Produced and presented by Graeme Benstead-Hume and SiteVisibility for the Brighton Digital Marketing Festival event. Measuring social media with Google Analytics covers campaign tracking, advanced segments & traffic filters.

1. Measuring Social Media with Google Analytics Graeme Benstead-Hume @mrgraeme

3. Campaign Tagging Campaign tagging gives us an easy way to track how well a single campaign is performing

4. What is Campaign Tagging? Campaign tagging allows us to add a small piece of tracking code to our URLs. This code allows Google Analytics to tell when someone clicks a link even if it is not on our website.

6. URL Builder

7. Campaigns Report

9. Advanced Segments Advanced segments allow you to view & compare reports for traffic from social channels.

10. What is an Advanced Segment? Google Analytics allows us to segment our traffic by many different dimensions and metrics. Using this tool we can segment our visitors by who is referred to us via Social Media.

11. How to create an Advanced Segment

12. Building an Advanced Segment facebook.com|twitter.com|linkedin|delicious|deliciouscom|technorati|digg.com|hootsuite|stumbleupon|netvibes|bloglines|faves.com|aim.com|friendfeed|blinklist|fark|furl|newsgator|prweb|msplinks|myspace|bit.ly|tr.im|cli.gs|zi.ma|poprl|tinyurl|owly|reddit

13. Segmented Report

17. Traffic Filter Filter in your social traffic before it even reaches your reports

18. What is a filter A Filter changes how Google Analytics gathers its data before it is even processed. This allows us to specify exactly what and how we see our reports.

19. Traffic Filter Warning Applying a filter to a Google Analytics Profile will remove ALL filtered traffic with no way of retrieving it afterwards. Always create a new profile for filters.

20. Creating a new Profile Navigate to the Analytics Settings screen where you should see your existing profiles.

21. Creating a new Filter Once you have created the new profile return to the Analytics Settings screen and find the edit button by the new profile: Scroll down to the filters box and click the add new filter link.

22. Referring Traffic Filter

23. Social Media Medium Filter

24. Full Referral Path Filter

27. Engagement Metrics Metrics to watch and measure the quality & engagement of your traffic.

28. Bounce rate Bounce rate is a great indicator of the quality of your traffic. Do some campaigns and refers have lower bounce rates?

29. Avg. Time on Site Higher average times on site can indicate a more engaged user base. Which pages are your visitors spending their time on?

30. Visitor Loyalty Using the visitor loyalty report we can identify whether visitors are likely to return to your site. If not you should try to provide more reasons for your social traffic to return.

31. Goal & Ecommerce Conversions Social Media is as much about engagement as the bottom line. Compare the conversion rate of each of your traffic channels

32. Spikes in traffic Spikes in social media traffic can help you identify which campaigns & activity are performing most effectively.

33. The new social plugin for Google Analytics allows us to measure & segment ‘Socially Engaged’ traffic. Google Analytics’ push into engagement

34. Already works for onpage Google+ buttons! For other channels we can start to use an alternative to event tracking: _gaq.push(['_trackSocial', 'facebook', 'like', document.location.href]); Instead of _gaq.push(['_trackEvent', 'facebook', 'like', document.location.href]); Social Plugin overview

35. Google Analytics Social Plugin Search for: google social plugin

36. Thank you! @mrgraeme Resources available at sitevisibility.co.uk/blog