how to measure social media roi with google analytics campalyst webinar
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CAMPALYST.COM | @CAMPALYST
CAMPALYST WEBINARS HOW TO MEASURE SOCIAL MEDIA ROI WITH GOOGLE ANALYTICS
NOVEMBER 14, 2013
CAMPALYST.COM | @CAMPALYST
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
http://campalyst.com/request-whitepaper
CAMPALYST.COM | @CAMPALYST
2.8M 1.7M
AVERAGE NUMBER OF FACEBOOK FANS FOR TOP 100 US AND EUROPEAN APPAREL & ACCESSORIES RETAILERS
USA EUROPE
CAMPALYST.COM | @CAMPALYST
•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
WHY DO YOU NEED GOOGLE ANALYTICS TO TRACK SOCIAL MEDIA ROI?
CAMPALYST.COM | @CAMPALYST
87% 77%
PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO
THEIR ONLINE STORES FROM FACEBOOK
USA EUROPE
CAMPALYST.COM | @CAMPALYST
Percentage of Status Updates Linking to Retailers’ Online Stores
0% 10.25% 20.5% 30.75% 41%
40.3%
33.9%
Europe United States
CAMPALYST.COM | @CAMPALYST
72% 70%
PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS LINKING BACK TO THEIR
STORES FROM TWITTER
USA EUROPE
CAMPALYST.COM | @CAMPALYST
Percentage of Tweets Linking to Retailers’ Online Stores
0% 7.5% 15% 22.5% 30%
30%
26%
Europe United States
CAMPALYST.COM | @CAMPALYST
•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)
HOW DOES GOOGLE ANALYTICS TREAT TRAFFIC FROM SOCIAL MEDIA?
CAMPALYST.COM | @CAMPALYST
•Link tagging involves adding utm_ parametersto the the link published in social media
•Link tagging allows Google Analyticsto put social media traffic into correct “buckets” • Source, Medium, Campaign • Facebook page, Facebook Ads
•Url shorteners DO NOT replace link tagging! • bit.ly • ow.ly
HOW TO USE CUSTOM LINK TAGGING FOR TRACKING SOCIAL MEDIA TRAFFIC?
CAMPALYST.COM | @CAMPALYST
www.gilt.com/sale/women/ps-i-made-this?utm_source=facebook.com& utm_campaign=women& utm_content=social
www.diesel.com/tribute
CAMPALYST.COM | @CAMPALYST
54% 52%
PERCENTAGE OF TOP 100 APPAREL & ACCESSORIES RETAILERS USING LINK TAGGING FOR ADVANCED
TRACKING OF TRAFFIC FROM FACEBOOK
USA EUROPE
CAMPALYST.COM | @CAMPALYST
•Link tagging requires an internal policythat 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 • utm_campaign = fbpage vs. utm_campaign = fbpage_nov_12_2013 • tagging automation can help!
HOW TO USE CUSTOM LINK TAGGING FOR TRACKING SOCIAL MEDIA TRAFFIC?
CAMPALYST.COM | @CAMPALYST
www.gilt.com/sale/women/ps-i-made-this?utm_source=facebook.com& utm_campaign=women&
utm_content=organic
www.gilt.com/sale/women/ps-i-made-this?utm_source=facebook.com& utm_campaign=women&
utm_content=fanpage
www.gilt.com/sale/women/ps-i-made-this?utm_source=facebook.com& utm_campaign=women&
utm_content=facebook_ads
CAMPALYST.COM | @CAMPALYST
•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
HOW TO INSTRUMENT REPORTING AND ANALYSIS
