Media<\/a><\/h6>\n<p><em>&#8220;Brand conversation is critical for conversions on social media &#8212; shoppers on social weight brand conversations are as high or higher than online reviews. And all the social media algorithms weigh conversations heavily, too. Commenting as your brand gives you exposure, shows that you\u2019re listening, builds connections, and has one of the highest ROIs on social media!<\/em><em>&#8220;<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h2>BONUS! How to do social media tracking using a URL builder and campaign tracking code<\/h2>\n<p>Social media campaigns can and should be tracked with campaign tracking code. Without it, some visitors will be categorized as direct traffic, others will be tracked as referral traffic. It\u2019s a problem.<\/p>\n<p>Campaign tracking code is that bit of info you can add to the end of any link to your website. When the visitor clicks that link and lands on your page, this code is in the address bar. Google Analytics sees it there and attributes that visitor to that campaign.<\/p>\n<p>This code is very easy to add. It takes less than a minute. It can be added using any of the free \u201cURL builders\u201d on the web. There are many, but we\u2019ve built our own:<\/p>\n<p><a class=\"btn-secondary\" href=\"https:\/\/www.orbitmedia.com\/campaign-url-builder\/\">Click here to see Orbit\u2019s own URL Builder &gt;<\/a><\/p>\n<p>Ours is a little easier than most. It forces lower-case so you don&#8217;t have to worry about it.<\/p>\n<p>Here\u2019s how to use a URL builder to add campaign tracking code to track your social media performance for any social media marketing campaign.<\/p>\n<p><strong>Step 1. Enter the link to your website in the first box<\/strong><\/p>\n<p>For example, if I want to track traffic to <a href=\"https:\/\/www.orbitmedia.com\/blog\/content-promotion-strategy\/\">this little article about content promotion<\/a>, I\u2019d add this link into the first form field: <em>https:\/\/www.orbitmedia.com\/blog\/content-promotion-strategy\/<\/em><\/p>\n<p><strong>Step 2. Set the campaign\u2019s source, medium and name<\/strong><\/p>\n<p>These are the three tracking \u201cparameters.\u201d<\/p>\n<ul>\n<li><strong>Campaign source:<\/strong><br \/>\n\u201cSource\u201d is the specific origin of traffic. In this case, it\u2019s the name of the social media platform, such as \u201clinkedin.\u201d<\/li>\n<li><strong>Campaign medium:<\/strong><br \/>\n\u201cMedium\u201d is the broadest origin of traffic. Select \u201csocial.\u201d<\/li>\n<li><strong>Campaign name:<\/strong><br \/>\nThis can be anything you\u2019d like. Give it a name that will be meaningful to anyone scanning through the campaign report, such as \u201ccontent-promo-video\u201d<\/li>\n<\/ul>\n<p>As you entered these three bits of info, a new URL with the tracking code appended to it appears below. In this example, it looks like this: <em>https:\/\/www.orbitmedia.com\/blog\/content-promotion-strategy\/?utm_source=linkedin&amp;utm_medium=social&amp;utm_campaign=content-promo-video<\/em><\/p>\n<p><strong>Step 3. Click \u201cCopy URL\u201d<\/strong><\/p>\n<p>Here\u2019s what it looks like in <a href=\"https:\/\/www.orbitmedia.com\/campaign-url-builder\/\">the URL builder<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-50713\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/12-url-builder.png\" alt=\"Screenshot of a campaign URL creation guide, detailing fields for Landing Page URL, Source, Medium, and Campaign Name, with a generated campaign URL.\" width=\"1000\" height=\"567\" \/><\/p>\n<p><strong>Step 4: Use that (instead of the untagged link) in your social media campaign<\/strong><\/p>\n<p>Now when that link gets clicked, Analytics will know that they came from this campaign and will report on that visit in the Traffic acquisition report when you select \u201cCampaign source\u201d as the dimension.<\/p>\n<p>Easy peasy lemon squeezy!<\/p>\n<\/p><\/div>\n<aside class=\"author overflow-hidden\">\n<div class=\"row g-4 align-items-center\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"author__image ratio ratio-1x1\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2023\/06\/Andy-Profile-600.png\" class=\"attachment-small-square size-small-square\" alt=\"\" \/><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"author__content u-spacing\">\n<h3 class=\"author__name\">Andy Crestodina<\/h3>\n<p>                                    <a href=\"https:\/\/www.orbitmedia.com\/team\/andy-crestodina\/\">Andy Crestodina<\/a> is the Co-Founder and CMO of Orbit Media. He&#8217;s an international top-rated keynote speaker and the author of <a href=\"https:\/\/www.orbitmedia.com\/about\/content-chemistry\/\">Content Chemistry: The Illustrated Guide to Content Marketing<\/a>. You can find Andy on\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/andycrestodina\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>.                                <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/aside><\/div>\n<aside class=\"col-12 col-lg-2 col-xl-1 d-none d-lg-block\">\n<ul class=\"shariff-buttons theme-round orientation-vertical buttonsize-medium\">\n<li class=\"shariff-button facebook\" style=\"background-color:transparent;border-radius:1%\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.orbitmedia.com%2Fblog%2Fgoogle-analytics-social-media%2F\" title=\"Share on Facebook\" aria-label=\"Share on Facebook\" role=\"button\" rel=\"nofollow\" class=\"shariff-link\" style=\"border-radius:1%;background-color:transparent;color:#fff\" target=\"_blank\"><span class=\"shariff-icon\"><\/span><\/a><\/li>\n<li class=\"shariff-button twitter\" style=\"background-color:transparent;border-radius:1%\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fwww.orbitmedia.com%2Fblog%2Fgoogle-analytics-social-media%2F&#038;text=How%20to%20Use%20GA4%20to%20Track%20Social%20Media%20Traffic%3A%206%20Questions%2C%20Answers%20and%20Insights%20%5BVIDEO%5D\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"border-radius:1%;background-color:transparent;color:#fff\" target=\"_blank\"><span class=\"shariff-icon\"><\/span><\/a><\/li>\n<li class=\"shariff-button linkedin\" style=\"background-color:transparent;border-radius:1%\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fwww.orbitmedia.com%2Fblog%2Fgoogle-analytics-social-media%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"border-radius:1%;background-color:transparent;color:#fff\" target=\"_blank\"><span class=\"shariff-icon\"><\/span><\/a><\/li>\n<li class=\"shariff-button buffer\" style=\"background-color:transparent;border-radius:1%\"><a href=\"https:\/\/buffer.com\/add?url=https%3A%2F%2Fwww.orbitmedia.com%2Fblog%2Fgoogle-analytics-social-media%2F&#038;text=How%20to%20Use%20GA4%20to%20Track%20Social%20Media%20Traffic%3A%206%20Questions%2C%20Answers%20and%20Insights%20%5BVIDEO%5D\" title=\"Share on buffer\" aria-label=\"Share on buffer\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"border-radius:1%;background-color:transparent;color:#fff\" target=\"_blank\"><span class=\"shariff-icon\"><\/span><\/a><\/li>\n<\/ul>\n<\/div>\n<\/aside><\/div>\n<p>            <span id=\"js-ArticleEnd\"><\/span>\n        <\/div>\n<\/p><\/div>\n<\/section>\n<section id=\"pageblock-block_c46cd3bf071784116d4d24aa7ba6fda5\" class=\"pageblock js-pageblock pageblock--oms-post-feed bg-color-white\">\n<div class=\"pageblock__inner\">\n<div class=\"container-fluid\">\n<div class=\"row pageblock-header justify-content-center  \">\n<div class=\"col-12 l-pageblock-header__col\">\n<div class=\"pageblock-content text-center u-spacing\">\n<h3>Wait, more practical insights? Yes, please!<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"l-posts__row row gy-5 gx-md-3 gx-lg-5\">\n<div class=\"l-posts__col col-12 col-md-6 col-xl-4\">\n                <a href=\"https:\/\/www.orbitmedia.com\/blog\/lead-generation-website-practices\/\" id=\"post-10213\" class=\"card post-10213 post type-post status-publish format-standard has-post-thumbnail hentry category-seo-content-marketing category-website-design-usability\"><\/p>\n<div class=\"card__image card__image--full ratio ratio-2x1\">\n        <img loading=\"lazy\" decoding=\"async\" width=\"467\" height=\"234\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2023\/06\/lead-gen-header-600x300.jpg\" class=\"attachment-card-post size-card-post wp-post-image\" alt=\"\" \/>    <\/div>\n<div class=\"card__content\">\n<p class=\"card__title h4\" role=\"heading\">Lead Generation Best Practices: 42 Key Tips for Websites and Marketing<\/p>\n<p>Andy Crestodina<\/p>\n<\/p><\/div>\n<p><\/a>            <\/div>\n<div class=\"l-posts__col col-12 col-md-6 col-xl-4\">\n                <a href=\"https:\/\/www.orbitmedia.com\/blog\/ai-content-strategy\/\" id=\"post-37456\" class=\"card post-37456 post type-post status-publish format-standard has-post-thumbnail hentry category-seo-content-marketing category-ai\"><\/p>\n<div class=\"card__image card__image--full ratio ratio-2x1\">\n        <img loading=\"lazy\" decoding=\"async\" width=\"467\" height=\"234\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/zookeeper-467x234.png\" class=\"attachment-card-post size-card-post wp-post-image\" alt=\"A male zookeeper feeds a lion cub in an enclosure, with giraffes nearby. A female zookeeper works in the background.