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How to measure social media roi with google analytics campalyst webinar

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  • 1. CAMPALYST WEBINARS HOW TO MEASURE SOCIAL MEDIA ROI WITH GOOGLE ANALYTICS NOVEMBER 14, 2013 CAMPALYST.COM | @CAMPALYST
  • 2. TWEET YOUR QUESTIONS @CAMPALYST CAMPALYST.COM | @CAMPALYST
  • 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. http://campalyst.com/request-whitepaper CAMPALYST.COM | @CAMPALYST
  • 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. 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. USA 87% EUROPE 77% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR ONLINE STORES FROM FACEBOOK CAMPALYST.COM | @CAMPALYST
  • 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. USA 72% EUROPE 70% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR STORES FROM TWITTER CAMPALYST.COM | @CAMPALYST
  • 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. 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. “Regular” referrals vs. Social Networks CAMPALYST.COM | @CAMPALYST
  • 13. CAMPALYST.COM | @CAMPALYST
  • 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. 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. CAMPALYST.COM | @CAMPALYST
  • 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. 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. 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. 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. GOOGLE ANALYTICS CUSTOM REPORTS CAMPALYST.COM | @CAMPALYST
  • 22. GOOGLE ANALYTICS DASHBOARDS CAMPALYST.COM | @CAMPALYST
  • 23. CAMPALYST TWITTER PLUGIN CAMPALYST.COM | @CAMPALYST
  • 24. QUESTIONS? ! JEVGENIJS KAZANINS JAY@CAMPALYST.COM BLOG.CAMPALYST.COM