How To Combine Facebook and Google Analytics

March 15, 2016

How to put together Facebook and Google Analytics to measure the result of your social campaign

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Facebook Insights provides information about your Page’s performance and includes demographic data about your audience. But if you would like to expand on the information Facebook Insights provides, such as Likes, Reach, Zaangażowanie, shares and comments, you could combine your Facebook Insights with Google Analytics.

By combining the two you can determine who is visiting your website, who has visited your landing page, and who wants more information. If a click through to your website is your measurement of success, then this is an absolute must.

Set Goals

The first step is to establish a set of Goals in Google Analytics. Your goals represent the objectives you want to achieve with those that visit your website, such as making a purchase or asking visitors to sign up on a mailing list.

After choosing an account on Google Analytics, click the Admin tab, and select Goals in the View column. On the next screen choose a goal, the type of page you want, then name your Goal, and select “Destination” as the the Type. After entering your landing page URL, verify the Goal and save it. Make sure to enter your Thank you or Confirmation page URL.

Campaigns




With a device known as Campaigns, you can track visitors based on specific links they have clicked to arrive at your website by using UTM parameters, which are tags you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking. To create UTM parameters for your links, use the Google Analytics URL Builder.

By using different UTM parameters you can identify the source of your traffic, such as search engine, newsletter, or other referral, or identify the medium the link was used upon, such as an email. You can include the URL anywhere you want the resulting click to end up on your designated landing page so Google Analytics can identify and attribute the source.

To view your campaigns in Google Analytics, go to your website profile and click on Traffic Sources > Źródła > Campaigns. Here you will see an overview of your campaigns as tagged using the UTM parameter on your links.

Custom campaign UTM parameters need to be precise so you don’t end up with multiple UTM sources in Google Analytics. Bear in mind that both UTM parameters and Campaigns are case sensitive, so be sure to maintain continuity to track and report accurately.

Google Segments

With Google Segments you can isolate and examine subsets of your data. You can isolate and analyze subsets of data so you can examine trends in your business. You may want to determine where people who visit your website are located geographically. na przykład, Google suggests that if you find that users from a particular geographic region are no longer purchasing a line of products in the same volume as they normally have, you can see whether a competing business is offering the same types of products at lower prices.

If true, you could offer a discount to those users that undercut your competitor’s prices. You can also create a Segment of users who visit specific product pages, and then target only those users with a remarketing campaign that is focused on new items you add to those pages.

Udostępnij na Facebooku

Podziel się na Twitterze

Udostępnij na Google

Podziel się na LinkedIn

Pin na Pinterest

Podziel się na StumbleUpon

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