If your business is participating in social media, dig into Google Analytics to uncover actionable insights that will immediately improve your social efforts. We’ve identified three ways Google Analytics can supercharge your social media initiatives.

#1. Optimize Social Traffic

Create an advanced custom segment to look at the percentage of traffic that came to your website from social media versus other places and what that social traffic did once they got to your site. Then compare them against a control group of people that had not interacted with social media. Go further than just looking at whether Facebook, Twitter, or LinkedIn is driving the most traffic. Look for how social media compares in areas like lead conversion rates, website bounce rates and time spent on your site.

#2. Find New Customers on Twitter

Google Analytics can help you identify which Twitter conversations you should be listening for. Analyze your search engine traffic to see what keywords people are using most often to arrive at your site. Then, create an automated search feed for these keywords on Twitter to identify conversations people are having using these keywords. These people may be prospects. Tweet with them.

#3. Drive More Blog Traffic

Use your most popular search phrases throughout your blog – in posts, titles, and tags – to generate more blog traffic. Also, if you haven’t already, set up Google Analytics to record people’s internal search queries from your website’s search box. Use these search phrases, too, in your blog.

Google Analytics is a powerful tool. Most businesses really only get limited use out of it, though, because they feel overwhelmed with all the data, struggle to make informed business decisions, or are measuring the wrong things. A Google Analytics Certified Professional may be the answer for you. A Certified Professional can install Google Analytics, determine goals for your website, and monitor the effectiveness of your site and social marketing campaigns. They will also use their expertise to give you actionable insights so you can confidently make informed business decisions.