HOW TO TRACK AND MEASURE SOCIAL MEDIA ON GOOGLE ANALYTICS IN 2019
Learn how to track and measure social media on google analytics in 2019.
TRACKING SOCIAL MEDIA ON GOOGLE ANALYTICS
Google automatically tracks and measures traffic from social media under Acquisition>Social>Network Referrals.
Google does not separate what’s coming from the posts you share with links to your website vs the default social media users who visit your your website – from a link someone post/message with your website url on it.
SEPARATING SOCIAL MEDIA TRAFFIC TYPES ON GOOGLE ANALYTICS – BENEFITS
- Be able to segment what conversions are coming from only your active social media posts (both organic and paid). A lot of conversions coming from your social media efforts will mean you can ask your boss for a pay rise!
- Be able to segment what conversions are coming from only default social media users.
- Be able to spot and remove or improve low performing campaigns
- Be able to spot and repeat high conversion social media campaigns.
TRACKING AND MEASURING SOCIAL LINKS CLICKERS (SLC) ON GOOGLE ANALYTICS
Social Links Clickers (SLC) are users who click on your organic and paid post with inbound links to specific pages of your website.
In order to have the correct tracking for those links you post on your social media channels, we recommend using the official Google Campaign URL builder and fill in the fields this way:
- Campaign Source (utm_source) = SLC + [Social Channel Name the link is promoted in] Example: facebook, instagram, linkedin
- Campaign Medium (utm_medium). Example: cpc, email, social
- Campaign Name (utm_name). This UTM parameter ties the user visit to a particular campaign or promotion. Often used to see what campaigns perform the best. Example: mothersday30percentoff
- Campaign Term (utm_term) = Leave it blank as it is used for paid search to identify the keywords that generated a visit. When Adwords is linked to your Google Analytics, adwords will automatically does it.
- Campaign Content (utm_content) = This UTM parameter is used to differentiate ads that come from the same campaign, like text ad vs. display ad. Example: displayad350x350v2. In this case we want to know also which banner size and banner version is performing better than others.
Once you have been using the right trackable links when you post anything on your social media channels, then it is time to create your SLC social media segment report on Google Analytics.
- Go to Acquisition>Social>Network Referrals
- At the top of the page, click on “Add Segment“, then click the red “New Segment” box.
- Name the custom report. Example: “SLC“
- Click on “Conditions“.
- Select Acquisition> Source/Medium > Contains and type “SLC“, if you are already getting traffic with SLC within your social media campaign urls, you will then be prompted with the option of choosing SLC related sources.
Alternatively you can create a custom segment of the Google Analytics “Social Link Clickers”.
DEFAULT SOCIAL MEDIA USERS
Now it is time to separate your default social media users from your social link clickers (both organic and paid)
Default social media traffic are users who are visiting your website from someone else posts, messages on social media.
You will need to set up a specific segment on Google Analytics to separate this traffic from your Social Link Clickers.
To create a segment for this “Default Social Media Traffic”, please follow the below steps:
- Go to Acquisition>Social>Network Referrals.
- Take note of all the social media names and referral numbers in a piece of paper ( you will need this later).
- At the top of the page, click on “Add Segment“, then click the Red “New Segment” box.
- Name the custom report. Example: “Social Media Default Traffic”
- Click on “Conditions“.
- Select Acquisition>Source/Medium > Contains and type in all the social media name combinations and add them all using the “OR” option. You’ll notice different name types will come up as you type. Take note of what shows up and add those too.
- Review the All Sessions numbers to see if they match the default total social media referral numbers before you created this report (hopefully you took my advice and wrote them down in a piece of paper). If the numbers don’t match, you will need to click on the arrow next to the segment name to be able to add any extra missing social network until all of the numbers match.
Alternatively you can create a custom segment of the Google Analytics “Default Social Users”
Done! Now you are able to analyse both ‘Default Social Media Users” AND “Social Link Clickers” on separate segments!
HOW TO ANALYSE YOUR SOCIAL MEDIA ACTIVITY VIA THESE NEW SEGMENTS
Before you analyse your new social media created segments, you need to think what you want these new segments to answer and then list the metrics that will answer those questions.
Some examples of questions might be:
- Does sharing content on social channels convert into sales?
- Does sharing content on social channels influence “consideration” for your products and services?
- Does sharing content on social channels bring new subscriptions or successful “contact us” completed forms?
Create a custom report to analyse how social influences conversion.
- Google analytics defaults to last touch attribution
- While other attribution models are available you can’t add segments to them. Argh!
- The best way to pull reports on social influence on conversions and revenue is in CRM! You can put source, medium and campaign data in a cookie and use hidden fields on your forms that send to Marketing Automation and/or CRM.
NOTE: You must turn on Google Analytics Default Social Users segment and the Social Link Clickers segment.
HOW TO TRACK AND MEASURE SOCIAL MEDIA ON GOOGLE ANALYTICS
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