CAMPALYST WEBINARS
HOW TO MEASURE SOCIAL MEDIA
ROI WITH GOOGLE ANALYTICS
NOVEMBER 14, 2013

CAMPALYST.COM | @CAMPALYST
TWEET YOUR QUESTIONS

@CAMPALYST
CAMPALYST.COM | @CAMPALYST
WEBINAR AGENDA
• Why

do you need Google Analytics to track social media ROI?	

• How does Google Analytics treat traffic f...
http://campalyst.com/request-whitepaper
CAMPALYST.COM | @CAMPALYST
USA

2.8M

EUROPE

1.7M

AVERAGE NUMBER OF FACEBOOK FANS FOR TOP 100 US
AND EUROPEAN APPAREL & ACCESSORIES RETAILERS
CAMPA...
WHY DO YOU NEED GOOGLE

ANALYTICS TO TRACK SOCIAL MEDIA ROI?
• Social

networks have become strong traffic drivers	


• Own...
USA

87%

EUROPE

77%

PERCENTAGE OF TOP 100 APPAREL &
ACCESSORIES RETAILERS LINKING BACK TO
THEIR ONLINE STORES FROM FACE...
Percentage of Status Updates Linking to Retailers’ Online Stores
33.9%
40.3%
0%

10.25%

20.5%

Europe

CAMPALYST.COM | @C...
USA

72%

EUROPE

70%

PERCENTAGE OF TOP 100 APPAREL &
ACCESSORIES RETAILERS LINKING BACK TO THEIR
STORES FROM TWITTER
CAM...
Percentage of Tweets Linking to Retailers’ Online Stores
26%
30%
0%

7.5%

15%

Europe

CAMPALYST.COM | @CAMPALYST

22.5%
...
HOW DOES GOOGLE ANALYTICS

TREAT TRAFFIC FROM SOCIAL MEDIA?
• All

outgoing traffic is “parsed”	


• Facebook: l.php	

• Tw...
“Regular” referrals

vs.
Social Networks

CAMPALYST.COM | @CAMPALYST
CAMPALYST.COM | @CAMPALYST
HOW TO USE CUSTOM LINK TAGGING

FOR TRACKING SOCIAL MEDIA TRAFFIC?
• Link

tagging involves adding utm_ parameters

to the...
www.diesel.com/tribute

CAMPALYST.COM | @CAMPALYST

www.gilt.com/sale/women/ps-i-made-this?
utm_source=facebook.com&

utm_...
CAMPALYST.COM | @CAMPALYST
USA

54%

EUROPE

52%

PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES
RETAILERS USING LINK TAGGING FOR ADVANCED
TRACKING OF T...
HOW TO USE CUSTOM LINK TAGGING

FOR TRACKING SOCIAL MEDIA TRAFFIC?
• Link

tagging requires an internal policy

that every...
www.gilt.com/sale/women/ps-i-made-this?
utm_source=facebook.com&

utm_campaign=women&


utm_content=organic

www.gilt.com/...
HOW TO INSTRUMENT

REPORTING AND ANALYSIS
• Link

tagging without consequitive analysis is a waste of time!	

• Google Ana...
GOOGLE ANALYTICS CUSTOM REPORTS

CAMPALYST.COM | @CAMPALYST
GOOGLE ANALYTICS DASHBOARDS

CAMPALYST.COM | @CAMPALYST
CAMPALYST TWITTER PLUGIN

CAMPALYST.COM | @CAMPALYST
QUESTIONS?
!

JEVGENIJS KAZANINS
JAY@CAMPALYST.COM
BLOG.CAMPALYST.COM
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How to measure social media roi with google analytics campalyst webinar

