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Social Referrers and Links


If tracking social media is new territory for you, this is a presentation you must see. Learn two practical ways to track traffic on your own with Webtrends Analytics, including referrers and how to …

If tracking social media is new territory for you, this is a presentation you must see. Learn two practical ways to track traffic on your own with Webtrends Analytics, including referrers and how to tag, shrink and share social media campaign links.

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  • 1. Social Referrers & LinksJune Dershewitz
  • 2.
    • VP Analytics at Semphonic
    • 3. Web Analytics Association Board Member
    • 4. Experience: 12 yrs in web analytics, 6 yrs as Webtrends user
    • 5. Webtrends Certified Professional, 2010
    • 6. Semphonic is a leading web analytics consultancy
    • 7. Based in SF, with offices in Boston, NYC, DC and Portland
    • 8. Clients include American Express, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies
    • 9. Learn more:
    Hi, I’m June Dershewitz
  • 10. About This Workshop
    I’ll cover two practical ways to track social media traffic on your own site using Webtrends Analytics:
    Part 1: Social Referrers
    Referring domains, traffic sources and why some social traffic is direct
    Part 2: Social Campaigns
    How to tag, shrink, share and analyze social media campaign links
  • 11. Part 1: Social Referrers
  • 12. Social Referrers: Domain-Level Reporting
    Use the Referring Domains report as a starting point for understanding social media traffic to your site - no configuration needed
  • 13. Social Referrers: Traffic Source Reporting
    • The current version of Analytics (both On Demand and On Premises) includes a new dimension called Traffic Source, with these values:
    • 14. Paid Search
    • 15. Organic Search
    • 16. Campaigns
    • 17. Direct Traffic
    • 18. Other Referrers
    • 19. And custom values passed by you using WT.tsrc (e.g. Social Media)
    • 20. Another approach: create a custom report using a lookup table for Traffic Source and key it off of Referring Domain
  • Social Referrers: Reasons for Direct Traffic
    There are many, many reasons for direct traffic, including:
    Somebody really did type in the address or used a bookmark to get to your page
    They clicked on a link in an email (not always true.  If they used some kind of web mail, the web mail server will be the referrer)
    The link was in a document
    The link originates at a secure (https:) page and your page is not secure (http)
    Spiders and bots may be programmed to suppress the referrer information (this one mostly applies to server logs, rarely to SDC)
    … etc. etc. etc.
    Source: Webtrends Outsider blog, 2008
  • 21. Social Referrers: Some Social Traffic is Direct
    • Social activity originating from mobile apps will be direct
    • 22. Example: Facebook Mobile App
    • There are more than 200 million active users currently accessing Facebook through their mobile devices.
    • 23. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    Source: Facebook PR
    web site
  • 24. Social Referrers: Some Social Traffic is Direct
    • Social desktop app to browser pass-throughs will be direct
    • 25. Example: TweetDeck
    web site
  • 26. Social Referrers: URL Shorteners & Direct Traffic
    • Do URL shorteners show up as the true source, the shortener, or direct in site analytics? No guarantee. Test to be sure.
    • 27. reports breakdown by referrer. Some clicks will show up as true source in site analytics, others show up as direct.
  • Social Referrers: Conclusion
    • Some socially-sourced traffic appears within Referring Domains
    • 28. Other social activity winds up as Direct Traffic
    • 29. If you want to be certain of social sourcing, use Campaigns
  • Part 2: Social Campaigns
  • 30. Social Campaigns
    Why do it?
    • Ability to tie social media activity to site goals
    • 31. Measure different variations or placements of social links, and compare to other marketing channels
    • 32. So you can say, “Here’s a Twitter campaign we ran last month that generated $23,000 in revenue.”
    How to do it?
    Tag: apply campaign codes to URLs
    Shrink: pass URLs through a link shortener
    Post: deploy short links on social sites
    Analyze: match campaigns with goal behaviors
  • 33. Social Campaigns: Step 1 of 4: Tag
    • Follow your company’s campaign coding standards, if an established policy exists
    • 34. Treat social media just like traditional channels such as email
    • 35. If you’re going to post a link on multiple social sites, create one campaign code per site. So: one for Facebook, one for LinkedIn, etc.
  • Social Campaigns: Step 2 of 4: Shrink
    Use or another link shortener
    You can track basic stats at this step
  • 36. Social Campaigns: Step 3 of 4: Post
    Once you have a set of tagged short links, go out and post them on Twitter, Facebook, LinkedIn, etc.
    • Some companies build simple tools from scratch that allow them to automate tagging and shrinking their URLs, they then grab the links and post them manually
    • 37. Using Hootsuite (or similar) you can tag, shrink and post within a single interface, since campaign coding and URL shortening are built directly into the tool
    • 38. The choice is up to you; just find a process your team can live with
  • Social Campaigns: Shortcuts
    Combine Steps 1-3 (tag/shorten/post) using HootSuite Pro
  • 39. Social Campaigns: Step 4 of 4: Analyze
    View your Campaign reports in Webtrends Analytics
    For better reporting, put social campaign metadata in your campaigns.csv translation file
  • 40. Social Campaigns: Step 4 of 4: Analyze
    Why not just use URL shortener stats?
    • Since URL shorteners like provide stats, some people may question whether it’s necessary to append campaign codes at all
    • 41. tracks clicks but it does not tie to downstream goal behaviors
    • 42. To connect social media efforts to outcomes, you must track links as campaigns
    • 43. Don’t try to reconcile vs. site data - there are broad differences
  • Questions?
  • 44. Thank you!
    June Dershewitz