Now that you’re using social media, do you know whether or not it’s working for your business? Wondering what all those numbers mean in Google Analytics? Learn the basics of measuring social media success with Google Analytics in this presentation by Sarah Worsham, CEO & Web Strategist from Sazbean Consulting.

1. Using Google Analytics
to Measure
Social Media Success
Welcome! We will begin shortly.
Sarah Worsham
Web Strategist & CEO
Sazbean Consulting
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

2. a little about me...
Web Strategist, Geek, Entrepreneur, Mother,
Wife, Webgrrl, Computer Engineer and MBA2
(in no particular order)
what that means...
I help companies and organizations grow
online by creating digital strategies based on
customized analysis and achievement of
business goals.
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

3. Overview
• What to Measure
• Measurement Basics
• What it means to Measure Success
• What Google Analytics can tell you
about success in your social media
strategy
• Q&A
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

4. First Step:
Understand
what
to
measure
photo by Memotions @ Flickr CC - http://www.flickr.com/photos/memotions/259656126/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

5. Start
with
Business
Goal
&
Objectives
photo by laffy4k @ Flickr CC - http://www.flickr.com/photos/laffy4k/202540347/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

6. Develop a
Social Media
Plan
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

7. Measurement Basics
photo by aussiegall @ Flickr CC - http://www.flickr.com/photos/aussiegall/286709039/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

8. Pageview
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

9. Pageview
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

10. Hits - Not Very Useful
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

11. Bounce Rate
photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

12. Time
on
Site
photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

13. Traffic
Sources
photo by respres @ Flickr CC - http://www.flickr.com/photos/respres/2544979655/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

14. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

15. What it Means to
Measure Success
photo by House of Sims @ Flickr CC - http://www.flickr.com/photos/houseofsims/3117592302/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

16. What’s working
in your
Social Media
Plan
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

17. What can tell you?
•How much traffic (and •Which content do people
from where) your Base of seem to appreciate?
Operations is getting •What other sites are
•Which Calls to Action are linking to your site?
working •How are people getting
•Which Landing Pages are to a particular content or
working landing page?
•Where in the Conversion •What pages are people
Process people are getting visiting to convert?
stuck
and more....
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

18. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

19. Find Landing or Content Pages by Title or URL
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

20. Entrance Sources -- where traffic came from
for this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

21. Entrance Keywords -- what keywords people
searched for to get to this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

22. Entrance Paths -- what people did after
visiting this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

23. Navigation Summary -- what people did
before & after visiting this page
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

24. Goals the
are Gold
where is
photo by covilha @ Flickr CC - http://www.flickr.com/photos/11139043@N00/1439804758/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

25. Total Conversions -- by day, how many
people actually completed your form/action
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

26. Goal Conversion Rate -- by day, what percentage
of people who came to the landing page, actually
completed the form or action
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

27. Reverse Goal Path -- different paths people
took to complete your action
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

28. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

29. Intelligence -- for extra tidbits & insights
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

30. For Advanced Users -- check out Custom Reports
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

31. Let’s
Review!
1. Start with Your Business Goal & Objectives
2. Understand what metrics help you measure
attainment of that goal
3. What are you doing in your social media
strategy to help you achieve your business
goal?
4.How can you measure success in your
particular social media plan?
5. Look for metrics & data in Google Analytics
to help you understand what’s working
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

32. To Learn More:
Sazbean.com
blog, podcasts, upcoming webinars
SazbeanConsulting.com
Internet Marketing & Strategy
Recommended Reading:
Web Analytics: An Hour a Day
by Avinash Kaushik
(amazon affiliate link)
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

33. Any
Questions?
photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC

34. Connect with me...
SazbeanConsulting.com
Blog: Sazbean.com
Twitter.com/sazbean
Facebook: www.facebook.com/sazbean
LinkedIn: http://www.linkedin.com/in/sazbean
saz@sazbean.com
Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC