how to measure social roi with google analytics
DESCRIPTION
Let's face it, ROI is a term that most marketers sell on, but fail to report on data that proves it. The deck is about how to measure social ROI with Google Analytics.TRANSCRIPT
Why Use Google Analytics?
Use Google Analytics Because…• It’s Mature• Acquisition, Behavior, & Conversion Data• Tools Like Multi-Channel Funnels &
Attribution
How Do I Start?
By Focusing On Three Things…• URL Tagging (Google URL Builder)• Upload Cost Data• Using A Custom Report
What’s URL Tagging?
Adding Campaign Parameters To URLs…•Where Traffic Comes From, What Was
Clicked On, & From What Campaign• All Recorded In Google Analytics•Major Role In Measuring Social ROI
A Tagged URL Looks Like This…• https://example.com/?
utm_source=facebook&utm_medium=social&utm_content=red%2Bwidgets%2Bnewsfeed&utm_campaign=black%2Bfriday%2Bsale
Traffic That Comes From These…
Now Comes From This…
How Do I Import Cost?
Using The Data Import Feature…• Associates Cost Data With Ads & Campaigns•Matches Cost Using Tagging Parameters
(CSV)
• In The Google Analytics Interface (No API!)
Here’s The Process…
• Hi Google Analytics, for traffic from these tags: source=facebook, medium=social, content=red widgets newsfeed campaign=black friday sale• Associate this cost (From CSV file)...• Then Calculate ROI & ROAS for traffic
from them.
What About Measuring?
Use A Custom Report…
•Measure & Report on ROI / ROAS • Growth Hack•Multi-Dimensional
What’s Multi-Dimensional?
A Reporting Feature That Makes Things Easy…• ROI By Social Channel, Campaign, & Ad• All In One Report• Simple
Includes Your Social Channels…
If You Click On Google Plus…
If You Click On A Campaign…
Alan, I Need Specifics!
Simple How To Posts
• URL Tagging – threev.co/TaggingHowTo• Data Import Feature - threev.co/DataImport• Custom Report - threev.co/GACustomReport
