Using Google Analytics
       to Measure
  Social Media Success
                            Welcome! We will begin shortly...
a little about me...
      Web Strategist, Geek, Entrepreneur, Mother,
      Wife, Webgrrl, Computer Engineer and MBA2
   ...
Overview
            • What to Measure
            • Measurement Basics
            • What it means to Measure Success
   ...
First Step:
                                                                            Understand
                       ...
Start
   with
 Business
  Goal
    &
Objectives
  photo by laffy4k @ Flickr CC - http://www.flickr.com/photos/laffy4k/20254...
Develop a
                                             Social Media
                                                 Plan
...
Measurement Basics
photo by aussiegall @ Flickr CC - http://www.flickr.com/photos/aussiegall/286709039/


     Sarah Worsha...
Pageview




Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Pageview




Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Hits - Not Very Useful




Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Bounce Rate
photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484


    Sarah Worsham, Sazbean Con...
Time
                                                          on
                                                        ...
Traffic
Sources




photo by respres @ Flickr CC - http://www.flickr.com/photos/respres/2544979655/


    Sarah Worsham, Saz...
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
What it Means to
                                                               Measure Success




photo by House of Sims...
What’s working
                                       in your
                                     Social Media
          ...
What can                                                            tell you?
•How much traffic (and                       ...
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Find Landing or Content Pages by Title or URL

    Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Entrance Sources -- where traffic came from
               for this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Entrance Keywords -- what keywords people
searched for to get to this page
Sarah Worsham, Sazbean Consulting DBA Dynalink,...
Entrance Paths -- what people did after
visiting this page
 Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Navigation Summary -- what people did
before & after visiting this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Goals                                                                     the
 are                                        ...
Total Conversions -- by day, how many
people actually completed your form/action
 Sarah Worsham, Sazbean Consulting DBA Dy...
Goal Conversion Rate -- by day, what percentage
of people who came to the landing page, actually
completed the form or act...
Reverse Goal Path -- different paths people
took to complete your action
 Sarah Worsham, Sazbean Consulting DBA Dynalink, ...
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Intelligence -- for extra tidbits & insights




    Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
For Advanced Users -- check out Custom Reports




    Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
Let’s
Review!
                  1. Start with Your Business Goal & Objectives
                  2. Understand what metrics...
To Learn More:
                                                     Sazbean.com
                        blog, podcasts, up...
Any
                                                          Questions?




photo by -bast- @ Flickr CC - http://www.flick...
Connect with me...
    SazbeanConsulting.com
    Blog: Sazbean.com
    Twitter.com/sazbean
    Facebook: www.facebook.com/...
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Using Google Analytics to Measure Social Media Success

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Now that you’re using social media, do you know whether or not it’s working for your business? Wondering what all those numbers mean in Google Analytics? Learn the basics of measuring social media success with Google Analytics in this presentation by Sarah Worsham, CEO & Web Strategist from Sazbean Consulting.

Published in: Business

Using Google Analytics to Measure Social Media Success

  1. 1. Using Google Analytics to Measure Social Media Success Welcome! We will begin shortly. Sarah Worsham Web Strategist & CEO Sazbean Consulting Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  2. 2. a little about me... Web Strategist, Geek, Entrepreneur, Mother, Wife, Webgrrl, Computer Engineer and MBA2 (in no particular order) what that means... I help companies and organizations grow online by creating digital strategies based on customized analysis and achievement of business goals. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  3. 3. Overview • What to Measure • Measurement Basics • What it means to Measure Success • What Google Analytics can tell you about success in your social media strategy • Q&A Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  4. 4. First Step: Understand what to measure photo by Memotions @ Flickr CC - http://www.flickr.com/photos/memotions/259656126/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  5. 5. Start with Business Goal & Objectives photo by laffy4k @ Flickr CC - http://www.flickr.com/photos/laffy4k/202540347/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  6. 6. Develop a Social Media Plan Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  7. 7. Measurement Basics photo by aussiegall @ Flickr CC - http://www.flickr.com/photos/aussiegall/286709039/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  8. 8. Pageview Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  9. 9. Pageview Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  10. 10. Hits - Not Very Useful Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  11. 11. Bounce Rate photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  12. 12. Time on Site photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  13. 13. Traffic Sources photo by respres @ Flickr CC - http://www.flickr.com/photos/respres/2544979655/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  14. 14. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  15. 15. What it Means to Measure Success photo by House of Sims @ Flickr CC - http://www.flickr.com/photos/houseofsims/3117592302/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  16. 16. What’s working in your Social Media Plan Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  17. 17. What can tell you? •How much traffic (and •Which content do people from where) your Base of seem to appreciate? Operations is getting •What other sites are •Which Calls to Action are linking to your site? working •How are people getting •Which Landing Pages are to a particular content or working landing page? •Where in the Conversion •What pages are people Process people are getting visiting to convert? stuck and more.... Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  18. 18. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  19. 19. Find Landing or Content Pages by Title or URL Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  20. 20. Entrance Sources -- where traffic came from for this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  21. 21. Entrance Keywords -- what keywords people searched for to get to this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  22. 22. Entrance Paths -- what people did after visiting this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  23. 23. Navigation Summary -- what people did before & after visiting this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  24. 24. Goals the are Gold where is photo by covilha @ Flickr CC - http://www.flickr.com/photos/11139043@N00/1439804758/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  25. 25. Total Conversions -- by day, how many people actually completed your form/action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  26. 26. Goal Conversion Rate -- by day, what percentage of people who came to the landing page, actually completed the form or action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  27. 27. Reverse Goal Path -- different paths people took to complete your action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  28. 28. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  29. 29. Intelligence -- for extra tidbits & insights Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  30. 30. For Advanced Users -- check out Custom Reports Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  31. 31. Let’s Review! 1. Start with Your Business Goal & Objectives 2. Understand what metrics help you measure attainment of that goal 3. What are you doing in your social media strategy to help you achieve your business goal? 4.How can you measure success in your particular social media plan? 5. Look for metrics & data in Google Analytics to help you understand what’s working Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  32. 32. To Learn More: Sazbean.com blog, podcasts, upcoming webinars SazbeanConsulting.com Internet Marketing & Strategy Recommended Reading: Web Analytics: An Hour a Day by Avinash Kaushik (amazon affiliate link) Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  33. 33. Any Questions? photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  34. 34. Connect with me... SazbeanConsulting.com Blog: Sazbean.com Twitter.com/sazbean Facebook: www.facebook.com/sazbean LinkedIn: http://www.linkedin.com/in/sazbean saz@sazbean.com Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
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