Start tracking Social Media ROI on Google Analytics

One of the most common questions any digital marketing agency may be asked is “Is Social Media Optimisation really necessary for my business”, or “What is the ROI on Social Media?” With Social Media increasing in importance when it comes to an internet marketing strategy, Google Analytics has now incorporated social- focused reports to the mix.

Although there are various other Social Media analytics products out there, they are highly focused on tracking mentions, retweets, sentiment etc. Despite these offering extremely valuable bits of information, Google Analytics will allow companies to tell Google their goals (purchasing, etc). Users will be able to monitor how many website viewers have come from which specific Social Media platforms. However and more importantly, Google Analytics will be able to report how many of those visits that came from the Social Media platform, have converted to the goal. Impressively we will also be able to track indirect conversions; someone visiting your site through a link you posted in Facebook and Twitter returns to your website one week later to purchase something.

Google Analytics will also be able to assign a monetary value to “last interactions” and “assisted” conversions. This will give companies a good idea of whether or not their Social Media campaigns are actually working.

If you are eager to start using this, you will have to be patient just a few more weeks. The Social Media reporting will be accessible to all Google Analytics users under the “Standard Reporting” tab.

Ceri is the Sales and Marketing Director at Talooma. Over about 15 years, Ceri has developed his passion for meeting people and selling, during which time he has mastered the art of networking and consulting. Ceri has enjoyed watching the Internet industry grow over the past 10 years in South Africa and has been very fortunate to have been a part of it.
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