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Measuring social media with Google Analytics


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Produced and presented by Graeme Benstead-Hume and SiteVisibility for the Brighton Digital Marketing Festival event.

Measuring social media with Google Analytics covers campaign tracking, advanced segments & traffic filters.

Published in: Business, Technology
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Measuring social media with Google Analytics

  1. 1. Measuring Social Media with Google Analytics Graeme Benstead-Hume @mrgraeme
  2. 2. Introduction <ul><li>We will be looking at 3 different ways to segment our Social Media traffic: </li></ul><ul><li>Social Campaign Tagging </li></ul><ul><li>Advanced Segments </li></ul><ul><li>Profile Filters </li></ul><ul><li>and looking at the best metrics to measure and compare against our other traffic channels. </li></ul>
  3. 3. Campaign Tagging Campaign tagging gives us an easy way to track how well a single campaign is performing
  4. 4. What is Campaign Tagging? Campaign tagging allows us to add a small piece of tracking code to our URLs. This code allows Google Analytics to tell when someone clicks a link even if it is not on our website.
  5. 5. Why Tag your Campaigns?   <ul><li>Measure specific campaign performance </li></ul><ul><li>Compare Campaign Performance </li></ul><ul><li>Group campaigns together </li></ul>
  6. 6. URL Builder
  7. 7. Campaigns Report
  8. 8. Campaign Tagging Tips <ul><li>Segment your traffic by campaign </li></ul><ul><li>Identify the best time to participate in certain channels </li></ul><ul><li>Find out which pages your campaign traffic favors </li></ul>
  9. 9. Advanced Segments Advanced segments allow you to view & compare reports for traffic from social channels.
  10. 10. What is an Advanced Segment? Google Analytics allows us to segment our traffic by many different dimensions and metrics. Using this tool we can segment our visitors by who is referred to us via Social Media.
  11. 11. How to create an Advanced Segment
  12. 12. Building an Advanced Segment||linkedin|||technorati||hootsuite|stumbleupon|netvibes|bloglines|||friendfeed|blinklist|fark|furl|newsgator|prweb|msplinks|myspace|||||poprl|tinyurl||reddit
  13. 13. Segmented Report
  14. 14. The benefits Advanced Segments <ul><li>Compare engagement metrics against other traffic sources </li></ul><ul><li>Segment traffic by engagement goals, traffic source, campaign, keywords etc. </li></ul><ul><li>Measure social traffic share </li></ul><ul><li>Acts Retroactively </li></ul>
  15. 15. Limitations of Advanced Segments <ul><li>Harder to track user behavior across content </li></ul><ul><li>Unable to segment the Funnel Visualisation report </li></ul><ul><li>Trickier to share across user logins </li></ul>
  16. 16. Advanced Segments Tips and Tricks <ul><li>Compare goals and ecommerce conversion rates against other traffic </li></ul><ul><li>View visitor loyalty reports to measure the quality of social traffic </li></ul><ul><li>Focus on the social channels which drive the most traffic </li></ul><ul><li>Identify potential advertising opportunities by geography </li></ul>
  17. 17. Traffic Filter Filter in your social traffic before it even reaches your reports
  18. 18. What is a filter A Filter changes how Google Analytics gathers its data before it is even processed. This allows us to specify exactly what and how we see our reports.
  19. 19. Traffic Filter Warning Applying a filter to a Google Analytics Profile will remove ALL filtered traffic with no way of retrieving it afterwards. Always create a new profile for filters.
  20. 20. Creating a new Profile Navigate to the Analytics Settings screen where you should see your existing profiles.
  21. 21. Creating a new Filter Once you have created the new profile return to the Analytics Settings screen and find the edit button by the new profile: Scroll down to the filters box and click the add new filter link.
  22. 22. Referring Traffic Filter
  23. 23. Social Media Medium Filter
  24. 24. Full Referral Path Filter
  25. 25. Traffic Filter Benefits <ul><li>Works on a page view level </li></ul><ul><li>Works in funnel view </li></ul><ul><li>Easy to share across accounts </li></ul><ul><li>Opens up 20 new goals </li></ul>
  26. 26. <ul><li>Cannot compare against other traffic sources </li></ul><ul><li>Doesn’t work retroactively </li></ul>Traffic Filter Disadvantages
  27. 27. Engagement Metrics Metrics to watch and measure the quality & engagement of your traffic.
  28. 28. Bounce rate Bounce rate is a great indicator of the quality of your traffic. Do some campaigns and refers have lower bounce rates?
  29. 29. Avg. Time on Site Higher average times on site can indicate a more engaged user base. Which pages are your visitors spending their time on?
  30. 30. Visitor Loyalty Using the visitor loyalty report we can identify whether visitors are likely to return to your site. If not you should try to provide more reasons for your social traffic to return.
  31. 31. Goal & Ecommerce Conversions Social Media is as much about engagement as the bottom line. Compare the conversion rate of each of your traffic channels
  32. 32. Spikes in traffic Spikes in social media traffic can help you identify which campaigns & activity are performing most effectively.
  33. 33. The new social plugin for Google Analytics allows us to measure & segment ‘Socially Engaged’ traffic. Google Analytics’ push into engagement
  34. 34. Already works for onpage Google+ buttons! For other channels we can start to use an alternative to event tracking: _gaq.push(['_trackSocial', 'facebook', 'like', document.location.href]); Instead of _gaq.push(['_trackEvent', 'facebook', 'like', document.location.href]); Social Plugin overview
  35. 35. Google Analytics Social Plugin Search for: google social plugin
  36. 36. Thank you! @mrgraeme Resources available at