measuring social media - stormchasersdigital.com · social media networks ... collects data, stores...

MeasuringSocialMedia

StormchasersWeb StormchasersDigital team@stormchasersdigital.com

SocialMediaNetworks

•  Mostbusinessesarenowusingsocialchannels•  HavingworkedoutwhotheirAvataristheyselectthesocialnetworksthattheyaregoingtouse

SocialMediaNetworks•  ShowofhandswhousesSocialMedia

TrackingSocialConversions

•  Totracksocialmediavisitorsonthewebsiteyouneedtoincludetags(codesnippets)onthepages

•  Othernamesfortagsare-“trackingpixels,”“pixels,”“trackingcode”

GoogleTagManager(GTM)

•  GoogleTagManagerallowsyoutomanageanddeploymarketingtags(snippetsofcodeortrackingpixels)onyourwebsite(ormobileapp)withouthavingtomodifythecodeofthewebsite

WhyIsThatGood

GoogleAnalytics(GA) GA,FacebookPixel

AddMoreTrackingPixels

Tracking

•  FacebookPixel•  GoogleAdsConversion

Tracking•  Hotjar•  LinkedinInsights•  PinterestTag•  Shareaholic•  Tawk.to•  TwitterUniversalWebsite

AvoidTheJamsWithGTM

GAVsGTM

•  GoogleAnalyticsdoesthreemainthings.Itcollectsdata,storesdata,andbuildsreportsbasedonthedata

•  TagManagercollectsthedataandsendsittoGoogleAnalyticssoitcanstoreandreport,

•  Plus

GAVsGTM

•  TagManagercansendthesamedatatoFacebook,AdWords,LinkedIn,Twitter,etc

•  Soallplatformsgetthesameversionofthedataatthesametimefromthesamesource

GoogleTagManager(GTM)

•  WithGoogleTagManager,youplaceasmallbitofcodeonyoursite

•  ThenplaceallthepixelsthatyouwantonthewebsiteinGTM

•  Thisisyourbus

GTMComponent1

•  Acontaineriswhereallofyourtagsforasinglesitereside

•  Thecontainerplacedonallpagesofasite,togiveyouthemostcontrol

GTMComponent1

GTMComponent2

•  Atagisthepieceofcodethattracksauser’sactions

•  Sampletagsinclude:

1.  TwitterRemarketingPixel

2.  FacebookConversionPixel3.  AdWordsconversiontag

GTMComponent2

GTMComponent3

•  Triggers-rulesorconditionsthatmusttakeplaceforatagtofire

•  Forexample,ifyouwantaremarketingtagtofireononlyecommercecheckoutpages,youwouldsetupyourtriggertofireononlythosepages

GTMComponent3

TestYourTags

•  UsingGoogleChromeyoucanputyourGTMintoPreviewmodeandcheckthatthingsareworkingcorrectlybeforeyouputthemlive

TestYourTags

•  ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels

•  Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules

•  ThebeautyofGTMisyoucanrepeatjustcertainpartswhenyougetnewpixels

•  Youmayhavetoaddnewtags,butyoucanassignthemtothesamerules

CampaignURLBuilder

•  ShouldalwayscreatecampaignURLsforALLthelinkspointingtoyoursitewhensharingonsocialmedia

•  GTMallowsyoutosimplifythisprocesswhenyourepeatedlyusethesamecampaignparameters

CampaignURLBuilder

•  UsingGTMvariables,automatecampaigntagging,soyouwouldnolongerhavetocreateacampaignURLforeachandeverypostmadetoFacebook,Twitter,andLinkedin

•  Instead,allyoudoisaddaURLfragment,suchas#fb,#tw,or#li,totheendofthelinkandthecampaignvariablesthatyoupre-determinedwouldautomaticallybeloggedinGoogleAnalytics

RecordYourTagPlan

https://stormchasersdigital.com/resources

Accuracy

MeasureInteraction

•  MeasuretrueinteractionswithwebsitepagesandgetthemostfromyourAds

MeasureInteraction

•  Let’ssayyousetupaFacebookcampaignthatboostsablogpost.Youdon’tnecessarilywanttoremarkettopeoplewhoclickthead,opentheblogpostpage,andleave

MeasureInteraction

•  Narrowdowntheengagedaudience•  CreateatagthattriggersaFacebookcustomeventpixelonlyaftersomeoneremainsonyoursitefor45secondsandscrollshalfwaydownyourblogpostpage

MeasureInteraction

•  InTagManager,built-intriggersinclude:

1.  Pageloads2.  TimeonPage

3.  Clicks4.  Scroll5.  FormSubmission

6.  YouTubevideo

GetSpecific

•  TagManagercantellapixeltorecorddataonlyifsomeoneis:

1.  alogged-inuser2.  scrolledhalfwaydownthepage3.  completedanecommercetransactionof

morethan£25

GoogleDataStudio

•  Adashboardandreportingtoolthatiseasytouse,customise,andshare

•  Datathatyoucaninclude:•  GoogleAnalytics•  GoogleSheets•  Facebook•  Twitter•  Email

FacebookAds

FaceBookAdCampaigns

TwitterAdCampaigns

EmailCampaigns

WebsitePerformance

EcommerceSales

YouTube

Interactive

measuring social media - stormchasersdigital.com · social media networks ... collects data, stores...

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