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Linking Social Media activity to Google Analytics

Lesson 18 from: Social Media Analytics

Sharon Lee Thony

Linking Social Media activity to Google Analytics

Lesson 18 from: Social Media Analytics

Sharon Lee Thony

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Lesson Info

18. Linking Social Media activity to Google Analytics

Lesson Info

Linking Social Media activity to Google Analytics

So now you know all about metrics that matter on the platforms themselves in various ways whether it's qualitative data or quantitative data In this chapter we'll talk about the importance of using two different sources of data to monitor your campaign success. We'll take a look at how you can link social media activity within google analytics to see how people coming in from these campaigns are interacting with your website. We'll also talk about how you can set up conversion tracking and event tracking so that as people go through your website all of that information is not just being captured on google analytics but also being captured back on those social media platforms whether it's the facebook pixel or the linkedin pixel. And then this way you'll be able to have a more holistic view into not just how people heard about you on social channels Or how they've interacted on your website but how the entire thing works together from a perspective more often than not a lot of these so...

cial media campaigns are developed to get consumers to convert on a website that might be making a purchase and might be submitting an email address. It might just be visiting a specific section of the website to learn more about a product or service. And it's very important that you link both what's happening on the social media side with what happens on the website side recently I worked with a client where we had phenomenal success on the facebook campaigns that we were running. We were running campaigns on both facebook and instagram. So the social media campaigns that we were running, we ran a lead generation campaign to grow her email list and we were able to increase that by five times the amount that she had started with. We ran a product launch campaign that drove an insane amount of traffic to the website more so than she had ever received before. And we also ran a holiday promotion which also got a lot of engagement and a lot of clicks and views of the video. However, as I checked in with her on a weekly or bi weekly basis, it just wasn't generating sales. So although the social media campaign was very, very successful, she wasn't able to generate revenue and the campaign wasn't generating any revenue. And so as I dug deeper into this and looked into google analytics. What we found was although the content was very compelling on the social media channels and although the audience was quite engaged and very interested in at least signing up, giving us their email address, learning more about the offers, watching the videos and even sharing it with their friends when they got to the landing pages on the website, we had experienced a very high bounce rate. So we were getting bounce rates of 85 to even 90% for specific audiences and for specific landing pages. So what we discovered was that there was an issue with conversion rate optimization or website optimization on the site itself, which became a barrier for people being able to convert and actually complete their purchase online. And so being able to tie those two things together gave us a lot more insight and a lot more knowledge into um where the holes were and where the gaps were in the strategy and that wouldn't have been something that I would have been able to see at all from the facebook, the facebook dashboard or the instagram insights panel because everything else to us looked great in terms of click through rates, in terms of conversion rates and in terms of um any kind of cost per click that we were spending. So um it's very important that you are able to tie together both sources of data when you're monitoring campaigns. So where do you find this in google analytics? You must be wondering under the acquisition report in google analytics, you will be shown the source of traffic which is going to tell you where people have come from. And for social media traffic it's going to fall under social, primarily. There are times depending on how things are grouped or how things are coded that sometimes social media traffic does end up in the other channel which is like that miscellaneous channel here on the slide, it's under number five. And so it's always important to kind of click on that and just make sure that you're not seeing any social media channels, but for the most part google analytics is smart enough to know that if someone's coming from a domain like facebook, a domain like twitter, a domain Pinterest or read it, it will automatically default group those websites and domains under social. And so what you'll see is a list. If you clicked into social you'll see a list of domains or a list of social media platforms where people have come in and from there you can take a look into google analytics to take a look at how long they're spending on your website, what the bounce rates are when they get there, how many pages they're viewing. And if you have e commerce tracking turned on, you'll also get to see how many purchases were made or how many ads to cart or how many product views were made from the various channels. This also allows you to monitor your campaigns in a way that you might see some trends from twitter users versus facebook users or you might find that linkedin users are more likely to convert than Pinterest users. You'll get that data and you'll be able to utilize it in a way that matches up with your objectives and your KPI S what's critical to being able to use these reports is for you to tag your campaigns appropriately when you are creating them. So as you create content on other platforms, you'll be creating a link that you embed into a post that you might be putting up on facebook a tweet that you're drafting for your client the link in the bio on instagram all of these things are links that are driving traffic into the website. And if you go into acquisition and you look at the source and the medium report, it'll give you some more details about specifically what content somebody interacted with before coming into the website. What's key is that you should label these links according to the campaign that you're running. So if you're not labeling these links and you're not coding them in a way that you are able to identify where this external content resides, what you're going to see in google analytics is very generic information. You'll see what's on the screen now, which is, you'll you'll definitely know where the traffic came from in terms of what domain they came from. So google can at least tell you that much. It'll tell you it's coming from reddit or it'll tell you what's coming from facebook, but it won't necessarily tell you what the person saw when they clicked on your link. If you do code the campaign appropriately, what you see here is you see that it's that traffic has come from, not just facebook but current fans of facebook that saw the campaign titled dress pants, sweatpants. So this is a label that you've just made up for yourselves, your marketer and you're going to label your campaign in a way that makes sense to you and your partners, but you determine what you're going to call the campaign and based on how you label that campaign, it'll inform google analytics of where that campaign link was placed. Same thing for perhaps a link in the bio on instagram. You want to label that sources instagram label the medium as perhaps Lincoln bio. And then if you have a January 2019 campaign that you're running, perhaps call it that or if it's the Tuxedo campaign, call it that so that you know exactly what piece of content the person saw before they click through and then converted or just came to visit. Um but you'd be able to track those visitors appropriately in order to create this tag or this U. T. M. Code. Um You would use the google U. R. L. Builder and it's very easy to get to. You just literally type in google your L builder into google, you'll be driven to a page that looks like this and you just have to fill out the form field. So you're going to put in the website, you are l of where you're driving the person, it can be the homepage or it can be a specific page on the website or it can be a different landing page depending on what your campaign um call to action is and where you plan to drive people and then you're going to input the campaign source which should match any of the defaults that are currently in google analytics. So if it's email, you're going to put an email. If it's instagram, you'll put an instagram, twitter, reddit, so on and so forth. You'll put in the campaign medium as the type of content. If it's an ad, perhaps you label it facebook ad, if it's a promoted pin from Pinterest, maybe you call it promoted pin, but label it's something that makes sense to you and then you'll name it whatever the campaign name is and I would even go a step further and actually also indicate what the campaign content was. So if it's a picture of red shoes, I would put in red shoes as the campaign content because more likely than not, you'll have several pieces of content supporting that campaign and you'd want each of those links to be labeled differently. Even if all the links are driving them to the same places on the website, it'll just be helpful to you when you go back and you look at the data while you're monitoring the campaign to know exactly what worked and what didn't work and what drove the most traffic. So hopefully that was helpful in marrying together what's happening off of the website on these social media platforms with what's happening as people come into your website so that you can really track behavior and be able to more accurately measure conversions or the KPI s that you are monitoring for your campaign to ensure success

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Fiverr Pro - Digital Marketing Strategy - Client Intake Questions.docx
SMART Goal Template.pdf
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