Basic Google Analytics Tips to Measure Social Media ROI

by Beckie Mostello

in Social Media Tips

Not sure how well a Social Media campaign is working? One way measure a Social Campaign is to use Google Analytics. Google Analytics can supply helpful information which will measure all sorts of information about a website, including the information about a Social Media Campaign. It all is a matter of knowing what to look for and what you are looking at in a Google Analytics Report.

To begin, you will need to check whether Google Analytics is attached to your website. Ask your web developer if they added a Google Analytics Tag to your website. If not, ask your web developer to add it. If you are a maintaining your own website, simply follow the directions Google provides for adding Google Analytics. It really is not too hard  to add Google Anayltics if you have access to your hosting File Manager.

Once Google Analytics is “connected” with your website, Analytics will start to create reports. Listed below are the Google Analytic “tabs” found within the reports which will guide you in measuring a Social Media Campaign.

1. Traffic Sources- This “tab” shows the sources of all traffic that came to your website over a period of time.  This tab can be found on the left hand side of the Google Analytics Dashboard. Click on Traffic Sources >Referring Links, this tab tells you if someone clicked over to your site from another website. For instance, if you see or listed, you will see how often in a month’s time someone clicked over to your site from these Social Media Sites. In addition, if your site has had a product review on a Blog, then you will be able to see how much traffic was generated to your website from the Blog’s Product Review.

2. Content Overview- This “tab” shows your website’s content or pages most viewed. Click on Content Overview on the left hand side of the Analytics Dashboard, in this area you will be able to see the number of times specific content was viewed on your website. For instance, if you have a blog, you will see which blog post had the most views over the course of a month or specific time frame.

3. Track Ecommerce Transactions- By Tracking a website’s E-Commerce in Google Analytics, you will be able to see if a visit from a referring site created revenue.  For instance, if traffic came to your site from facebook, in the Anaylitcs report you will be able to see how many of those visits converted to a purchase.  To add E-Commerce Tracking to a website’s Google Anayltics, go to Google Analytics Overview>Edit>Edit in Profile Settings>Click Radio Button to Yes Under E-Commerce Website, then Google Anayltics Tracking Code will need to be added to the E-commerce portion of the website. For More info, How Do I Track E-commerce Transactions

In Google Analytics there are several more advanced features which can be implemented. The above are just a few basic tips to get you going. Should you need more help with advanced Google Analytics tracking, Google has several documents to help.

How do you measure your Social Media Campaigns?


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