  1. 1. CAMPALYST WEBINARS HOW TO MEASURE SOCIAL MEDIA ROI WITH GOOGLE ANALYTICS NOVEMBER 14, 2013 CAMPALYST.COM | @CAMPALYST
  2. 2. TWEET YOUR QUESTIONS @CAMPALYST CAMPALYST.COM | @CAMPALYST
  3. 3. WEBINAR AGENDA • Why do you need Google Analytics to track social media ROI? • How does Google Analytics treat traffic from social media? • How to use custom link tagging for tracking social media traffic? • How to easily instrument reporting and analysis? CAMPALYST.COM | @CAMPALYST
  4. 4. http://campalyst.com/request-whitepaper CAMPALYST.COM | @CAMPALYST
  5. 5. USA 2.8M EUROPE 1.7M AVERAGE NUMBER OF FACEBOOK FANS FOR TOP 100 US AND EUROPEAN APPAREL & ACCESSORIES RETAILERS CAMPALYST.COM | @CAMPALYST
  6. 6. WHY DO YOU NEED GOOGLE
 ANALYTICS TO TRACK SOCIAL MEDIA ROI? • Social networks have become strong traffic drivers • Owned & Paid Media • Earned Media • Neither Facebook, nor Twitter provide data on what happened after the click • Facebook Insights • Twitter Ads • Understanding the “path to purchase” requires combining Engagement metrics with Traffic data CAMPALYST.COM | @CAMPALYST
  7. 7. USA 87% EUROPE 77% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR ONLINE STORES FROM FACEBOOK CAMPALYST.COM | @CAMPALYST
  8. 8. Percentage of Status Updates Linking to Retailers’ Online Stores 33.9% 40.3% 0% 10.25% 20.5% Europe CAMPALYST.COM | @CAMPALYST 30.75% United States 41%
  9. 9. USA 72% EUROPE 70% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR STORES FROM TWITTER CAMPALYST.COM | @CAMPALYST
  10. 10. Percentage of Tweets Linking to Retailers’ Online Stores 26% 30% 0% 7.5% 15% Europe CAMPALYST.COM | @CAMPALYST 22.5% United States 30%
  11. 11. HOW DOES GOOGLE ANALYTICS
 TREAT TRAFFIC FROM SOCIAL MEDIA? • All outgoing traffic is “parsed” • Facebook: l.php • Twitter: t.co • Google Analytics cannot capture the origin of the traffic • Regular referrers vs. social networks • Paid, owned or earned? • By default, Google Analytics won’t give you actionable insights
 (good for reporting though) CAMPALYST.COM | @CAMPALYST
  12. 12. “Regular” referrals vs. Social Networks CAMPALYST.COM | @CAMPALYST
  13. 13. CAMPALYST.COM | @CAMPALYST
  14. 14. HOW TO USE CUSTOM LINK TAGGING
 FOR TRACKING SOCIAL MEDIA TRAFFIC? • Link tagging involves adding utm_ parameters
 to the the link published in social media • Link tagging allows Google Analytics
 to put social media traffic into correct “buckets” • Source, Medium, Campaign • Facebook • Url page, Facebook Ads shorteners DO NOT replace link tagging! • bit.ly • ow.ly CAMPALYST.COM | @CAMPALYST
  15. 15. www.diesel.com/tribute CAMPALYST.COM | @CAMPALYST www.gilt.com/sale/women/ps-i-made-this? utm_source=facebook.com&
 utm_campaign=women&
 utm_content=social
  16. 16. CAMPALYST.COM | @CAMPALYST
  17. 17. USA 54% EUROPE 52% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS USING LINK TAGGING FOR ADVANCED TRACKING OF TRAFFIC FROM FACEBOOK CAMPALYST.COM | @CAMPALYST
  18. 18. HOW TO USE CUSTOM LINK TAGGING
 FOR TRACKING SOCIAL MEDIA TRAFFIC? • Link tagging requires an internal policy
 that everyone on the social media team follows • Owned, earned and paid media • facebook_ads? facebookads? fbads? • The more granural you want to analyze, the more resources it involves = fbpage vs. utm_campaign = fbpage_nov_12_2013 • tagging automation can help! • utm_campaign CAMPALYST.COM | @CAMPALYST
  19. 19. www.gilt.com/sale/women/ps-i-made-this? utm_source=facebook.com&
 utm_campaign=women&
 utm_content=organic www.gilt.com/sale/women/ps-i-made-this? utm_source=facebook.com&
 utm_campaign=women&
 utm_content=facebook_ads www.gilt.com/sale/women/ps-i-made-this? utm_source=facebook.com&
 utm_campaign=women&
 utm_content=fanpage CAMPALYST.COM | @CAMPALYST
  20. 20. HOW TO INSTRUMENT
 REPORTING AND ANALYSIS • Link tagging without consequitive analysis is a waste of time! • Google Analytics custom reports • High detail • Retrospective view • Google Analytics custom dashboards • Less detail • Real-time • Other options CAMPALYST.COM | @CAMPALYST
  21. 21. GOOGLE ANALYTICS CUSTOM REPORTS CAMPALYST.COM | @CAMPALYST
  22. 22. GOOGLE ANALYTICS DASHBOARDS CAMPALYST.COM | @CAMPALYST
  23. 23. CAMPALYST TWITTER PLUGIN CAMPALYST.COM | @CAMPALYST
  24. 24. QUESTIONS? ! JEVGENIJS KAZANINS JAY@CAMPALYST.COM BLOG.CAMPALYST.COM
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