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How to Measure Social Media in Google Analytics - Superweek 2014 #spwk

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Jeff Sauer
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Google Analytics for Social Media Filling in the Blanks Photo  Credit:  Babreka  via  Compfight  
Your Guide Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   2  
Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Google Analytics is Like Othello A Second to Learn A Lifetime to Master Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Inspirational? Is  that   Inspiring?     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Or Intimidating? Is  that   Inspiring?     Or  is  it   In>mida>ng   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Simplify
My Attempt to Simplify the Complex Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Use it to Tell a Story Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
TRACKING SOCIAL MEDIA IN GOOGLE ANALYTICS Photo  Credit:  archer10  (Dennis)    via  Compfight  
Premature Death “Social  Media  is   Dead”     Tweet  that  Now  to   Sound  Smart  in  2016     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
SOCIAL REPORTS
Social Reports = Well Guarded Secret “The  Social  Reports  in  Google   Analy>cs  are  the  Best  Thing   Nobody  is  Talking  About”     Jeff  Sauer,  2012     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Easy Grouping of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Reports Help Analysis Social  Value   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Reports Help Analysis Social  Value   Social  Plugins   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Social  Conversa>ons  
SOCIAL VALUE
Measure Value of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
SOCIAL PLUGINS
Track Interaction With Social Buttons Select  Plugins   Under  Social   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Track Interaction With Social Buttons Then  Select   Social  Source   and  Ac>on   Select  Plugins   Under  Social   Track  Social  Interac7ons:   h;ps://developers.google.com/analy7cs/devguides/collec7on/gajs/gaTrackingSocial     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
SOCIAL DATA HUB
Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa>on  from  Several  Social   Networks   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Learn About New Social Networks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
SOCIAL CONVERSATIONS
What is Being Said About Your Website? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Find Conversations and Respond Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Understand Where You are Popular Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Discover New Links Via Trackbacks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
LANDING PAGES
What Pages Drive Social Traffic? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
CAMPAIGN TRACKING
Direct Traffic in the Dark Typical  Traffic  Source   Report,  Too  much  Direct   Traffic!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Direct Numbers are Inflated Doub^ul  This  Many  People   Know  to  Type  in  Website  URL   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Use Campaign Tracking! Google  Analy7cs  URL  Builder:   h;ps://support.google.com/analy7cs/answer/1033867?hl=en     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
DARK SOCIAL
Dark Social is a Monster Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Add Hash to URL Direcmonster.js   Adds  Source  as  a   Hash  Code  to  URL   Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Reduce Direct Percentage Reduce  Direct   Percentage  by   over  50%!     Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
ADVANCED SEGMENTS
First Interaction Social Segment First  Interac>on   from  Social  Media   9%  of  Visitors   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
First Visit Social Conversions Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Segment Social Traffic Handily Create  Social   Network  Regular   Expression   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Super Easy Regular Expression facebook.com|quora.com|reddit.com|imgur.com| tapiture.com|disqus.com|9gag.com|tumblr.com| plus.google|stumbleupon.com|twiher.com| linkedin|del.icio.us|delicious.com|technora>|digg .com|  hootsuite|stumbleupon|myspace|bit.ly|tr .im|>nyurl|ow.ly|reddit|m.facebook.com| youtube|flickr|pinterest.com|^t.co$|tweetdeck   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Create  Social   Network  Regular   Expression  
Better Yet, Use the Gallery! Google  Analy7cs  Solu7ons  Gallery:  h;ps://www.google.com/analy7cs/gallery/     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
CHANNEL GROUPINGS
Group Traffic Sources into Channels Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Enhance Social With Custom Definitions Default  Grouping   is  Good   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Enhance Social With Custom Definitions Default  Grouping   is  Good   Your  Enhancements   Are  Great!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
REAL TIME ANALYTICS
Real Time for Viral Hits Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
MULTI CHANNEL FUNNELS
How Social Media Generates Revenue Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
How Social Assists Sales Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
DEMOGRAPHICS
Enable Demographics Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Segment Social Visitors Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Understand Behavior by Gender Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Understand Conversion by Age Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Determine Interests for Targeting Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Take Action
Run Display Campaigns Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Purchase Targeted Facebook Ads Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Inform Social Decisions
Google Analytics is Social “I  can’t  believe  how   awesome  the  Social  Reports   are  in  Google  Analy>cs.       Mind  Blown!  ”     Superweek  Audience,  2014       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   73  

