Simply put, if you advertise on any of the social networks e.g. Facebook, Twitter, Linked In, etc, you’re going to want this traffic its own channel so you can easily compare it alongside your other channels.
Once you create a Paid Social channel, you can analyze the quality and ROI of this channel compared to others in the Acquisition>All Traffic>Channels report in Google Analytics (see below screenshot). Here’s how to create a new channel for Paid Social in Google Analytics…
Navigate to Channel Groupings in the Admin
Click Admin>Views>Select Your Master View>Channel Settings>Channel Grouping
Edit Default Channel Grouping
Click Default Channel Grouping to edit it
Define a new channel
- Click Define a new channel
- Define the rules of your new paidsocial channel:
- Name: Paid Social
- Medium contains paidsocial
- Select a Display Color
- Click Done
Click and drag your newly created paidsocial channel to be below the Paid Search channel. Yes, order matters, but that’s a topic for another blog post.
Save Channel Grouping
Click Save to save your new Default Channel Grouping.
Append custom parameters to your URL
Make sure you give your social ads on Facebook, Twitter and the like a custom parameter appended to the URL with a medium equal to paidsocial. This will tell Google Analytics to attribute anyone that clicks on the ad to the paidsocial channel.