HOW TO TRACK AND MEASURE SOCIAL MEDIA ON GOOGLE ANALYTICS (GA4) IN 2024

Learn how to track and measure social media on Google Analytics in 2024.

Brought to you by Mau, Global Head of Marketing Strategy at eDigital.

TRACKING SOCIAL MEDIA ON GOOGLE ANALYTICS (GA4) IN 2024

Before you learn how to track your tiny social media traffic on Google Analyticslet me tell you something you probably have been turning a blind eye to…

Social media is not helping your business

  • Social media platforms are “money extraction” machines. Their business models are made to make money from you.
  • Their algorithms have been deliberately designed to lower your organic reach so you have to pay for ads to reach your followers. That’s why only 5% of your followers may see your posts (If you are lucky!)
  • You keep trying to build audiences on social media platforms you will never own. 
  • You cannot transfer your hard-earned social media followers to your CRM.
  • Your customer acquisition costs from social media ads are through the roof.

The solution

I can offer you the best marketing strategy training that will help you:

HOW TO MEASURE SOCIAL MEDIA ON GOOGLE ANALYTICS (GA4) IN 2024

Google automatically tracks and measures traffic from social media under Acquisition>Social>Network Referrals.

The catch!

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 website – from a link someone posted with your website URL on it.

SEPARATING SOCIAL MEDIA TRAFFIC TYPES ON GA4 – 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.

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TRACKING AND MEASURING SOCIAL LINK CLICKERS (SLC) ON GA4

Social Links Clickers (SLC) are users who click on your organic and paid post with inbound links to specific pages of your website.

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 filling 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’s 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, Google Ads will automatically do 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 are 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.

STEPS:

  • 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 onConditions.
  • 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”.

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SEPARATE 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 refers to users who are visiting your website from someone else posts 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:

STEPS:

  • Go to Acquisition>Social>Network Referrals.
  • Take note of all the social media names and referral numbers on 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 onConditions.
  • 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 create this report (hopefully you took my advice and wrote them down on 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 can analyse both ‘Default Social Media Users” AND “Social Link Clickers” in separate segments!

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HOW TO ANALYSE YOUR SOCIAL MEDIA ACTIVITY VIA THESE NEW SEGMENTS

Before you analyse your newly created social media segments, you need to think about 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.

Risk Assessments:

  • 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 your CRM. You can put source, medium and campaign data in a cookie and use hidden fields on your forms that are sent to Marketing Automation and/or CRM.

Last tip: You must turn on the GA4 default social users segment and the Social link clickers segment.

CONCLUSION

Measuring conversions from social media channels in GA4 is essential for evaluating the effectiveness of your digital marketing campaigns, optimising performance and driving marketing outcomes in general. 

eDigital can help you conceptualise, plan, develop, run and optimise successful social media marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation (Search, Display, social media ads and re-marketing).
  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development (articles, stories, eye-catching and SEO-optimised visuals).
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.

HOW TO TRACK AND MEASURE SOCIAL MEDIA ON GA4 IN 2024

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