Some Advanced Segments of Social Media

Once you have identified your main social media traffic sources, you can create Advanced Segments for those websites and segment the traffic to individually analyze your visitors.

You can also set up multiple Advanced Segments and compare them to see the difference among them.

To make this easier to understand, I will show you how you can set up Advanced Segments for Twitter, Facebook and Google+ to compare their traffic and for multiple other social media sites to better analyze traffic.

Twitter Traffic Segment

You can create an Advanced Segment for Twitter to see how it compares with Facebook and Google+.

To do this, simply click on Advanced Segments from any Google Analytics report and click + New Custom Segment.

Then add a name for your segment and start to include as sources the following containing terms that might send traffic to your website:

    twitter.com
    t.co
    hootsuite
    tweetdeck
    bit.ly

As you can see, there are multiple filters that should be added using an OR statement because different Twitter clients might send traffic that will not get tagged as being from twitter.com or t.co.

While adding these filters, you will see that if you have traffic that matches, Google Analytics will insert the filters using an autocomplete function.
This way you can be sure that all the filters you apply actually match visits.

Once you add all your filters, press the Test Segment button to see if everything is set up correctly. If so, save your segment.