Given the increasing importance of social marketing and social network traffic, it was probably inevitable that the Google Analytics team would add social-focused reports. However, Group Product Manger Phil Mui says the new reports take a different approach than most social analytics products, which are more focused on “listening” — counting mentions, retweets, analyzing sentiment, and so on.
“Those are important metrics for sure,” Mui says. “But how do these metrics tie to the bottom line of a business? That’s what the CEOs most of the Fortune 500 folks that we talk with want to know.”