We are going to be talking about some specific marketing avenues in the upcoming weeks. In order to track what works and what doesn’t for your specific website or blog, it’s a good time to set up some Goals in Google Analytics so we can start calculating our social media ROI in the upcoming weeks. This isn’t nearly as difficult as it sounds. You simply need a Google Analytics account and a specific page or event on your site that you would like to track.
There are a number of social media conversions you can track in Google Analytics:
- When a visitor subscribes to your email list
- When a visitor makes a purchase from your site
- When a visitor downloads your free report
- When a visitor visits your contact page (may be especially useful to service providers)
- Time on Site
- Pages Per Visit
You can also track specific outbound and internal clicks, these are called Events, but let’s start with the basics.
Setting Up Google Analytics for Tracking Social Media Conversions
Google Analytics thankfully knows that calculating social media ROI is important these days and they make the process relatively painless. For activities such as Time on Site and Pages/Visit, you can set Goals in Analytics without any outside information. If you would like to measure downloads, purchases or opt-ins, you will need the URL associated with the completion of those activities. This may be a download page or a Thank You page you have created for new subscribers or purchases.
Once you know what you want to track:
- Log into Google Analytics
- Click Admin on the top right
- Choose the site for which you want to create a Goal
- Click Goals
- Click + Goal
- Name your goal (Ex. Subscribe to Email)
- Click Active
- Choose URL Destination, Time Duration, Page/Visit or Event depending on the type of activity you are tracking. I am setting up a Goal for tracking email subscribers. Therefore, I chose URL Destination and entered the page slug (the last part of your page’s URL yourdomain.com/slug).
- You can also set a monetary value to your Goal. If your Goal is the purchase of a $9 eBook, you could put $9 under Goal Value.
Where Can I See My Social Media Conversions?
After your Goals have been set, you will want to check them on a regular basis. In the below video, you will see how to view your Goal Completions and the number of those completions that came from social media.
Thankfully, tracking these social media conversions is far easier than it used to be. And there is no excuse for not doing it. So that is your weekly task. Create a Goal in Google Analytics. We will track our conversions in the upcoming marketing activities.
Are you currently tracking Goals and social media conversions in Google Analytics? Are you using a different method?