1. escherman
PR. Analytics. SEO.
Using Google Analytics to Measure the Direct
and Indirect Value of Social Media
Andrew Smith
Managing Director

2. Google Analytics
http://bit.ly/XP46Je

3. Why GA?
Ubiquity
86pc of UK businesses have installed GA
(E-Consultancy survey 2011)
It’s free!
A way to prove the direct and indirect value of social
media
Key WIN areas: goals and attribution analysis

4. A typical scenario…
Social buried in here…

5. A typical HIPPO reaction…
“Search and PPC
campaigns deliver more
traffic. We’ll put more
money into these channels
and reduce spend on social
media!”

6. A different picture
GOALS (No goals, no insights)
ANY event that occurs on a website can be a goal
HINT: pick goals that correlate with business and
social media goals. Give those goals values.
ATTRIBUTION ANALYSIS
GA allows you to understand the most valuable
interaction patterns that result in things you want to
happen

7. ocial media’s
riage problem:
ving attribution

10. Google Analytics provides a way of
seeing the direct and indirect
contribution made by any channel
against a specific goal

11. Social = assistive medium
Attribution analysis often shows the indirect
contribution of social media
(ie assistive medium)
Example: E-commerce site discovered social traffic
was vital first step in multi-stage interaction pattern.
Based on traffic alone, they were thinking of
drastically reducing investment

12. Don’t forget…

13. Old vs new metrics
Old: We’ve got 10,000 Twitter followers. Wow!
New: our social media activity directly and indirectly
contributed to a 35pc increase in sales, resulting in
an ROI of 5:1

14. Summary
Google Analytics provides an inexpensive way
to understand what channels contribute real
value
Social media is typically an assistive medium;
without attribution analysis, it is very often
undervalued

15. http://amzn.to/Po0EWa