Measuring your social media ROI is crucial to analyse and see if the strategy is working or not.
For this, you can use Google Analytics to measure your social media strategy ROI.
In this blog, we will cover 4 ways to use google analytics to measure your social media marketing impact.
Google Analytics is a great tool to check the overall traffic source to your website and blog. GA tool not only shows traffic that is coming from direct search, but it also includes the traffic you are getting from social media accounts. This social media traffic data will help you analyse and compare the value your social media marketing is adding to your overall website and blog traffic.
You can see the social media traffic report in Google Analytics, go to Acquisition > All Traffic > Channels
When you click on the Channel, you will get a list of platforms from where you are getting traffic:
- Organic Search (people coming to your site using google search tool)
- Social (Twitter, Facebook, Instagram, LinkedIn etc.)
- Direct (people typing your site in their browser or bookmarks)
- Referral (people clicking links from other sites to get to you)
- Paid search
You can clearly see and measure the impact you are getting from your social channels and your social media marketing.
Your data digging is not limited to this. You can learn more about the traffic you are getting from different social media platforms.
Simply go to Acquisition > Social > Network Referrals.
You have created some great content for social media. The 1st thing you need to do before you publish them is include backlinks that direct to your website so that Google Analytics can track and analyse the traffic coming from your content. You can do this by simply combining the content URL with UTM tracking code. UTM code will help you analyse what type of content is performing better on which type of social platform.
How to Set Up UTM Parameters on Your Links
Go to Google’s URL Builder and set the Source parameter to show that your posts come from social. Next, use the Medium parameter to show which social media network your post is published to (Facebook, Twitter, Pinterest, etc). Finally, use the Campaign parameter to define a unique identifier for each social media post you want to track. Here’s an example:
How to Set Up Conversion Goals
The next step is to track the conversions you can getting from you content on your website or blog. This is also possible with Google Analytics. To set up conversion goals follow these steps;
Click the Admin link in the menu at the top of any Google Analytics page. In the right-hand column under View, choose Goals.
Select Custom in the Goal Setup.
Choose Destination As The Goal Type.
Here enter the page URL that your visitors will see after clicking on your social media update and completing a particular action on it (e.g. /thanks-for-shopping.html or /thanks-for-subscribing.html)
Assign a dollar value to this particular type of conversion.
At this point, you are all set to track all your goals, the conversions, from which social platform you are getting more conversion, what type of content is driving more conversions and much more.
Google Analytics apart from tracking destination goals, helps in tracking three other types of goals.
Duration Goal – Know how long visitors from social platforms stay on your site
Pages/Screens Per Session Goal – Know how your content is resonating with the social media audience.
Event Goal – Track how many times the video on your website is played by your social media visitor.
Social media strategy from client acquisition is trackable using google analytics. Yes, you heard me right. Let’s say you want to track how effective you social media campaign is at driving email subscription of your blog. You can get this data by setting up the conversion goals in google Analytics.
Follow the same steps as discussed above and use the goals sec
tion to connect conversion events regardless of whether it contains a dollar amount.
Access the funnel report by going to Conversions > Multi-Channel Funnels > Top Conversion Paths.
The effect of social media is trackable and you can dig down deeper into the tool to analyse the impact of social media marketing on your business. Not only can you check the traffic you are getting from your social platforms, but track the number of conversions and potential revenue your business is earning from your social media strategy. Today, social media is not limited to just posting, it has grown to a platform that can help your company increase their revenue and end goal exponentially.
Use the tips above to run reports that will give you the confidence to continue investing in social media.