Measuring Social Media Impact with Google Analytics

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Measuring Social Media Impact with Google Analytics

  1. 1. Measuring Social Media Impact with Google Analytics Matt Aster Manager, Inbound Marketing Precision Dialogue
  2. 2. Data Attribution If you’re main KPI for social is revenue in Google Analytics, you’re going to have a bad time.
  3. 3. Instead, look at overall contribution
  4. 4. Agenda • • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Social media impact to website engagement Online/Offline Reconciliation
  5. 5. About Me  10+ years experience in online marketing  Data background from Goodyear & Progressive  Manager, Inbound Marketing at Precision Dialogue, a Forrester ranked Customer Engagement Agency @MattAster I create strategies and optimize campaigns by using both new and existing digital techniques.
  6. 6. Today You Will Learn • How to accurately measure social media traffic to your website. • Where to look to determine possible attribution paths. • A technique for syncing your online data in Google Analytics with your offline CRM (which will ultimately allow 1:1 social mapping)
  7. 7. Agenda • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Online/Offline Reconciliation
  8. 8. Track your URLs • Utilize UTM tracking – http://bit.ly/GABuilder – Ensure that “social” is in the medium • Ideally build your own shortener/redirect – Edit links after launch – Insert forgotten parameters
  9. 9. Best Practices (continued) • Keep your data clean – Remove dev/test – Exclude your IP(s) • Establish goals (think microconversions) • Withhold judgment!
  10. 10. Agenda • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Online/Offline Reconciliation
  11. 11. _trackSocial _trackSocial(network, socialAction, opt_target, opt_pagePath) Useful for seeing total actions taken, that’s about it right now. http://bit.ly/SocialInteraction (link to documentation in GA help)
  12. 12. Agenda • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Online/Offline Reconciliation
  13. 13. Reports That Include Social Data
  14. 14. Create an Advanced Segment • If you didn’t set up campaign tracking the way I suggested, you’ll need this regular expression facebook|twitter|myspace|linkedin|stumbleupon|digg|youtube|flickr|pinterest|etc|etc|etc • If you did set it up the way I recommended
  15. 15. Use The Advanced Segment INSIGHTS!
  16. 16. Alerting
  17. 17. Real Time Reporting
  18. 18. Move The Needle
  19. 19. Discover your Social Contribution Go find out your social contribution to your site. Google Analytics > Conversions > Multi Channel > Top Paths If you’re ecommerce look at Year over Year difference in revenue. Move The Needle
  20. 20. Agenda • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Online/Offline Reconciliation
  21. 21. Attribution is not easy • Attribution modeling is not easy, but spend some time understanding what’s happening on your site
  22. 22. Conversion Segments in GA • Build hypotheses and create segments
  23. 23. Agenda • • • • • Best practices for social data in Google Analytics What is _trackSocial, and how do I use it? Standard reports that include social data Attribution modeling Online/Offline Reconciliation
  24. 24. What and Why? • Google Analytics can’t hold any PII – Creative alternative is to insert a unique identifier into GA as a proxy • Match your records offline to the data in GA using the unique identifier – If you have offline conversions you’ll know their traffic source – Begin understanding lifetime value
  25. 25. Rough Schema Google cv #AB12 Your Website Cookie: <deleted> ID AB12 Cookie: <not present> ID AB12 I’ll explain more in second half CRM ID #AB12
  26. 26. Key Takeaways  Know your key performance indicators  Keep them realistic and actionable  Be realistic with goals and expectations  Data is your friend  Be consistent    How you tag How you report Metrics
  27. 27. Thank You www.onlinemarketinginstitute.org Matt.Aster@precisiondialogue.com @MattAster

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