Social Conversions

The Social Conversions report allows you to view conversion metrics (such as, events, orders, sales, and average order valu) for visitors that clicked to one of your tagged sites from any of the top social sites or from domains that appear to be social pages.

You can configure this report to show same-session metrics and any attributed sales windows that are provisioned for the client IDs that are associated with this reporting business unit.

You can use this report to identify how much business value that the social sites are creating for your business in total, how social sites rank against each other as a source of visitors, events and sales, and where you should consider investing social resources. When you post social content that refers visitors to one of your tagged websites, you can use this report to evaluate any lift in visitors and sales from that social site.

You can also evaluate the difference between your same-session metrics and your attributed metrics. This tells you the true value of the social referral as a lead source. Because many buying sessions take place over several sessions, particularly where social influences are involved, users often do not want to interrupt a social session to leave the site and conduct a transaction.

For both same-session and attributed metrics, the page views, event, or sale occurred during the selected time period. The attribution window tells you which channel should receive the credit. We do not know exactly how the user navigated to the site in the session in which the conversion is completed, but we do know the last click, first click, or series of clicks that should be assigned credit for getting the visitor to the site.

In this example, more than $6.38 million in sales occurred during this time period from visitors that clicked directly from Facebook to a tagged site and converted in the same session. However, $6.4 million in sales occurred during this period where the last known click before the sale was a referral click from Facebook, as opposed to a natural search click or an MMC-tagged marketing click (email link, paid search ad, display ad, MMC-tagged post, and so on). In attribution calculations, direct loads to the site are not attributed value; the assumption is that the value should be credited toward whatever channel most recently influenced the user. In this case, many of those sessions are taking place up to seven days after the original referral.