It is mission critical that you take advantage of advanced metrics and analytics to measure your social media marketing efforts (and all of your other marketing efforts, for that matter) – but it’s incredibly easy to become overwhelmed by all of the data you have thrown at you.
This is why you’re going to want to quickly learn how to use Google Analytics for Social Media Managers, but learn how to use it intelligently – and efficiently – to give you both a big picture view of your social media marketing efforts as well as a more “ground-level” understanding of what you can do to improve your marketing efforts.
Here is just a little bit of information you’ll want to zero in on to help you make the most of Google Analytics & social media marketing!
1) Break down traffic by social media network
One of the most important things you are going to want to do when utilizing Google Analytics & social media marketing is to really strip out all of your traffic into its individual source components.
You are going to want to know how much traffic comes from Twitter, how much traffic comes from Facebook, how much traffic comes from Instagram, how much traffic comes from LinkedIn, and how much traffic comes from all of the other separate platforms that you have a presence on.
Then (and only then) will you know which of the social media platforms are worth really optimizing and which ones need to be more aggressively experimented with to turn them into legitimate traffic generation sources.
In order to find this information, go to Acquisition > Social > Network Referrals
2) Dissect and analyze traffic
Now that you know which social network is getting you the most traffic, you will want to compare overall social media to your other marketing efforts: email newsletter, paid traffic, organic search, and referrals. This will help you to understand what is working best, concentrate on that – AND then go into the worst performing areas to figure out how to improve them.
For this information go to Acquisition > All Traffic > Channels
3) Conversion rates
It is always advantageous to send specific sources of traffic to specific and segmented landing pages, if only to better understand which sources of traffic are converting best and at which rates.
This is definitely something that people who learn how to use Google Analytics for social media marketing are going to be able to do, but it’s slightly more advanced – and it means creating multiple landing pages (or conversion codes) so that you really understand the impact that social media marketing is having on your overall bottom line.
After all, they are is absolutely no reason whatsoever to spend a ridiculous amount of time, money, or effort marketing on social media if it isn’t paying off when it comes to pure profit. These kinds of analytics and metrics will let you know!
4) Landing Pages
When you’re interested in knowing which landing pages are getting the most traffic from your social media platforms, Google Analytics can furnish you with a report to see which pages get shared most often. By accessing the links in this report you can get specifics on networks where content was shared.
5) UTM (Urchin Tracking Module) codes
A UTM code is a code attached to a custom URL to track a source or campaign. This allows Google Analytics to determine where people come from and what campaign directed them. After creating a URL for each campaign, you can redirect that URL whatever you assign to it, such as your main domain. This allows you to track the results of a specific ad campaign without a landing pages for each campaign.
6) Conversion Paths
Google’s report on Top Conversion Paths reveals unique conversion paths that led to conversions, as well as the number of conversions from each path, and the value of those conversions. This report will show you how multiple channels interact on your conversion paths. Look for duplicated patterns that reveal how to efficaciously market across channels.
7) Acquisition Overview
Find this report through Acquisition -> Overview. The Acquisition Overview report will explain how many people visited your site and where that they came from. Look to see what the search traffic metrics are. A good search traffic rating should be above 50 percent.
8) Bounce Rate
The Bounce Rate evaluates the percentage of visitors who landed on a webpage and left without visiting any other pages. In other words, when a visitor comes to your website, looked at one page, and then promptly left. Not to be confused with Exit Rate, where visitors come to your website, visit multiple pages, and then leave.