How to Measure Social Media in Google Analytics - Superweek 2014 #spwk
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Google Analytics for Social Media
Filling in the Blanks
Photo Credit: Babreka via Compfight
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Your Guide
2
Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Google Analytics is Like Othello
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Google Analytics is Like Othello
A Second to Learn A Lifetime to Master
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Inspirational?
Is that Inspiring?
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Or Intimidating?
Is that Inspiring?
Or is it In>mida>ng
Simplify
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
My Attempt to Simplify the Complex
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Each Element Means Something
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Each Element Means Something
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Each Element Means Something
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Use it to Tell a Story
TRACKING SOCIAL MEDIA IN GOOGLE ANALYTICS
Photo Credit: archer10 (Dennis) via Compfight
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Premature Death
“Social Media is Dead”
Tweet that Now to Sound Smart in 2016
SOCIAL REPORTS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Reports = Well Guarded Secret
“The Social Reports in Google Analy>cs are the Best Thing Nobody is Talking About”
Jeff Sauer, 2012
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Easy Grouping of Social Traffic
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Reports Help Analysis
Social Value
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Reports Help Analysis
Social Plugins Social Value
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Reports Help Analysis
Social Plugins Social Value Social Data Hub
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Reports Help Analysis
Social Plugins Social Conversa>ons Social Value Social Data Hub
SOCIAL VALUE
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Measure Value of Social Traffic
SOCIAL PLUGINS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Track Interaction With Social Buttons
Select Plugins Under Social
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Track Interaction With Social Buttons
Select Plugins Under Social
Then Select Social Source and Ac>on
Track Social Interac7ons: h;ps://developers.google.com/analy7cs/devguides/collec7on/gajs/gaTrackingSocial
SOCIAL DATA HUB
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Information from Data Hub Partners
Gain Access to a Wealth of Informa>on from Several Social
Networks
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Learn About New Social Networks
SOCIAL CONVERSATIONS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
What is Being Said About Your Website?
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Find Conversations and Respond
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Understand Where You are Popular
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Discover New Links Via Trackbacks
LANDING PAGES
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
What Pages Drive Social Traffic?
CAMPAIGN TRACKING
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Direct Traffic in the Dark
Typical Traffic Source Report, Too much Direct
Traffic!
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Direct Numbers are Inflated
Doub^ul This Many People Know to Type in Website URL
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Use Campaign Tracking!
Google Analy7cs URL Builder: h;ps://support.google.com/analy7cs/answer/1033867?hl=en
DARK SOCIAL
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Dark Social is a Monster
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Add Hash to URL
Direcmonster.js Adds Source as a Hash Code to URL
Directmonster for Dark Social by Dan Wilkerson/LunaMetrics: h;p://bit.ly/1dtw9GC
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Reduce Direct Percentage
Directmonster for Dark Social by Dan Wilkerson/LunaMetrics: h;p://bit.ly/1dtw9GC
Reduce Direct Percentage by over 50%!
ADVANCED SEGMENTS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
First Interaction Social Segment
First Interac>on from Social Media
9% of Visitors
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
First Visit Social Conversions
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Segment Social Traffic Handily
Create Social Network Regular
Expression
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Super Easy Regular Expression
facebook\.com|quora\.com|reddit\.com|imgur\.com|tapiture\.com|disqus\.com|9gag\.com|tumblr\.com|plus\.google|stumbleupon\.com|twiher\.com|linkedin|del\.icio\.us|delicious\.com|technora>|digg\.com| hootsuite|stumbleupon|myspace|bit\.ly|tr\.im|>nyurl|ow\.ly|reddit|m\.facebook\.com|youtube|flickr|pinterest\.com|^t\.co$|tweetdeck
Create Social Network Regular
Expression
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Better Yet, Use the Gallery!
Google Analy7cs Solu7ons Gallery: h;ps://www.google.com/analy7cs/gallery/
CHANNEL GROUPINGS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Group Traffic Sources into Channels
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Enhance Social With Custom Definitions
Default Grouping is Good
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Enhance Social With Custom Definitions
Default Grouping is Good
Your Enhancements Are Great!
REAL TIME ANALYTICS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Real Time for Viral Hits
MULTI CHANNEL FUNNELS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
How Social Media Generates Revenue
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
How Social Assists Sales
DEMOGRAPHICS
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Enable Demographics
Enable These and Update Your Tracking Code To include dc.js
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Segment Social Visitors
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Understand Behavior by Gender
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Understand Conversion by Age
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Determine Interests for Targeting
Take Action
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Run Display Campaigns
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Purchase Targeted Facebook Ads
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Discovery with Stumbleupon
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Social Discovery with Stumbleupon
Inform Social Decisions
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Google Analytics is Social
“I can’t believe how awesome the Social Reports are in Google Analy>cs.
Mind Blown! ”
Superweek Audience, 2014
Jeff Sauer | @jeffaly>cs | #SPWK | Google Analy>cs for Social Media
Thank You!
73
Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer
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