Post on 07-May-2015
description
Using Google Analytics Social Media Measurement
AGENDA
MINDCOMET
KEY PERFORMANCE INDICATORS
TRACKING TOOLS
MEASURING KPIs
NEXT STEPS
MEET MINDCOMET
ART
What to Measure?What Can Be Measured?
KPIs
for Social MediaKPIs
Traffic - Quantity & QualityGrowth, Percentage of Total Traffic, Value of Traffic
Cost SavingsVersus Other Sales Channels
Direct Sales (eCommerce)Average Sale, Conversion Rate
Goal Conversion
Engagement Level
Segment & IdentifyTOOLS FOR TRACKING
Social Media MeasurementTOOLS
Campaign TaggingLink Shortening Services & Click Tracking
Custom Reporting
Goals/eCommerce
Advanced Segmentation
TaggingGoogle URL Builder
SOURCEPublication sending trafficex. Twitter, Yelp, Facebook
TaggingGoogle URL Builder
SOURCEPublication sending trafficex. Twitter, Yelp, Facebook
INITIATIVE SOURCE
Twitter twitter
Twitter Trivia twitter
Facebook Fan Page facebook
Facebook App. facebook
YouTube youtube
YouTube Contest X youtube
Monthly Newsletter email
Email Blasts email
Search Campaign A bing
Search Campaign B yahoo
Banner Campaign A dailykitten
Banner Campaign B puppyfinder
TaggingGoogle URL Builder
SOURCEPublication sending trafficex. Twitter, Yelp, Facebook
MEDIUMType of traficex. CPC, Social Media, Email
INITIATIVE SOURCE MEDIUM
Twitter twitter social
Twitter Trivia twitter social
Facebook Fan Page facebook social
Facebook App. facebook social
YouTube youtube social
YouTube Contest X youtube social
Monthly Newsletter email email
Email Blasts email email
Search Campaign A bing cpc
Search Campaign B yahoo cpc
Banner Campaign A dailykitten cpc
Banner Campaign B puppyfinder cpc
TaggingGoogle URL Builder
SOURCEPublication sending trafficex. Twitter, Yelp, Facebook
MEDIUMType of traficex. CPC, Social Media, Email
CAMPAIGN NAMETitle of campaign or initiativeex. CommuniCause, The Lowdown
INITIATIVE SOURCE MDM CAMPAIGN
Twitter twitter social general
Twitter Trivia twitter social trivia
FB Fan Page facebook social general
FB App. facebook social wordsearch
YouTube youtube social general
YT Contest X youtube social cutestkitten
Mnthly News email email lowdown
Email Blasts email email blasts
Search A bing cpc kittens
Search B yahoo cpc puppies
Banner A dailykitten cpc kittens
Banner B puppyfinder cpc puppies
TaggingGoogle URL Builder
SOURCEPublication sending trafficex. Twitter, Yelp, Facebook
MEDIUMType of traficex. CPC, Social Media, Email
CAMPAIGN NAMETitle of campaign or initiativeex. CommuniCause, The Lowdown
CONTENT/TERMUsed for A/B testing & paid search
WHAT DOES IT LOOK LIKE?http://kittensupply.com/?utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten
TaggingGoogle URL Builder
WHAT DOES IT LOOK LIKE?http://kittensupply.com/?utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten
TaggingGoogle URL Builder
HOW IS IT A VISIT REFLECTED?In Google Analytics:
Traffic Sources - All Traffic Sources
WHAT DOES IT LOOK LIKE?http://kittensupply.com/?utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten
TaggingGoogle URL Builder
BE CONSISTENTIn order for traffic to be grouped properly, tags must match exactly.
HOW IS IT A VISIT REFLECTED?In Google Analytics:
Traffic Sources - All Traffic Sources
Click TrackingLink Shorteners
DUAL PURPOSEShorten ugly links & track clicks
HOOTSUITEOffers Twitter account management, also click tracking through ow.ly.
bit.lyBasic clickthrough tracking, but results can be “spied on”.
Click TrackingLink Shorteners
DUAL PURPOSEShorten ugly links & track clicks
UNIQUE LINK PER MESSAGEMatch links to messages to measure effectiveness and optimize.
HOOTSUITEOffers Twitter account management, also click tracking through ow.ly.
bit.lyBasic clickthrough tracking, but results can be “spied on”.
SEGMENTATIONGoogle Analytics
PURPOSEIdentify customer groups or traffic patterns and compare to baseline.
Break traffic down by channel.
POWERFUL & CUSTOMIZABLEUses logic to allow the user to drill down and be as specific as they like.
FUEL FOR CUSTOM REPORTSUse data to build easy to read reports that are specific to your goals.
How ToAdvanced Segmentation
CLICK
How ToAdvanced Segmentation
CLICK
How ToAdvanced Segmentation
DIMENSIONS
NAME
BUILD
TEST
How ToAdvanced Segmentation
CLICK
How ToAdvanced Segmentation
in Google AnalyticsDEFINING GOALS
Definition:A goal represents an activity or a level of interaction with your Website that's important to the success of your business.
in Google AnalyticsDEFINING GOALS
Assessing Business ObjectivesVisualize/Understand Goal Funnel, OptimizeAssign $$ Value to Conversion
How Are Goals Reached?Reverse Goal PathInsight for Site Optimization, Future Campaign Targets
Goal TypesConversion - View Target PageEngagement - View x Pages or Spend x Time
DEFINING GOALSin Google Analytics
CLICK
DEFINING GOALSin Google Analytics
CLICK
DEFINING GOALSin Google Analytics
DEFINING GOALSin Google Analytics
DEFINING GOALSin Google Analytics
DEFINING GOALSin Google Analytics
in Google AnalyticsASSIGNING GOAL VALUE
Track Success in Dollars & Cents
Put in Scope with Other ChannelsCompare ROI
What is your Goal Worth?ex. Lead: Probability of Sale x Average Sale = Value 10% x $10,000 = Goal Value of $1,000
eCommerceSeparate from “Goals” - Measures Direct Revenue
via Google AnalyticsCUSTOM REPORTS
via kaushik.net
via Google AnalyticsCUSTOM REPORTS
CLICK
via Google AnalyticsCUSTOM REPORTS
via Google AnalyticsCUSTOM REPORTS
via Google AnalyticsCUSTOM REPORTS
via kaushik.net
for Social Media EngagementsPOTENTIAL KPIs
Metrics to WatchTRAFFIC GENERATION
Overall Traffic GrowthShare of Traffic from Social MediaNew vs Returning VisitorsBounce RateTraffic to Key Points on SiteSearch Engine Visibility
Share of SM TrafficTRAFFIC GENERATION
Channel Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Twitter 1% 1% 5% 6% 12% 13% 15% 18% 22% 28% 35% 48%
Facebook 1% 2% 4% 5% 7% 8% 8% 9% 9% 10% 10% 11%
LinkedIn 0.5% 0.8% 1% 1% 2% 2% 3% 3% 3% 3% 4% 4%
Metrics to WatchENGAGEMENT
ClickthroughLength of VisitDepth of VisitRecencyInteractions on Site
Uploads, Comments, Usage of Tools
Metrics to WatchGOALS & ECOMMERCE
Total ConversionsConversion RateConversion ValueReverse Goal PathAverage Order Value
Metrics to WatchCOST SAVINGS
Compare to Other Channels:Cost Per ConversionCost Per SaleRevenue Per Order
How much would Paid Traffic Costed?
Next StepsSetup Google AnalyticsDefine Goals (in GA)Discover KPIsTag Your Social Media LinksSegment Your DataBuild Custom ReportsOptimize Campaigns using DataDiscover Hidden Successes
RESOURCES
ConversionUniversity.com Videos & Thorough How-To’s
Kaushik.netAvinash Kaushik - Google Analytics EvangelistDeeper Understanding of using Analytics Intelligence