tracking social media with google analytics
TRANSCRIPT
www.ivantage.co.uk
1
Tracking Social Media with Google Analytics
Presentation to J P MorganGlobal Equity Derivatives Group
Matt TrimmerPrincipal Consultant & Managing Director
David LinesHead of Sales and Marketing
Slides:http://www.slideshare.net/ivantage
Friday, 15 October 2010
www.ivantage.co.uk
2
Two aspects of tracking social media with GA
Are social media platforms delivering traffic and valuable interactions to your website? Traffic sources report
Referring sites Referral path report
Campaign tracking Tagging URLs
Advanced segments Aggregate social media referrals of campaign tracking URLs
Are the social media tools on your website being used? Event tracking
GA in-page tagging feature Integrated Tools
PostRank Analytics
Friday, 15 October 2010
www.ivantage.co.uk
3
Are social media platforms delivering traffic and valuable interactions to your website?
Friday, 15 October 2010
www.ivantage.co.uk
4
Traffic sources
Friday, 15 October 2010
www.ivantage.co.uk
5
Traffic sources > Referring sites (Who sent you traffic?)
Friday, 15 October 2010
www.ivantage.co.uk
6
Zoom in on social media
Friday, 15 October 2010
www.ivantage.co.uk
7
Visit the referral
Friday, 15 October 2010
www.ivantage.co.uk
8
Which pages gave you the traffic? (Referral path)
Friday, 15 October 2010
www.ivantage.co.uk
9
Visit those pages (may need to login and be member)
Friday, 15 October 2010
www.ivantage.co.uk
10
How is social media delivering to the bottom line?
Friday, 15 October 2010
www.ivantage.co.uk
11
Goals (Commercial objectives of your site)
Friday, 15 October 2010
www.ivantage.co.uk
12
E-commerce (show me the money)
Friday, 15 October 2010
www.ivantage.co.uk
13
Use Advanced segments for regular analysis
Friday, 15 October 2010
www.ivantage.co.uk
14
Use Advanced segments for regular analysis
Friday, 15 October 2010
www.ivantage.co.uk
15
Use Google Analytics’ campaign tagging URLs
Build accurate tracking URLS Embed them in social media
Using URL shortening services
Friday, 15 October 2010
www.ivantage.co.uk
16
Select landing page
Friday, 15 October 2010
www.ivantage.co.uk
17
Create Google Analytics tracking URL (URL builder)
Friday, 15 October 2010
www.ivantage.co.uk
18
Which turns landing page from…
This http://blog.blockbuster.co.uk/2010/02/the-82nd-academy-
award-oscar-nominations/ To this
http://blog.blockbuster.co.uk/2010/02/the-82nd-academy-award-oscar-nominations/?utm_source=facebook&utm_medium=social-media&utm_campaign=oscarsShorten it
Friday, 15 October 2010
www.ivantage.co.uk
19
Shorten with URL shortening service
Friday, 15 October 2010
www.ivantage.co.uk
20
Which turns landing page from…
This http://blog.blockbuster.co.uk/2010/02/the-82nd-academy-
award-oscar-nominations/ To this
http://blog.blockbuster.co.uk/2010/02/the-82nd-academy-award-oscar-nominations/?utm_source=facebook&utm_medium=social-media&utm_campaign=oscarsShorten it
And finally to http://bit.ly/9KTS9v
Friday, 15 October 2010
www.ivantage.co.uk
21
Use and measure
facebook (social-media)
facebook (social-media)
Friday, 15 October 2010
www.ivantage.co.uk
22
Campaign tracking examples
Friday, 15 October 2010
www.ivantage.co.uk
23
Are the social media tools on your website being used?
Friday, 15 October 2010
www.ivantage.co.uk
24
Event tracking
Google Analytics JavaScript technology To record in-page events
Social Media Book Marking Facebook “Like”
Friday, 15 October 2010
www.ivantage.co.uk
25
Facebook “Like”
http://www.websharedesign.com/blog/how-do-i-track-that-little-facebook-like-button-in-google-analytics.html
Friday, 15 October 2010
www.ivantage.co.uk
26
Integrated Tools (analytics.postrank.com)
Friday, 15 October 2010
www.ivantage.co.uk
27
Integrated Tools (analytics.postrank.com)
Friday, 15 October 2010
www.ivantage.co.uk
28
About ivantage
Friday, 15 October 2010
29
www.ivantage.co.uk
2
About ivantage
Internet marketing agency Established in 2002 Independent 36rd Ranked UK Agency according to New Media Age
rankings
Friday, 15 October 2010
30
www.ivantage.co.uk
3
What we do We help grow online businesses by
Generating web site traffic through Paid Search (PPC) Natural Search (SEO) Local & Mobile search Social media Display & video E-mail
Analyzing web site traffic using Web Analytics to accurately analyse how visitors find and interact with
websites Converting web site traffic using
Conversion Rate Optimisation to convert visitors into customers or clients
Friday, 15 October 2010
31
www.ivantage.co.uk
4
How we do it - our values We help grow online businesses by generating, analyzing and
converting web site traffic using: Professional, passionate people Affordable, effective technology Shared client goals and ambitions Exceptional client service Ethical and transparent methodologies
That deliver Intelligent, measured campaigns to add value, not cost
Available through Professional services Training
Friday, 15 October 2010
32
www.ivantage.co.uk
5
Our vision
To be the Internet’s leading performance-driven Internet marketing agency
Friday, 15 October 2010
33
www.ivantage.co.uk
6
Professional services
Traffic Generation Paid Search - PPC
Audit, strategy, take-over/set-up, optimisation & management Natural Search - SEO
Audit, strategy, optimisation & management Local & Mobile Search
Strategy, optimisation & management Display & Video
Strategy, optimisation & management Social Media
Strategy, optimisation & management Email marketing
Strategy, transmission, tracking and management Traffic Analysis
Web analytics Audit, strategy, implementation, support and interpretation
Traffic Conversion Conversion Rate Optimisation
Audit, strategy & optimisation
Friday, 15 October 2010
34
www.ivantage.co.uk
7
Training (public scheduled and private on-site) Google Analytics Google Adwords Google Website Optimizer Urchin Software from Google Search Engine Optimisation (SEO) Social Media Marketing
Two of three Google Certified trainers in the UK Two of four Google Certified trainers in Europe Two of fifteen Google Certified trainers in the world
Friday, 15 October 2010
35
www.ivantage.co.uk
8
Who we do it for – multi-channel retail
Friday, 15 October 2010
36
www.ivantage.co.uk
9
Who we do it for – business to business
Friday, 15 October 2010
37
www.ivantage.co.uk
10
Who we do it for – NGOs and GOs
Friday, 15 October 2010