\" \/>    <\/div>\n<div class=\"card__content\">\n<p class=\"card__title h4\" role=\"heading\">The AI-Driven Content Strategy: 6 Powerful Prompts for Content Marketing<\/p>\n<p>Andy Crestodina<\/p>\n<\/p><\/div>\n<p><\/a>            <\/div>\n<div class=\"l-posts__col col-12 col-md-6 col-xl-4\">\n                <a href=\"https:\/\/www.orbitmedia.com\/blog\/custom-chatgpts\/\" id=\"post-50779\" class=\"card post-50779 post type-post status-publish format-standard has-post-thumbnail hentry category-seo-content-marketing category-ai\"><\/p>\n<div class=\"card__image card__image--full ratio ratio-2x1\">\n        <img loading=\"lazy\" decoding=\"async\" width=\"467\" height=\"234\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2025\/03\/prompt-steps-467x234.jpg\" class=\"attachment-card-post size-card-post wp-post-image\" alt=\"Flowchart titled &quot;How to write a prompt&quot; showing a process: write a draft, ask AI to revise, test it, edit if failed, or finalize if passed.\" \/>    <\/div>\n<div class=\"card__content\">\n<p class=\"card__title h4\" role=\"heading\">How to Make a Custom ChatGPT for Marketing (10x Speed Video Shows Every Step)<\/p>\n<p>Andy Crestodina<\/p>\n<\/p><\/div>\n<p><\/a>            <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n<section id=\"pageblock-block_e3b4272c8a7556b77edc0c69072da88f\" class=\"pageblock js-pageblock pageblock--oms-image-text layout-text-image bg-color-gray\">\n<div class=\"pageblock__inner overflow-hidden\">\n<div class=\"container-fluid\">\n<div class=\"l-image-text__row row g-3 g-lg-5 g-xl-6 justify-content-center align-items-center\">\n<div class=\"l-image-text__col l-image-text__col--text col-12 col-md-10 col-lg-5 order-2 order-lg-0\">\n<div class=\"image-text__content u-spacing\">\n<h2>There is more where this came from&#8230;<\/h2>\n<p class=\"intro-text\">The best content from this blog are available all in one place \u2013 our book. Now on its 7th edition.<\/p>\n<p><strong>Content Chemistry, The Illustrated Handbook for Content Marketing<\/strong>, is packed with practical tips, real-world examples, and expert insights. A must-read for anyone looking to build a content strategy that drives real business impact. Check out the <a href=\"https:\/\/www.amazon.com\/Content-Chemistry-7th-Illustrated-Marketing\/dp\/1732046522\/ref=sr_1_1\" target=\"_blank\" rel=\"noopener\">reviews on Amazon<\/a>.<\/p>\n<p><a class=\"btn-primary\" href=\"https:\/\/www.ipgbook.com\/content-chemistry-products-9781732046580.php\" target=\"_blank\" rel=\"noopener\">Buy now direct $29.95<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"l-image-text__col l-image-text__col--image col-12 col-md-10 col-lg-7 order-1 order-lg-1\">\n<div class=\"image-text__image-wrap image-shadow\">\n                                        <img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"462\" src=\"https:\/\/www.orbitmedia.com\/wp-content\/uploads\/2024\/11\/content-chemistry-book-quote-850x462.jpg\" class=\"attachment-image-text size-image-text\" alt=\"Book cover of &quot;Content Chemistry&quot; alongside a quote praising it as highly practical for modern digital marketing, attributed to Jay Baer, NYT best-selling author.\" \/>                                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n<p>The post <a href=\"https:\/\/www.orbitmedia.com\/blog\/google-analytics-social-media\/\">How to Use GA4 to Track Social Media Traffic: 6 Questions, Answers and Insights [VIDEO]<\/a> appeared first on <a href=\"https:\/\/www.orbitmedia.com\">Orbit Media Studios<\/a>.<\/p>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Andy Crestodina Social media marketing is hard work. It takes a lot of time and energy. Connect and share. Listen and engage. Publish and promote. Be consistent. Usually the list of social media marketing goals includes \u201cbrand awareness\u201d and \u201cdrive website traffic.\u201d But how well is it working? Which social media channels are bringing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":38215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[6857,18473,10844,10999,6855,10974,1018,14996,1236],"dealstore":[],"offerexpiration":[],"class_list":["post-206646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-answers","tag-ga4","tag-insights","tag-media","tag-questions","tag-social","tag-track","tag-traffic","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use GA4 to Track Social Media Traffic: 6 Questions, Answers and Insights [VIDEO] - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=206646\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use GA4 to Track Social Media Traffic: 6 Questions, Answers and Insights [VIDEO] - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"By Andy Crestodina Social media marketing is hard work. It takes a lot of time and energy. Connect and share. Listen and engage. Publish and promote. Be consistent. Usually the list of social media marketing goals includes \u201cbrand awareness\u201d and \u201cdrive website traffic.\u201d But how well is it working? 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