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Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
Drilling into Social with Google Analytics
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Drilling into Social with Google Analytics

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Understanding how your social media efforts contribute to your bottom line has been a challenge for many businesses up until now. The new social reports inside Google Analytics now allows you to drill …

Understanding how your social media efforts contribute to your bottom line has been a challenge for many businesses up until now. The new social reports inside Google Analytics now allows you to drill into your social media efforts, collecting both on-site and off-site social data. In this presentation, I walk through the essential reports and what data points to look for when evaluating your social marketing efforts.

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  • 1. Drilling into Social with Google Analytics Jackson Lo Cardinal Path +Jackson Lo, @jackson_lowww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 1
  • 2. Acquisition, Engagement, Conversion Credits: cutroni.com Traffic Sources > Socialwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 2
  • 3. Overview Break it out into specific micro conversions Impact of social media on your conversions.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 3
  • 4. ACQUISITIONwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 4
  • 5. Social Sources Traffic Sources > Social > (Sources / Pages)www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 5
  • 6. Social Sources Different websites have different preferred networks.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 6
  • 7. Social Sources Pinterest is the highest referring social sources for this website! GA tells us which page was pinned! This is your most popular content on Pinterest! Know where people are sharing your content!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 7
  • 8. Social Sources Social referred traffic Social Data Hub Partner Social Sources tell us from where we are acquiring traffic.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 8
  • 9. Social Sources Drill down deep to see where you’re being mentioned!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 9
  • 10. Analytics Social Data Hub Free platform used to integrate social activity streams.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 10
  • 11. Content Popularity by Activities Content with most activities happening off your website.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 11
  • 12. Social Networks and Actions 41 sources referenced (linked to) our content!? Where and what actions did they take?www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 12
  • 13. Social Sources Matthew bookmarked my content, nice! Great opportunity to Trackbacks tell me thank and build a WHO’s linking to me! relationship with them! Go ahead and analyze off-site actions in Google Analytics.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 13
  • 14. Social Pages Use Google Analytics to see how engaged your content is.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 14
  • 15. Activity Stream - Conversations Dig deep into the off site conversations for Google+.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 15
  • 16. Google+ Ripple Markus is influenced by Stephane, but Stephane is not connected with Markus, yet. 3 reshares in Stephane’s network. See how your content is amplified on Google+ with Ripples.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 16
  • 17. The Google+ Ripples Effect One person can make a drastic difference!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 17
  • 18. SOCIAL WHAT!? SOCIAL MEDIA ENGAGEMENTwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 18
  • 19. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19
  • 20. Social Plugins Traffic Sources > Social > (Social Plugins / Social Visitors Flow)www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 20
  • 21. Social Plugins Content gets share the most on Twitter / Google+ from our website.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 21
  • 22. Social Plugins A lot of buttons, but NOT working for this site. A lot of buttons, but working for this site. 5 buttons Present share buttons that MAKE SENSE!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 22
  • 23. Social PluginsThese are trackedin Google Analyticsas social actions. Use _trackSocial() to customize your social tracking.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 23
  • 24. Social Visitors Flow Quickly, Twitter sends the most traffic to the blog. People from Blogger views more pages. How do visitors from social navigate through your site?www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 24
  • 25. CONVERSIONSwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 25
  • 26. Macro & Micro Conversions Macro Micro Look at both sides of the coin.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 26
  • 27. Types of Micro ConversionsMicro conversions can be Submissions or Social Interactions.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 27
  • 28. Conversions Traffic Sources > Social > Conversionswww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 28
  • 29. Conversions Largest sources of conversions. Total conversions from the various sources.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 29
  • 30. Assisted / Last Interaction Conversionswww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 30
  • 31. Assisted / Last Interaction ConversionsBreak down your conversions by assisted & last interactions.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 31
  • 32. Going Beyond… Take a look at where you guest blog / partner blogs! http://bit.ly/SOCIALimpactwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 32
  • 33. Comparing Social Groups Trends Define your groups using Custom Advanced Segments Which group of social networks perform better?www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 33
  • 34. Custom Social Media Dashboard Acquisition Engagement Conversions http://bit.ly/JCSMDBwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 34
  • 35. Drilling into Social with Google Analytics, Q&A Jackson Lo Cardinal Path +Jackson Lo, @jackson_lowww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 35

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