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Measure Your Work, Get a Raise
PR Measurement: Google Analytics, Facebook, Twitter and Instagram
Business Wire: For internal Use Only
Everything You Need to Know About Google Analytics
Making Data Work for You
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• Determine your audience • Determine your goal • Create goals trackers • Distribute compelling content • Include calls to action with
trackable links • Integrate your data with other
platforms • Analyze results • Make changes
Business Wire: For internal Use Only
Everything You Need to Know About Google Analytics
First! Use a URL Builder/UTM Link
1. Pull up URL Builder/UTM Link Creation Site 2. Add in source, medium, content, terms and
name 3. Save link(s) 4. Add as a hyperlink behind your standard
URL(s)
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Everything You Need to Know About Google Analytics
Tracking Traffic Patterns 1. URL destination goals track URL activity
• Exact match • Head match
2. Add in goal value if tracking revenue 3. Use Funnels for specific series of actions 4. Use multiple goals when actions warrant
it 5. Exclude your IP so you don’t track
internal audiences
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Business Wire: For internal Use Only
Everything You Need to Know About Google Analytics
Segmenting Your Analytics 1. Traffic source 2. Time of site activity 3. Web/mobile device 4. Browser 5. Landing page vs. # of pages
visited 6. Page views vs. page depth 7. Unique vs. returning visitors 8. Bounce rate vs. time on site 9. Conversions pages vs. non-
conversion 10.Prospects (for Google Display
remarketing) 11.Actions of existing customers
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Everything You Need to Know About Google Analytics
Google Analytics + Data = Road Map for Internal Actions
Actions Include • A/B testing • Revise landing pages • Modify existing content • Craft new content • Identify and act on sales
leads
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• Did your targets visit your site? • What generated the inbound
traffic? • Where did they come in from? • What devices did they use? • First time to site? Third time? • Did they complete the action? • Where did they go within the
site?
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Everything You Need to Know About Twitter Analytics
What To Measure on Twitter
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1. Profile Views 2. Follower Growth 3. Tweet Impressions 4. Engagement 5. Inbound Tweets 6. Retweets 7. Likes 8. Hashtag usage 9. Inbound traffic 10.Conversion
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Everything You Need to Know About Twitter Analytics
Getting Started: Elements of a Perfect Tweet Test
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1. Determine goal 2. Determine timing /
frequency 3. Create 3-4 test tweets
• Length • Verbs
4. Round out your tweet • Add multimedia • Add Calls to Action • Add hashtags
5. Add UTM links 6. Track results Source: https://marketingthink.com/how-to-write-the-perfect-tweet/
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Everything You Need to Know About Twitter Analytics
Understanding the Twitter Analytics Dashboard: Activity
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Everything You Need to Know About Twitter Analytics
Understanding the Twitter Analytics Dashboard: Followers
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Everything You Need to Know About Twitter Analytics
Analyzing Results
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• Timing – Maximum exposure?
• Frequency of tweets • Messaging – Did it
resonate? Permeate? • Calls to action – Did it
activate? • Multimedia – Views? • Hashtags – Increase
contextual activity? Reach decision makers?
• UTM links – Drive traffic? Convert?
Business Wire: For internal Use Only
Everything You Need to Know About Twitter Analytics
Taking Action
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1. Promote existing tweets
2. Modify timing to match audience type
3. Modify language to match audience type
4. Mix up multimedia assets that resonate
5. Revise landing page for increased impact
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Everything You Need to Know About Facebook Analytics
Going beyond the Basics: How to Maximize Facebook Metrics
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Everything You Need to Know About Facebook Analytics
Understanding Facebook Metrics: What They Provide
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Likes: Likes your page or posts received Reach: People your post was served to, reactions, comments, shares, hides, spam reports, unlikes Page Views: Total views, views by demographic breakdown, views by source Actions Clicks for CTA (call, visit site, view video) by CTA and demographic Posts: Reactions, comments, shares and clicks of published posts by content type, demographic and time Events: Awareness, engagement tickets and audience of any FB event Videos: View count (3, 10 second), average completion rate People: Your fans, people reached, people engaged by demographic Local: Audiences close to your location– demographic, time of day Messages: Overview of all messaging communications
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Everything You Need to Know About Facebook Analytics
Understanding Facebook Metrics: Export For Deeper Data
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• True fan reach (lifetime post reach by people who liked your page)
• How long was each video watched
• How many likes per day did content receive
• Increase effectiveness by importing into existing analytics program
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Everything You Need to Know About Facebook Analytics
Going beyond the Basics: How to Maximize Facebook Metrics
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Who are your fans? Fan count increasing? Like count increasing? Activating target audiences? Posting at the right time? Is the content connecting? Garnering useful engagement? Driving the actions you want? Getting inbound traffic? How are your competitors doing?
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Everything You Need to Know About Facebook Analytics
Going beyond the Basics: Best Practices for Facebook Engagement
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Know your goal Know your page demographics Use free demographic post tools Follow content trends
Business Wire: For internal Use Only
Everything You Need to Know About Facebook Analytics
Going beyond the Basics: Best Practices for Facebook Engagement
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Test your content Post when your fans are online Re-share top performing content Use UTM links
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Follower Growth, Engagement, Alignment
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Best Time to Post
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Tracking Success of Content Pieces
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Tracking Engagement: Posts, Comments, Likes
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Likes +
Comments /
Followers =
% Engaged Followers
Likes +
Comments /
Posts =
Engagement per Post
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Hashtag Inclusion and Impact
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: Mentions, Inbound Traffic, Actions
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Everything You Need to Know About Instagram Analytics
Instagram Analytics: How do You Compare?
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Business Wire: For internal Use Only
Everything You Need to Know About Instagram Analytics
Instagram Analytics: Tools!
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