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Measuring
Social with
Google Analytics
Corey Morris
Vice President of Marketing
@coreydmorris
@voltagekc @coreydmorris
About Me
12 Years in Digital Marketing
Search Engine Journal Contributor
KC Search Conference Fou...
@voltagekc @coreydmorris
About Voltage
Founded in 2005 in 

Kansas City, MO
Digital Marketing Agency
Award Winning Success...
@voltagekc @coreydmorris
Slideshare
This presentation is available at:
http://bit.ly/SMCKC
@voltagekc @coreydmorris
The Problem
@voltagekc @coreydmorris
More data than ever before
@voltagekc @coreydmorris
Growth & Maturity of Digital Marketing
@voltagekc @coreydmorris
Evolution of Digital Marketing
Search Engine Optimization Web Analytics & CRO
Content Strategy &
...
businessinsider.com
@voltagekc @coreydmorris
@voltagekc @coreydmorris
@voltagekc @coreydmorris
Approach
@voltagekc @coreydmorris
Approach
End goal alignment
Setting expectations
Create measurement and reporting plan
Execute ou...
@voltagekc @coreydmorris
Things That Unify
@voltagekc @coreydmorris
Shared End Goals
ROI
Conversions
- Direct Revenue
- Lead Generation
Engagement
- Traffic
- Intera...
@voltagekc @coreydmorris
The Customer
Journey
@voltagekc @coreydmorris
Personas & The Customer Journey
	Talking points
@voltagekc @coreydmorris
Attribution
First Click
Last Click
Specific Models
Blindspots
Tracking
Cookies
Pixels
IP Addresses
@voltagekc @coreydmorris
Google Analytics
@voltagekc @coreydmorris
Real-Time > Overview
@voltagekc @coreydmorris
Audience > Demographics
@voltagekc @coreydmorris
Audience > Demographics
@voltagekc @coreydmorris
Audience > Interests > Overview
abc
@voltagekc @coreydmorris
Audience > Technology > Browser & OS
abc
@voltagekc @coreydmorris
Audience > Lifetime Value
abc
@voltagekc @coreydmorris
Audience > User Explorer
abc
@voltagekc @coreydmorris
Audience > Location
abc
@voltagekc @coreydmorris
Acquisition > Channels
abc
@voltagekc @coreydmorris
Traffic Metrics
@voltagekc @coreydmorris
Conversions > Overview
with and without setup screens
@voltagekc @coreydmorris
Conversions > Overview
with and without setup screens
@voltagekc @coreydmorris
Conversions > Model Comparison Tool
abc
@voltagekc @coreydmorris
Conversions > Assisted Conversions
abc
@voltagekc @coreydmorris
Conversions > Top Conversion Paths
time lag, paths, etc
@voltagekc @coreydmorris
Acquisition > Social > Overview
abc
@voltagekc @coreydmorris
Acquisition > Social >Network Referrals
abc
@voltagekc @coreydmorris
Acquisition > Social > Landing Pages
abc
@voltagekc @coreydmorris
Acquisition > Social > Conversions
conversions and conversion segments
@voltagekc @coreydmorris
Acquisition > Social > Users flow
abc
@voltagekc @coreydmorris
Acquisition > Campaigns
abc
@voltagekc @coreydmorris
Behavior > Event Tracking
abc
@voltagekc @coreydmorris
Ongoing Monitoring 

for Success
@voltagekc @coreydmorris
Google Analytics Dashboard
abc
@voltagekc @coreydmorris
Third Party Dashboards
@voltagekc @coreydmorris
Third Party Dashboards
@voltagekc @coreydmorris
Benchmarking
abc
@voltagekc @coreydmorris
Key Takeaways
@voltagekc @coreydmorris
Key Takeaways
Goal Alignment: Alignment with global business &
marketing goals
Analytics & Report...
@voltagekc @coreydmorris
References
References:
• https://blog.hootsuite.com/tracking-social-media-in-google-analytics/
• ...
Measuring
Social with
Google Analytics
Corey Morris
Vice President of Marketing
@coreydmorris
SMCKC September Breakfast: Measuring Social with Google Analytics
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SMCKC September Breakfast: Measuring Social with Google Analytics

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We have more data at our fingertips than ever before, yet it seems to continue to get harder to measure what really matters in our social media and digital marketing campaigns. This presentation will provide a walkthrough of some simple, yet powerful tools and reporting available in Google Analytics that we can leverage today.

