How to measure social media roi with google analytics campalyst webinar
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How to measure social media roi with google analytics campalyst webinar
- 1. CAMPALYST WEBINARS HOW TO MEASURE SOCIAL MEDIA ROI WITH GOOGLE ANALYTICS NOVEMBER 14, 2013 CAMPALYST.COM | @CAMPALYST
- 2. TWEET YOUR QUESTIONS @CAMPALYST CAMPALYST.COM | @CAMPALYST
- 3. WEBINAR AGENDA • Why do you need Google Analytics to track social media ROI? • How does Google Analytics treat traffic from social media? • How to use custom link tagging for tracking social media traffic? • How to easily instrument reporting and analysis? CAMPALYST.COM | @CAMPALYST
- 5. USA 2.8M EUROPE 1.7M AVERAGE NUMBER OF FACEBOOK FANS FOR TOP 100 US AND EUROPEAN APPAREL & ACCESSORIES RETAILERS CAMPALYST.COM | @CAMPALYST
- 6. WHY DO YOU NEED GOOGLE ANALYTICS TO TRACK SOCIAL MEDIA ROI? • Social networks have become strong traffic drivers • Owned & Paid Media • Earned Media • Neither Facebook, nor Twitter provide data on what happened after the click • Facebook Insights • Twitter Ads • Understanding the “path to purchase” requires combining Engagement metrics with Traffic data CAMPALYST.COM | @CAMPALYST
- 7. USA 87% EUROPE 77% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR ONLINE STORES FROM FACEBOOK CAMPALYST.COM | @CAMPALYST
- 8. Percentage of Status Updates Linking to Retailers’ Online Stores 33.9% 40.3% 0% 10.25% 20.5% Europe CAMPALYST.COM | @CAMPALYST 30.75% United States 41%
- 9. USA 72% EUROPE 70% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR STORES FROM TWITTER CAMPALYST.COM | @CAMPALYST
- 10. Percentage of Tweets Linking to Retailers’ Online Stores 26% 30% 0% 7.5% 15% Europe CAMPALYST.COM | @CAMPALYST 22.5% United States 30%
- 11. HOW DOES GOOGLE ANALYTICS TREAT TRAFFIC FROM SOCIAL MEDIA? • All outgoing traffic is “parsed” • Facebook: l.php • Twitter: t.co • Google Analytics cannot capture the origin of the traffic • Regular referrers vs. social networks • Paid, owned or earned? • By default, Google Analytics won’t give you actionable insights (good for reporting though) CAMPALYST.COM | @CAMPALYST
- 12. “Regular” referrals vs. Social Networks CAMPALYST.COM | @CAMPALYST
- 14. HOW TO USE CUSTOM LINK TAGGING FOR TRACKING SOCIAL MEDIA TRAFFIC? • Link tagging involves adding utm_ parameters to the the link published in social media • Link tagging allows Google Analytics to put social media traffic into correct “buckets” • Source, Medium, Campaign • Facebook • Url page, Facebook Ads shorteners DO NOT replace link tagging! • bit.ly • ow.ly CAMPALYST.COM | @CAMPALYST
- 17. USA 54% EUROPE 52% PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS USING LINK TAGGING FOR ADVANCED TRACKING OF TRAFFIC FROM FACEBOOK CAMPALYST.COM | @CAMPALYST
- 18. HOW TO USE CUSTOM LINK TAGGING FOR TRACKING SOCIAL MEDIA TRAFFIC? • Link tagging requires an internal policy that everyone on the social media team follows • Owned, earned and paid media • facebook_ads? facebookads? fbads? • The more granural you want to analyze, the more resources it involves = fbpage vs. utm_campaign = fbpage_nov_12_2013 • tagging automation can help! • utm_campaign CAMPALYST.COM | @CAMPALYST
- 20. HOW TO INSTRUMENT REPORTING AND ANALYSIS • Link tagging without consequitive analysis is a waste of time! • Google Analytics custom reports • High detail • Retrospective view • Google Analytics custom dashboards • Less detail • Real-time • Other options CAMPALYST.COM | @CAMPALYST
- 21. GOOGLE ANALYTICS CUSTOM REPORTS CAMPALYST.COM | @CAMPALYST
- 22. GOOGLE ANALYTICS DASHBOARDS CAMPALYST.COM | @CAMPALYST
- 23. CAMPALYST TWITTER PLUGIN CAMPALYST.COM | @CAMPALYST