Using Google Analytics to Measure Social Media Success

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

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.


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


First Step:
Understand
what
to
measure

photo by Memotions @ Flickr CC - http://www.ﬂickr.com/photos/memotions/259656126/


Start
with
Business
Goal
&
Objectives
photo by laffy4k @ Flickr CC - http://www.ﬂickr.com/photos/laffy4k/202540347/


Develop a
Social Media
Plan


Measurement Basics
photo by aussiegall @ Flickr CC - http://www.ﬂickr.com/photos/aussiegall/286709039/


Pageview


Hits - Not Very Useful


Bounce Rate
photo by mskogly @ Flickr CC - http://www.ﬂickr.com/photos/mskogly/2658719484


Time
on
Site

photo by mskogly @ Flickr CC - http://www.ﬂickr.com/photos/mskogly/2658719484


Trafﬁc
Sources

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


What it Means to
Measure Success

photo by House of Sims @ Flickr CC - http://www.ﬂickr.com/photos/houseofsims/3117592302/


What’s working
in your
Social Media
Plan


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....

Find Landing or Content Pages by Title or URL


Entrance Sources -- where trafﬁc came from
for this page

Entrance Keywords -- what keywords people
searched for to get to this page

Entrance Paths -- what people did after
visiting this page

Navigation Summary -- what people did
before & after visiting this page

Goals the
are Gold
where is

photo by covilha @ Flickr CC - http://www.ﬂickr.com/photos/11139043@N00/1439804758/


Total Conversions -- by day, how many
people actually completed your form/action

Goal Conversion Rate -- by day, what percentage
of people who came to the landing page, actually
completed the form or action

Reverse Goal Path -- different paths people
took to complete your action

Intelligence -- for extra tidbits & insights


For Advanced Users -- check out Custom Reports


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


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)


Any
Questions?

photo by -bast- @ Flickr CC - http://www.ﬂickr.com/photos/-bast-/349497988/


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


Using Google Analytics to Measure Social Media Success

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