Discussion and how-to regarding using Google Analytics to measure traffic from Social Media initiatives by Art Wilbur, as presented to Doterati at CoLab Orlando on Feb 19, 2010. Covers basic KPIs, campaign tagging, advanced segmentation, goals/eCommerce and custom reporting in Google Analytics. Also click-tracking, link shortening and other related items. Video will be available on Doterati.com in the near future.

1. Social Media Measurement
Using Google Analytics

2. AGENDA
MINDCOMET
KEY PERFORMANCE INDICATORS
TRACKING TOOLS
MEASURING KPIs
NEXT STEPS

3. MEET MINDCOMET
AR
T

4. KPIs
What to Measure?
What Can Be Measured?

5. KPIs
for Social Media
Traffic - Quantity & Quality
Growth, Percentage of Total Traffic, Value of Traffic
Engagement Level
Goal Conversion
Direct Sales (eCommerce)
Average Sale, Conversion Rate
Cost Savings
Versus Other Sales Channels

6. TOOLS FOR TRACKING
Segment & Identify

7. TOOLS
Social Media Measurement
Campaign Tagging
Link Shortening Services & Click Tracking
Advanced Segmentation
Goals/eCommerce
Custom Reporting

8. Tagging
Google URL Builder
SOURCE
Publication sending traffic
ex. Twitter, Yelp, Facebook

9. INITIATIVE SOURCE Tagging
Twitter twitter Google URL Builder
Twitter Trivia twitter
SOURCE
Facebook Fan Page facebook
Publication sending traffic
Facebook App. facebook ex. Twitter, Yelp, 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

10. INITIATIVE SOURCE MEDIUM Tagging
Twitter twitter social Google URL Builder
Twitter Trivia twitter social
SOURCE
Facebook Fan Page facebook social
Publication sending traffic
Facebook App. facebook social ex. Twitter, Yelp, Facebook
YouTube youtube social
MEDIUM
YouTube Contest X youtube social
Type of trafic
Monthly Newsletter email email ex. CPC, Social Media, 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

11. INITIATIVE SOURCE MDM CAMPAIGN Tagging
Twitter twitter social general Google URL Builder
Twitter Trivia twitter social trivia
SOURCE
FB Fan Page facebook social general Publication sending traffic
FB App. facebook social wordsearch ex. Twitter, Yelp, Facebook
YouTube youtube social general
MEDIUM
YT Contest X youtube social cutestkitten
Type of trafic
Mnthly News email email lowdown ex. CPC, Social Media, Email
Email Blasts email email blasts
CAMPAIGN NAME
Search A bing cpc kittens
Title of campaign or initiative
Search B yahoo cpc puppies ex. CommuniCause, The Lowdown
Banner A dailykitten cpc kittens
Banner B puppyfinder cpc puppies

12. Tagging
Google URL Builder
SOURCE
Publication sending traffic
ex. Twitter, Yelp, Facebook
MEDIUM
Type of trafic
ex. CPC, Social Media, Email
CAMPAIGN NAME
Title of campaign or initiative
ex. CommuniCause, The Lowdown
CONTENT/TERM
Used for A/B testing & paid search

13. Tagging
Google URL Builder
WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten

14. Tagging
Google URL Builder
WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten
HOW IS IT A VISIT REFLECTED?
In Google Analytics:
Traffic Sources - All Traffic Sources

15. Tagging
Google URL Builder
WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&utm_campaign=cutestkitten
HOW IS IT A VISIT REFLECTED?
In Google Analytics:
Traffic Sources - All Traffic Sources
BE CONSISTENT
In order for traffic to be grouped
properly, tags must match exactly.

16. Click Tracking
Link Shorteners
DUAL PURPOSE
Shorten ugly links & track clicks
bit.ly
Basic clickthrough tracking, but
results can be “spied on”.
HOOTSUITE
Offers Twitter account management,
also click tracking through ow.ly.

