Social Media Measurement Using Google Analytics

Using Google Analytics Social Media Measurement

AGENDA

MINDCOMET

KEY PERFORMANCE INDICATORS

TRACKING TOOLS

MEASURING KPIs

NEXT STEPS

MEET MINDCOMET

ART

What to Measure?What Can Be Measured?

KPIs

for Social MediaKPIs

Traffic - Quantity & QualityGrowth, Percentage of Total Traffic, Value of Traffic

Cost SavingsVersus Other Sales Channels

Direct Sales (eCommerce)Average Sale, Conversion Rate

Goal Conversion

Engagement Level

Segment & IdentifyTOOLS FOR TRACKING

Social Media MeasurementTOOLS

Campaign TaggingLink Shortening Services & Click Tracking

Custom Reporting

Goals/eCommerce

Advanced Segmentation

TaggingGoogle URL Builder

SOURCEPublication sending trafficex. Twitter, Yelp, Facebook



INITIATIVE SOURCE

Twitter twitter

Twitter Trivia twitter

Facebook Fan Page facebook

Facebook App. facebook

YouTube youtube

YouTube Contest X youtube

Monthly Newsletter email

Email Blasts email

Search Campaign A bing

Search Campaign B yahoo

Banner Campaign A dailykitten

Banner Campaign B puppyfinder



MEDIUMType of traficex. CPC, Social Media, Email

INITIATIVE SOURCE MEDIUM

Twitter twitter social

Twitter Trivia twitter social

Facebook Fan Page facebook social

Facebook App. facebook social

YouTube youtube social

YouTube Contest X youtube social

Monthly Newsletter email email

Email Blasts email email

Search Campaign A bing cpc

Search Campaign B yahoo cpc

Banner Campaign A dailykitten cpc

Banner Campaign B puppyfinder cpc




CAMPAIGN NAMETitle of campaign or initiativeex. CommuniCause, The Lowdown

INITIATIVE SOURCE MDM CAMPAIGN

Twitter twitter social general

Twitter Trivia twitter social trivia

FB Fan Page facebook social general

FB App. facebook social wordsearch

YouTube youtube social general

YT Contest X youtube social cutestkitten

Mnthly News email email lowdown

Email Blasts email email blasts

Search A bing cpc kittens

Search B yahoo cpc puppies

Banner A dailykitten cpc kittens

Banner B puppyfinder cpc puppies




CAMPAIGN NAMETitle of campaign or initiativeex. CommuniCause, The Lowdown

CONTENT/TERMUsed for A/B testing & paid search

WHAT DOES IT LOOK LIKE?http://kittensupply.com/?utm_source=youtube&utm_medium

=social&utm_campaign=cutestkitten





HOW IS IT A VISIT REFLECTED?In Google Analytics:

Traffic Sources - All Traffic Sources




BE CONSISTENTIn order for traffic to be grouped properly, tags must match exactly.

HOW IS IT A VISIT REFLECTED?In Google Analytics:

Traffic Sources - All Traffic Sources

Click TrackingLink Shorteners

DUAL PURPOSEShorten ugly links & track clicks

HOOTSUITEOffers Twitter account management, also click tracking through ow.ly.

bit.lyBasic clickthrough tracking, but results can be “spied on”.

Click TrackingLink Shorteners

DUAL PURPOSEShorten ugly links & track clicks

UNIQUE LINK PER MESSAGEMatch links to messages to measure effectiveness and optimize.

HOOTSUITEOffers Twitter account management, also click tracking through ow.ly.

bit.lyBasic clickthrough tracking, but results can be “spied on”.

SEGMENTATIONGoogle Analytics

PURPOSEIdentify customer groups or traffic patterns and compare to baseline.

Break traffic down by channel.

POWERFUL & CUSTOMIZABLEUses logic to allow the user to drill down and be as specific as they like.

FUEL FOR CUSTOM REPORTSUse data to build easy to read reports that are specific to your goals.

How ToAdvanced Segmentation

CLICK


CLICK


DIMENSIONS

NAME

BUILD

TEST


CLICK


in Google AnalyticsDEFINING GOALS

Definition:A goal represents an activity or a level of interaction with your Website that's important to the success of your business.

in Google AnalyticsDEFINING GOALS

Assessing Business ObjectivesVisualize/Understand Goal Funnel, OptimizeAssign $$ Value to Conversion

How Are Goals Reached?Reverse Goal PathInsight for Site Optimization, Future Campaign Targets

Goal TypesConversion - View Target PageEngagement - View x Pages or Spend x Time

DEFINING GOALSin Google Analytics

CLICK


CLICK





in Google AnalyticsASSIGNING GOAL VALUE

Track Success in Dollars & Cents

Put in Scope with Other ChannelsCompare ROI

What is your Goal Worth?ex. Lead: Probability of Sale x Average Sale = Value 10% x $10,000 = Goal Value of $1,000

eCommerceSeparate from “Goals” - Measures Direct Revenue

via Google AnalyticsCUSTOM REPORTS

via kaushik.net


CLICK




via kaushik.net

for Social Media EngagementsPOTENTIAL KPIs

Metrics to WatchTRAFFIC GENERATION

Overall Traffic GrowthShare of Traffic from Social MediaNew vs Returning VisitorsBounce RateTraffic to Key Points on SiteSearch Engine Visibility

Share of SM TrafficTRAFFIC GENERATION

Channel Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Twitter 1% 1% 5% 6% 12% 13% 15% 18% 22% 28% 35% 48%

Facebook 1% 2% 4% 5% 7% 8% 8% 9% 9% 10% 10% 11%

LinkedIn 0.5% 0.8% 1% 1% 2% 2% 3% 3% 3% 3% 4% 4%

Metrics to WatchENGAGEMENT

ClickthroughLength of VisitDepth of VisitRecencyInteractions on Site

Uploads, Comments, Usage of Tools

Metrics to WatchGOALS & ECOMMERCE

Total ConversionsConversion RateConversion ValueReverse Goal PathAverage Order Value

Metrics to WatchCOST SAVINGS

Compare to Other Channels:Cost Per ConversionCost Per SaleRevenue Per Order

How much would Paid Traffic Costed?

Next StepsSetup Google AnalyticsDefine Goals (in GA)Discover KPIsTag Your Social Media LinksSegment Your DataBuild Custom ReportsOptimize Campaigns using DataDiscover Hidden Successes

RESOURCES

ConversionUniversity.com Videos & Thorough How-To’s

Kaushik.netAvinash Kaushik - Google Analytics EvangelistDeeper Understanding of using Analytics Intelligence

Questions?

@at1mp

[email protected]

mailto:[email protected]

mailto:[email protected]