How does Google Analytics track videos

Social media tracking with Google Analytics in 6 steps

The cornerstones of your online presence include your company website and social networks. Link your social media activities to your website to continuously drive traffic to your online presence. Once social media is generating traffic, you should measure the success in order to optimize your activities. As is so often the case, this is where Google Analytics comes in very useful.

With the help of the Google Analytics data you record where the visitors to your website come from and how they behave on your website. Set up a Google Analytics account to track and measure your social media initiatives. In this way, you can adequately substantiate the social media ROI for your company.

Our guide will help you measure your social media activity with Google Analytics in 6 easy steps.

Step 1: Develop social media goals for your website

Before you can measure the impact of your social media activities with Google Analytics, you need to set goals. These should be part of your general social media marketing plan and adapted to your overall marketing and corporate strategy. Formulate your short-, medium- and long-term goals with the help of the S.M.A.R.T. method if you want to use social media to increase the traffic on your website.

Precise (S.pecific), measurable (M.easurable), realizable (A.ttainable), relevant (R.elevant) and terminated (Time Based)

Example: In order to increase website traffic by 15% in the second quarter, 100 tweets are to be published each month to generate traffic.

Step 2: Sign in to Google Analytics

To use Google Analytics to measure the impact of your social media initiatives, you need your own account; this is the only way to access your traffic reports. Create a new account if you don't already have one. Go to the Google Analytics website, click in the menu bar at the top right on "Create account" or "Sign in" and follow the instructions on the screen.

Step 3: Set up a Google Analytics tracking code

To receive reports from Google Analytics, you need a tracking code. There are two ways to record the key figures: you use the Google Tag Manager or you insert the tracking code directly into your website.

1) Google Tag Manager
We recommend using the Google Tag Manager as it simplifies the management of tags on your website. The Google tool makes it easier to add other tags such as AdWords conversion tracking and remarketing tags to your website and to configure Google Analytics tracking. Follow the steps explained in the video to set up Google Tag Manager.

2) Insert tracking code directly into the website
To do this, you need access to the source code of your website and you should be familiar with editing HTML codes.

Set up web tracking code:

  1. Sign in to your Google Analytics account and click Manage. Select the website you want in the Account and Property columns. Click Tracking Information> Tracking Code
  2. Copy the snippet. It starts with . Make sure you are not using the same snippet for multiple domains.
  3. Include the snippet before the closing tag on any webpage you want to track.
  4. Check your settings and make sure that the code in Google Analytics matches the one in the source code of your website.

Step 4: Set Google Analytics goals

Determining whether and how social media pays off for your company goes beyond measuring page views and visits. You need to find out if social media will actually get your business moving if you want to prove the return of investment from social media for your business. To cement the importance of social media in your company, you should monitor key metrics such as product signups, leads, downloads, and newsletter signups.

To set goals, follow these steps in Google Analytics.

Step 5: Understand social analytics reports

Google Analytics provides eight reports for social interactions. With these reports you can understand the importance and efficiency of your activities on social networks. These can be viewed under the Reports> Acquisition> Social Networks tab.

1) Overview
Here you can see the conversion values ​​generated via social media channels at a glance. The graphic “Value of social channels” compares the number and the financial value of all achieved goals with the references from the social networks.

2) Network referrals
This report provides you with interaction metrics on traffic from each social network. It shows where the highest quality traffic is coming from.

3) data hub activity
The data hub activities report shows how users on social networks talk about the content of your website and how they interact with it. You can see which URLs users last shared, how they shared them, and what they said about them.

4) landing pages
This report shows the interaction metrics for each URL. Each URL shows you the social network it came from.

5) trackbacks
This report shows you which websites refer to your content and in which context. You can use this data to follow up on successful content recipes and build relationships with the users who frequently link to your page.

6) conversions
This report will help you determine the real value social networks can bring to your business. Conversions shows the total number and monetary value of the conversions that resulted from referrals from the respective networks.

Note: To populate this report with data, step 4 must be completed.

7) plug-ins
If you have social media share buttons on your website, you should know what buttons and content your users click on. The data in this report tells you which posts are shared the most and where.

8) flow of visitors
The visitor flow provides information on how visitors from the social networks navigate through your website. If you run campaigns for a specific product, you can see here whether the users from the respective social networks have reached your website via a product page and whether they have visited other areas.

6th step: Create an overall report

If you have all the data, you can demonstrate how your social media activities are driving traffic to your website. Summarize the essential key figures and present them to your management in a compact PowerPoint or Google presentation. Only include data in your report that relates to the goals set in the first step. Your presentation should contain graphics and explain in two or three sentences what these graphics mean for your company.

Would you like to show how much social media contributes to website traffic? Then create a graph that compares the social channels with other traffic sources (like the graph below) and explains how your own and organic social media channels are driving traffic.

We would be happy if these 6 steps for measuring social media impact with Google Analytics help you to prove the ROI of your social media activities.

Remember: track, measure, analyze and improve continuously. This is the only way to continuously optimize your company's online presence.

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From Paul Sackmann

Paul Sackmann is a passionate community coordinator at Hootsuite. He keeps an eye on the latest developments in social media and enjoys exploring London by bike.