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.

1. Measuring
Social with
Google Analytics
Corey Morris
Vice President of Marketing
@coreydmorris

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. @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. @voltagekc @coreydmorris
Slideshare
This presentation is available at:
http://bit.ly/SMCKC

5. @voltagekc @coreydmorris
The Problem

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More data than ever before

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Growth & Maturity of Digital Marketing

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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. businessinsider.com

10. @voltagekc @coreydmorris

11. @voltagekc @coreydmorris

12. @voltagekc @coreydmorris
Approach

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Approach
End goal alignment
Setting expectations
Create measurement and reporting plan
Execute our campaigns and strategies

14. @voltagekc @coreydmorris
Things That Unify

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Shared End Goals
ROI
Conversions
- Direct Revenue
- Lead Generation
Engagement
- Traffic
- Interactions
- Audience Growth
Impressions

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The Customer
Journey

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Personas & The Customer Journey
Talking points

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Attribution
First Click
Last Click
Specific Models
Blindspots
Tracking
Cookies
Pixels
IP Addresses

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Google Analytics

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Real-Time > Overview

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Audience > Demographics

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Audience > Demographics

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Audience > Interests > Overview
abc

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Audience > Technology > Browser & OS
abc

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Audience > Lifetime Value
abc

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Audience > User Explorer
abc

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Audience > Location
abc

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Acquisition > Channels
abc

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Traffic Metrics

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Conversions > Overview
with and without setup screens

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Conversions > Overview
with and without setup screens

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Conversions > Model Comparison Tool
abc

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Conversions > Assisted Conversions
abc

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Conversions > Top Conversion Paths
time lag, paths, etc

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Acquisition > Social > Overview
abc

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Acquisition > Social >Network Referrals
abc

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Acquisition > Social > Landing Pages
abc

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Acquisition > Social > Conversions
conversions and conversion segments

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Acquisition > Social > Users flow
abc

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Acquisition > Campaigns
abc

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Behavior > Event Tracking
abc

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Ongoing Monitoring
for Success

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Google Analytics Dashboard
abc

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Third Party Dashboards

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Third Party Dashboards

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Benchmarking
abc

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Key Takeaways

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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

50. @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

51. Measuring
Social with
Google Analytics
Corey Morris
Vice President of Marketing
@coreydmorris