Using Google Analytics to Measure Social Media Effectiveness
#2: “What content is most interactive on my website?”
Your metric of choice: In-Page Analytics
How do visitors interact with the content on your website? Is one menu item more popular than others? Does anyone actually scroll down and read below the fold? Answers to these questions – and many others – can be determined via Google’s In-Page Analytics. In-Page Analytics is a sandboxed version of your website displayed within Google Analytics; hover you mouse next to each link or button to see click data. This click data can help you determine what content is most “interactive”, i.e., receiving the most clicks.
#3: “How valuable is my social media traffic?”
Your metric of choice: Social traffic goals.
So your Pinterest visitors spend a lot of time on your website – but are they simply repining items or actually making purchases? The same goes for any other social media site. Yes, referrals from social media are great. But the real benefits occur with a bump in conversion rates. By setting up conversion goals(which is extremely important) you can track how social traffic drives key conversions, such as email list sign-ups, free trial subscriptions, or shopping cart purchases.
Defining a monetary value for website conversion will provide a specific dollar amount for the “social value” of your social media traffic. You can also track which social media channels best assist with conversions. An “assist” occurs when someone visits your site, leaves without converting, but then returns and converts on a later visit (within 30 days). To track this metric, go to the multi-channel funnel report and evaluate the “conversion” to see which channels (i.e., social networks) are assisting with the most conversions.
Old-school sociability metrics measured how many visitors came from Facebook, Twitter or other social media sites – and that was it. Unfortunately, this left you guessing as to what these visitors actually did on your website. Social Visitors Flow, In-Page Analytics and social traffic goals give you a complete snapshot of key interactivity and sociability metrics. By understanding which social media sites drive the most traffic and ultimately boost conversion rates, you can effectively leverage the power of social media to not only drive website traffic, but also build your business’s brand and boost sales.
Chris is an online marketing and content strategist here at iSpionage building awareness and engagement within our target markets. Chris on Google+