17. Click Tracking
Link Shorteners
DUAL PURPOSE
Shorten ugly links & track clicks
bit.ly
Basic clickthrough tracking, but
results can be “spied on”.
HOOTSUITE
Offers Twitter account management,
also click tracking through ow.ly.
UNIQUE LINK PER MESSAGE
Match links to messages to measure
effectiveness and optimize.

18. SEGMENTATION
Google Analytics
PURPOSE
Identify customer groups or traffic
patterns and compare to baseline.
Break traffic down by channel.
POWERFUL & CUSTOMIZABLE
Uses logic to allow the user to drill
down and be as specific as they like.
FUEL FOR CUSTOM REPORTS
Use data to build easy to read reports
that are specific to your goals.

19. Advanced Segmentation
How To CLI
CK

20. Advanced Segmentation
How To
CLI
CK

21. Advanced Segmentation
How To BUI
LD
DIM
ENSI
ON
S
TES
T
NAM
E

22. Advanced Segmentation
How To CLI
CK

23. Advanced Segmentation
How To

24. DEFINING GOALS
in Google Analytics
Definition:
A goal represents an activity or a level of
interaction with your Website that's
important to the success of your business.

25. DEFINING GOALS
in Google Analytics
Assessing Business Objectives
Visualize/Understand Goal Funnel, Optimize
Assign $$ Value to Conversion
How Are Goals Reached?
Reverse Goal Path
Insight for Site Optimization, Future Campaign Targets
Goal Types
Conversion - View Target Page
Engagement - View x Pages or Spend x Time

26. DEFINING GOALS
in Google Analytics
CLI
CK

27. DEFINING GOALS
in Google Analytics
CLI
CK

28. DEFINING GOALS
in Google Analytics

29. DEFINING GOALS
in Google Analytics

30. DEFINING GOALS
in Google Analytics

31. DEFINING GOALS
in Google Analytics

32. ASSIGNING GOAL VALUE
in Google Analytics
Track Success in Dollars & Cents
What is your Goal Worth?
ex. Lead: Probability of Sale x Average Sale = Value
10% x $10,000 = Goal Value of $1,000
Put in Scope with Other Channels
Compare ROI
eCommerce
Separate from “Goals” - Measures Direct Revenue

33. CUSTOM REPORTS
via Google Analytics
via kaushik.net

34. CUSTOM REPORTS
via Google Analytics
CLI
CK

35. CUSTOM REPORTS
via Google Analytics

36. CUSTOM REPORTS
via Google Analytics

37. CUSTOM REPORTS
via Google Analytics
via kaushik.net

38. POTENTIAL KPIs
for Social Media Engagements

39. TRAFFIC GENERATION
Metrics to Watch
Overall Traffic Growth
Share of Traffic from Social Media
New vs Returning Visitors
Bounce Rate
Traffic to Key Points on Site
Search Engine Visibility

40. TRAFFIC GENERATION
Share of SM Traffic
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%

41. ENGAGEMENT
Metrics to Watch
Clickthrough
Length of Visit
Depth of Visit
Recency
Interactions on Site
Uploads, Comments, Usage of Tools

42. GOALS & ECOMMERCE
Metrics to Watch
Total Conversions
Conversion Rate
Conversion Value
Reverse Goal Path
Average Order Value

43. COST SAVINGS
Metrics to Watch
Compare to Other Channels:
Cost Per Conversion
Cost Per Sale
Revenue Per Order
How much would Paid Traffic Costed?

44. Next Steps
Setup Google Analytics
Define Goals (in GA)
Discover KPIs
Tag Your Social Media Links
Segment Your Data
Build Custom Reports
Optimize Campaigns using Data
Discover Hidden Successes

45. RESOURCES
ConversionUniversity.com
Videos & Thorough How-To’s
Kaushik.net
Avinash Kaushik - Google Analytics Evangelist
Deeper Understanding of using Analytics Intelligence

46. Questions?
@at1mp
art@mindcomet.com
mindcomet.com