How to Measure Social Media in Google Analytics - Superweek 2014 #spwk

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


Google Analytics is Like Othello


Google Analytics is Like Othello

A Second to Learn A Lifetime to Master


Inspirational?

Is that Inspiring?


Or Intimidating?

Is that Inspiring?

Or is it In>mida>ng

Simplify


My Attempt to Simplify the Complex


Each Element Means Something






Use it to Tell a Story

TRACKING SOCIAL MEDIA IN GOOGLE ANALYTICS

Photo Credit: archer10 (Dennis) via Compfight


Premature Death

“Social Media is Dead”

Tweet that Now to Sound Smart in 2016

SOCIAL REPORTS


Social Reports = Well Guarded Secret

“The Social Reports in Google Analy>cs are the Best Thing Nobody is Talking About”

Jeff Sauer, 2012


Easy Grouping of Social Traffic


Social Reports Help Analysis

Social Value



Social Plugins Social Value



Social Plugins Social Value Social Data Hub



Social Plugins Social Conversa>ons Social Value Social Data Hub

SOCIAL VALUE


Measure Value of Social Traffic

SOCIAL PLUGINS


Track Interaction With Social Buttons

Select Plugins Under Social


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


Information from Data Hub Partners

Gain Access to a Wealth of Informa>on from Several Social

Networks


Learn About New Social Networks

SOCIAL CONVERSATIONS


What is Being Said About Your Website?


Find Conversations and Respond


Understand Where You are Popular


Discover New Links Via Trackbacks

LANDING PAGES


What Pages Drive Social Traffic?

CAMPAIGN TRACKING


Direct Traffic in the Dark

Typical Traffic Source Report, Too much Direct

Traffic!


Direct Numbers are Inflated

Doub^ul This Many People Know to Type in Website URL


Use Campaign Tracking!

Google Analy7cs URL Builder: h;ps://support.google.com/analy7cs/answer/1033867?hl=en

DARK SOCIAL


Dark Social is a Monster


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


Reduce Direct Percentage

Directmonster for Dark Social by Dan Wilkerson/LunaMetrics: h;p://bit.ly/1dtw9GC

Reduce Direct Percentage by over 50%!

ADVANCED SEGMENTS


First Interaction Social Segment

First Interac>on from Social Media

9% of Visitors


First Visit Social Conversions


Segment Social Traffic Handily

Create Social Network Regular

Expression


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


Better Yet, Use the Gallery!

Google Analy7cs Solu7ons Gallery: h;ps://www.google.com/analy7cs/gallery/

CHANNEL GROUPINGS


Group Traffic Sources into Channels


Enhance Social With Custom Definitions

Default Grouping is Good


Enhance Social With Custom Definitions

Default Grouping is Good

Your Enhancements Are Great!

REAL TIME ANALYTICS


Real Time for Viral Hits

MULTI CHANNEL FUNNELS


How Social Media Generates Revenue


How Social Assists Sales

DEMOGRAPHICS


Enable Demographics

Enable These and Update Your Tracking Code To include dc.js


Segment Social Visitors


Understand Behavior by Gender


Understand Conversion by Age


Determine Interests for Targeting

Take Action


Run Display Campaigns


Purchase Targeted Facebook Ads


Social Discovery with Stumbleupon


Social Discovery with Stumbleupon

Inform Social Decisions


Google Analytics is Social

“I can’t believe how awesome the Social Reports are in Google Analy>cs.

Mind Blown! ”

Superweek Audience, 2014


Thank You!

73

Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer

How to Measure Social Media in Google Analytics - Superweek 2014 #spwk

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