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How to Measure Social Media in Google Analytics - Superweek 2014 #spwk

  • 1. Google Analytics for Social Media Filling in the Blanks Photo  Credit:  Babreka  via  Compfight  
  • 2. Your Guide Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   2  
  • 3. Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 4. Google Analytics is Like Othello A Second to Learn A Lifetime to Master Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 5. Inspirational? Is  that   Inspiring?     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 6. Or Intimidating? Is  that   Inspiring?     Or  is  it   In>mida>ng   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 8. My Attempt to Simplify the Complex Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 9. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 10. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 11. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 12. Use it to Tell a Story Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 13. TRACKING SOCIAL MEDIA IN GOOGLE ANALYTICS Photo  Credit:  archer10  (Dennis)    via  Compfight  
  • 14. Premature Death “Social  Media  is   Dead”     Tweet  that  Now  to   Sound  Smart  in  2016     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 16. Social Reports = Well Guarded Secret “The  Social  Reports  in  Google   Analy>cs  are  the  Best  Thing   Nobody  is  Talking  About”     Jeff  Sauer,  2012     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 17. Easy Grouping of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 18. Social Reports Help Analysis Social  Value   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 19. Social Reports Help Analysis Social  Value   Social  Plugins   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 20. Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 21. Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Social  Conversa>ons  
  • 23. Measure Value of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 25. Track Interaction With Social Buttons Select  Plugins   Under  Social   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 26. Track Interaction With Social Buttons Then  Select   Social  Source   and  Ac>on   Select  Plugins   Under  Social   Track  Social  Interac7ons:   h;ps://developers.google.com/analy7cs/devguides/collec7on/gajs/gaTrackingSocial     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 28. Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa>on  from  Several  Social   Networks   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 29. Learn About New Social Networks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 31. What is Being Said About Your Website? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 32. Find Conversations and Respond Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 33. Understand Where You are Popular Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 34. Discover New Links Via Trackbacks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 36. What Pages Drive Social Traffic? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 38. Direct Traffic in the Dark Typical  Traffic  Source   Report,  Too  much  Direct   Traffic!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 39. Direct Numbers are Inflated Doub^ul  This  Many  People   Know  to  Type  in  Website  URL   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 40. Use Campaign Tracking! Google  Analy7cs  URL  Builder:   h;ps://support.google.com/analy7cs/answer/1033867?hl=en     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 42. Dark Social is a Monster Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 43. Add Hash to URL Direcmonster.js   Adds  Source  as  a   Hash  Code  to  URL   Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 44. Reduce Direct Percentage Reduce  Direct   Percentage  by   over  50%!     Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 46. First Interaction Social Segment First  Interac>on   from  Social  Media   9%  of  Visitors   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 47. First Visit Social Conversions Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 48. Segment Social Traffic Handily Create  Social   Network  Regular   Expression   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 49. Super Easy Regular Expression facebook.com|quora.com|reddit.com|imgur.com| tapiture.com|disqus.com|9gag.com|tumblr.com| plus.google|stumbleupon.com|twiher.com| linkedin|del.icio.us|delicious.com|technora>|digg .com|  hootsuite|stumbleupon|myspace|bit.ly|tr .im|>nyurl|ow.ly|reddit|m.facebook.com| youtube|flickr|pinterest.com|^t.co$|tweetdeck   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Create  Social   Network  Regular   Expression  
  • 50. Better Yet, Use the Gallery! Google  Analy7cs  Solu7ons  Gallery:  h;ps://www.google.com/analy7cs/gallery/     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 52. Group Traffic Sources into Channels Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 53. Enhance Social With Custom Definitions Default  Grouping   is  Good   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 54. Enhance Social With Custom Definitions Default  Grouping   is  Good   Your  Enhancements   Are  Great!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 56. Real Time for Viral Hits Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 58. How Social Media Generates Revenue Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 59. How Social Assists Sales Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 61. Enable Demographics Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 62. Segment Social Visitors Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 63. Understand Behavior by Gender Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 64. Understand Conversion by Age Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 65. Determine Interests for Targeting Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 67. Run Display Campaigns Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 68. Purchase Targeted Facebook Ads Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 69. Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 70. Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 72. Google Analytics is Social “I  can’t  believe  how   awesome  the  Social  Reports   are  in  Google  Analy>cs.       Mind  Blown!  ”     Superweek  Audience,  2014       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
  • 73. Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   73