We all use Google Analytics for analyzing web traffic but ignore major insights it provides for social media. Google analytics can help you in taking your social analytics strategy to the next level.
In social media marketing we put all our efforts in order to engage our fans by creating customized tabs, visuals, wall posts, retweetable tweets etc. Tracking results of referral traffic on your website through social media shows that you are doing the right thing on these pages, but have you ever thought which particular post drove that huge traffic to your website? Who spent more time on your site? A facebook visitor or a LinkedIn one?
Goggle Analytics has the ability of tracking even the minutest of traffic coming from social channals, Heres how:
Google analytics is mostly used by users in order to track website traffic and visitors. But with the emergence of social media marketing many marketers use Google analytics custom campaigns in order to track the engaged fans and popular posts.
For this Google analytics has introduced custom campaign tags for each shared link on social networking sites. This enables businesses and individuals to track and analyze how beneficial their activities are on the site.
The custom URL Builder allows user to create specific links for each campaign before sharing online. Visitors are tracked and information is provided based on how the links are being visited. Hence a complete analysis of referral traffic can be acquired with which marketers can adjust and revamp their social media marketing strategy.
Custom Campaign Parameters
Google analytics provides complete information on how to work on these custom campaigns and how to categorize custom campaign parameters to create the URL.
A particular post on Sociotology’s Facbeook page bought 100 likes and 290 comments.
Once these links were tagged correctly, the information acquired after the campaign provided
- Average number of pages viewed
- Visiting time
- New visits
The created URL
Let’s dissect the different portions of this link:
- utm_source: Facebook
- utm_medium: Facebook_Post
- utm:_campaign: Facebook_Post_Sociotology
In order to understand this link, lets breakdown further into parts;
- The utm_source value is ‘Facebook’.
- The utm_medium value is ‘Facebook_Post’. Medium helps define which social media platform is this link coming from.
- The utm_campaign value is ‘Facebook_Post_ Sociotology ′, this further categorizes the referral traffic. In case of multiple posts per day, providing a utm_campaign value will help in attaining data under one campaign value.
Likes, comments and shares
Custom tagging helped us in analyzing several data points which wouldn’t have been visible otherwise. Below is the acquired information from Google Analytics.
- 300 users from facebook went on the website.
- 6.09 per pages were viewed on average per visit.
- The user spends, on average, 00:01:42 on the site, navigating through these pages.
- 50% new visits from facebook to the website.
This information will help you in answering such questions as
- Is the traffic coming though social platforms valuable for your brand?
- When does the quality traffic visit your site?
- Are efforts in social media marketing fruitful?
- Which social media platform generates optimum results?
How to get started with Google Analytics Custom Campaign?
- Visit the Google Analytics Custom URL Builder.
- Step 1 asks to enter the website URL which you want your users to visit. Here enter the destination.
- Campaign Source
This part will help in identifying which social medium is being used to identify the origin of the visit (Facebook, Twitter, etc.).
- Campaign Medium
You need to provide this specific info in order to identify the vehicle for link delivery (wall post, tweet, etc.).
- Campaign Name
This part will help you in identifying the campaign with which the link is associated. .
- Click the Generate URL button:
This button combines all parameter into one URL so that you can use it anyway you want.
- Log the URL in a spreadsheet.
Always keep a file of each URL you create, you might need it in the future marketing efforts. It’s very important to keep track of the campaigns and be able to see how the various parameters are named.
Now you are ready with the customized link for your social campaigns.
How to Analyze the Campaign
Once you are through with your campaign, follow the provided steps in order to acquire the valuable results from Google Analytics.
- Log into Google Analytics.
- Click on Traffic Sources.
- Click on Traffic Sources > Sources.
- Click on Traffic Sources > Sources > Campaigns.
- Locate the campaign you wish to analyze and click on it to drill deeper.
- Review Visits, Pages/Visit, Avg. Time Spent on Site, %New vs. %Returning and Bounce Rate.
With all this information from Google analytics you will be able to make informed decisions about each campaign that you run, and each strategy that you implement on social channels.