Social Media Measurement Using Google Analytics
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Social Media Measurement Using Google Analytics

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Discussion and how-to regarding using Google Analytics to measure traffic from Social Media initiatives by Art Wilbur, as presented to Doterati at CoLab Orlando on Feb 19, 2010....

Discussion and how-to regarding using Google Analytics to measure traffic from Social Media initiatives by Art Wilbur, as presented to Doterati at CoLab Orlando on Feb 19, 2010.

Covers basic KPIs, campaign tagging, advanced segmentation, goals/eCommerce and custom reporting in Google Analytics. Also click-tracking, link shortening and other related items.

Video will be available on Doterati.com in the near future.

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    Social Media Measurement Using Google Analytics Social Media Measurement Using Google Analytics Presentation Transcript

    • Social Media Measurement Using Google Analytics
    • AGENDA MINDCOMET KEY PERFORMANCE INDICATORS TRACKING TOOLS MEASURING KPIs NEXT STEPS
    • MEET MINDCOMET AR T
    • KPIs What to Measure? What Can Be Measured?
    • KPIs for Social Media Traffic - Quantity & Quality Growth, Percentage of Total Traffic, Value of Traffic Engagement Level Goal Conversion Direct Sales (eCommerce) Average Sale, Conversion Rate Cost Savings Versus Other Sales Channels
    • TOOLS FOR TRACKING Segment & Identify
    • TOOLS Social Media Measurement Campaign Tagging Link Shortening Services & Click Tracking Advanced Segmentation Goals/eCommerce Custom Reporting
    • Tagging Google URL Builder SOURCE Publication sending traffic ex. Twitter, Yelp, Facebook
    • INITIATIVE SOURCE Tagging Twitter twitter Google URL Builder Twitter Trivia twitter SOURCE Facebook Fan Page facebook Publication sending traffic Facebook App. facebook ex. Twitter, Yelp, 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
    • INITIATIVE SOURCE MEDIUM Tagging Twitter twitter social Google URL Builder Twitter Trivia twitter social SOURCE Facebook Fan Page facebook social Publication sending traffic Facebook App. facebook social ex. Twitter, Yelp, Facebook YouTube youtube social MEDIUM YouTube Contest X youtube social Type of trafic Monthly Newsletter email email ex. CPC, Social Media, 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
    • INITIATIVE SOURCE MDM CAMPAIGN Tagging Twitter twitter social general Google URL Builder Twitter Trivia twitter social trivia SOURCE FB Fan Page facebook social general Publication sending traffic FB App. facebook social wordsearch ex. Twitter, Yelp, Facebook YouTube youtube social general MEDIUM YT Contest X youtube social cutestkitten Type of trafic Mnthly News email email lowdown ex. CPC, Social Media, Email Email Blasts email email blasts CAMPAIGN NAME Search A bing cpc kittens Title of campaign or initiative Search B yahoo cpc puppies ex. CommuniCause, The Lowdown Banner A dailykitten cpc kittens Banner B puppyfinder cpc puppies
    • Tagging Google URL Builder SOURCE Publication sending traffic ex. Twitter, Yelp, Facebook MEDIUM Type of trafic ex. CPC, Social Media, Email CAMPAIGN NAME Title of campaign or initiative ex. CommuniCause, The Lowdown CONTENT/TERM Used for A/B testing & paid search
    • Tagging Google URL Builder WHAT DOES IT LOOK LIKE? http://kittensupply.com/? utm_source=youtube&utm_medium =social&utm_campaign=cutestkitten
    • Tagging Google URL Builder 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
    • Tagging Google URL Builder 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 CONSISTENT In order for traffic to be grouped properly, tags must match exactly.
    • Click Tracking Link Shorteners DUAL PURPOSE Shorten ugly links & track clicks bit.ly Basic clickthrough tracking, but results can be “spied on”. HOOTSUITE Offers Twitter account management, also click tracking through ow.ly.
    • Click Tracking Link Shorteners DUAL PURPOSE Shorten ugly links & track clicks bit.ly Basic clickthrough tracking, but results can be “spied on”. HOOTSUITE Offers Twitter account management, also click tracking through ow.ly. UNIQUE LINK PER MESSAGE Match links to messages to measure effectiveness and optimize.
    • SEGMENTATION Google Analytics PURPOSE Identify customer groups or traffic patterns and compare to baseline. Break traffic down by channel. POWERFUL & CUSTOMIZABLE Uses logic to allow the user to drill down and be as specific as they like. FUEL FOR CUSTOM REPORTS Use data to build easy to read reports that are specific to your goals.
    • Advanced Segmentation How To CLI CK
    • Advanced Segmentation How To CLI CK
    • Advanced Segmentation How To BUI LD DIM ENSI ON S TES T NAM E
    • Advanced Segmentation How To CLI CK
    • Advanced Segmentation How To
    • DEFINING GOALS in Google Analytics Definition: A goal represents an activity or a level of interaction with your Website that's important to the success of your business.
    • DEFINING GOALS in Google Analytics Assessing Business Objectives Visualize/Understand Goal Funnel, Optimize Assign $$ Value to Conversion How Are Goals Reached? Reverse Goal Path Insight for Site Optimization, Future Campaign Targets Goal Types Conversion - View Target Page Engagement - View x Pages or Spend x Time
    • DEFINING GOALS in Google Analytics CLI CK
    • DEFINING GOALS in Google Analytics CLI CK
    • DEFINING GOALS in Google Analytics
    • DEFINING GOALS in Google Analytics
    • DEFINING GOALS in Google Analytics
    • DEFINING GOALS in Google Analytics
    • ASSIGNING GOAL VALUE in Google Analytics Track Success in Dollars & Cents What is your Goal Worth? ex. Lead: Probability of Sale x Average Sale = Value 10% x $10,000 = Goal Value of $1,000 Put in Scope with Other Channels Compare ROI eCommerce Separate from “Goals” - Measures Direct Revenue
    • CUSTOM REPORTS via Google Analytics via kaushik.net
    • CUSTOM REPORTS via Google Analytics CLI CK
    • CUSTOM REPORTS via Google Analytics
    • CUSTOM REPORTS via Google Analytics
    • CUSTOM REPORTS via Google Analytics via kaushik.net
    • POTENTIAL KPIs for Social Media Engagements
    • TRAFFIC GENERATION Metrics to Watch Overall Traffic Growth Share of Traffic from Social Media New vs Returning Visitors Bounce Rate Traffic to Key Points on Site Search Engine Visibility
    • TRAFFIC GENERATION Share of SM Traffic 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%
    • ENGAGEMENT Metrics to Watch Clickthrough Length of Visit Depth of Visit Recency Interactions on Site Uploads, Comments, Usage of Tools
    • GOALS & ECOMMERCE Metrics to Watch Total Conversions Conversion Rate Conversion Value Reverse Goal Path Average Order Value
    • COST SAVINGS Metrics to Watch Compare to Other Channels: Cost Per Conversion Cost Per Sale Revenue Per Order How much would Paid Traffic Costed?
    • Next Steps Setup Google Analytics Define Goals (in GA) Discover KPIs Tag Your Social Media Links Segment Your Data Build Custom Reports Optimize Campaigns using Data Discover Hidden Successes
    • RESOURCES ConversionUniversity.com Videos & Thorough How-To’s Kaushik.net Avinash Kaushik - Google Analytics Evangelist Deeper Understanding of using Analytics Intelligence
    • Questions? @at1mp art@mindcomet.com mindcomet.com