Published in: Data & Analytics
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SMCKC September Breakfast: Measuring Social with Google Analytics

  1. 1. Measuring Social with Google Analytics Corey Morris Vice President of Marketing @coreydmorris
  2. 2. @voltagekc @coreydmorris About Me 12 Years in Digital Marketing Search Engine Journal Contributor KC Search Conference Founder SEMPO Global Board Member Past KC Tech Radio Personality NWMSU PAC Member Awesome Wife & 
 Two Wonderful Kids
  3. 3. @voltagekc @coreydmorris About Voltage Founded in 2005 in 
 Kansas City, MO Digital Marketing Agency Award Winning Success 
 for clients in wide range 
 of industries Growing team, new office 
 space, exciting times!
  4. 4. @voltagekc @coreydmorris Slideshare This presentation is available at: http://bit.ly/SMCKC
  5. 5. @voltagekc @coreydmorris The Problem
  6. 6. @voltagekc @coreydmorris More data than ever before
  7. 7. @voltagekc @coreydmorris Growth & Maturity of Digital Marketing
  8. 8. @voltagekc @coreydmorris Evolution of Digital Marketing Search Engine Optimization Web Analytics & CRO Content Strategy & Marketing Email Marketing Social Media Marketing PPC Advertising Inbound Marketing & Lead Nurturing Local Search / Business Listings Management
  9. 9. businessinsider.com
  10. 10. @voltagekc @coreydmorris
  11. 11. @voltagekc @coreydmorris
  12. 12. @voltagekc @coreydmorris Approach
  13. 13. @voltagekc @coreydmorris Approach End goal alignment Setting expectations Create measurement and reporting plan Execute our campaigns and strategies
  14. 14. @voltagekc @coreydmorris Things That Unify
  15. 15. @voltagekc @coreydmorris Shared End Goals ROI Conversions - Direct Revenue - Lead Generation Engagement - Traffic - Interactions - Audience Growth Impressions
  16. 16. @voltagekc @coreydmorris The Customer Journey
  17. 17. @voltagekc @coreydmorris Personas & The Customer Journey Talking points
  18. 18. @voltagekc @coreydmorris Attribution First Click Last Click Specific Models Blindspots Tracking Cookies Pixels IP Addresses
  19. 19. @voltagekc @coreydmorris Google Analytics
  20. 20. @voltagekc @coreydmorris Real-Time > Overview
  21. 21. @voltagekc @coreydmorris Audience > Demographics
  22. 22. @voltagekc @coreydmorris Audience > Demographics
  23. 23. @voltagekc @coreydmorris Audience > Interests > Overview abc
  24. 24. @voltagekc @coreydmorris Audience > Technology > Browser & OS abc
  25. 25. @voltagekc @coreydmorris Audience > Lifetime Value abc
  26. 26. @voltagekc @coreydmorris Audience > User Explorer abc
  27. 27. @voltagekc @coreydmorris Audience > Location abc
  28. 28. @voltagekc @coreydmorris Acquisition > Channels abc
  29. 29. @voltagekc @coreydmorris Traffic Metrics
  30. 30. @voltagekc @coreydmorris Conversions > Overview with and without setup screens
  31. 31. @voltagekc @coreydmorris Conversions > Overview with and without setup screens
  32. 32. @voltagekc @coreydmorris Conversions > Model Comparison Tool abc
  33. 33. @voltagekc @coreydmorris Conversions > Assisted Conversions abc
  34. 34. @voltagekc @coreydmorris Conversions > Top Conversion Paths time lag, paths, etc
  35. 35. @voltagekc @coreydmorris Acquisition > Social > Overview abc
  36. 36. @voltagekc @coreydmorris Acquisition > Social >Network Referrals abc
  37. 37. @voltagekc @coreydmorris Acquisition > Social > Landing Pages abc
  38. 38. @voltagekc @coreydmorris Acquisition > Social > Conversions conversions and conversion segments
  39. 39. @voltagekc @coreydmorris Acquisition > Social > Users flow abc
  40. 40. @voltagekc @coreydmorris Acquisition > Campaigns abc
  41. 41. @voltagekc @coreydmorris Behavior > Event Tracking abc
  42. 42. @voltagekc @coreydmorris Ongoing Monitoring 
 for Success
  43. 43. @voltagekc @coreydmorris Google Analytics Dashboard abc
  44. 44. @voltagekc @coreydmorris Third Party Dashboards
  45. 45. @voltagekc @coreydmorris Third Party Dashboards
  46. 46. @voltagekc @coreydmorris Benchmarking abc
  47. 47. @voltagekc @coreydmorris Key Takeaways
  48. 48. @voltagekc @coreydmorris Key Takeaways Goal Alignment: Alignment with global business & marketing goals Analytics & Reporting Plan: Map available analytics and reporting to your social media plan Attribution: Understand attribution, assisted conversions, and the value of social Ongoing Analytics: Integrate analytics into your ongoing process
  49. 49. @voltagekc @coreydmorris References References: • https://blog.hootsuite.com/tracking-social-media-in-google-analytics/ • http://www.socialmediaexaminer.com/how-to-measure-social-media-using-google- analytics-reports/ • https://simplymeasured.com/blog/how-to-use-google-analytics-for-social-media- measurement/#sm.0000x22cel15gqe2iuela7qxxx3d4 • https://blog.bufferapp.com/google-analytics-reports-social-media Photo Credits: • https://media.licdn.com/mpr/mpr/ AAEAAQAAAAAAAAleAAAAJGRkYWQwYjA2LTM4NGItNDBmOS1hYTU5LTAzMTM5N2Q1 ZDgwYw.jpg
  50. 50. Measuring Social with Google Analytics Corey Morris Vice President of Marketing @coreydmorris

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