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Untapped Web Tools: Google Analytics and Social Media Tracking

As a web developer, Google Analytics is used in a variety of ways in my day-to-day activities. Whether it’s uncovering user trends or understanding what content is most engaging for customers, Google Analytics can be used in endless ways to uncover critical insight about how your customers are interacting directly with your brand. When most people think about the effectiveness of social media campaigns, they don’t automatically think to incorporate Google Analytics in order to assess whether your current strategy is working or not. 

Buffer reports that 73% of marketers believe that their social media efforts have been “somewhat effective” to “very effective” for their business. With so much confidence being put behind social media efforts, it’s important to have specific, trackable data that you can attribute to your social campaigns and strategies. This is an important step to help make data-informed decisions and continue to optimize your campaigns to reach the right people and get results. 

Here are a few examples of how Google Analytics and social media can help optimize your social strategy: 

Understand Your Referrals 
Google Analytics provides a breakdown of your users based on where they came from, whether directly coming to your site or being referred to from a different source. Understanding your top referral social platforms can help you see where best to put your social ad spend based on your current spend. This helps give you a solid understanding of which social platforms and campaigns are most effective for pushing traffic to your site or a particular product. 

Visualize Your Social Customer Journey
Did you know Google Analytics provides a direct workflow to demonstrate how your users interact with your site? It can break down the top pages that are being entered and show you each page they visit and their journey on your site, up until they exit from a specific page. This can help uncover behaviors that users from specific platforms have in order to best tailor your customer journey through social media for them. 

Uncover Potential Partners 
According to Emarketer, 67.9% of companies will use some form of influencer marketing this year in the US. As influencer marketing continues to evolve, it’s important to be able to uncover the potential for these types of partnerships with your brand. Google Analytics provides a report that can uncover all the places and other sources that are currently linked to some of your content. This can make an effort to partner with external influencers easier when they are already engaging with your brand and can quickly pinpoint potential partnerships. 

Ultimately, Google Analytics has untapped opportunities that can be utilized in order to make strategic business decisions. Social media is no exception to this and can provide direct feedback to your help make data-informed decisions when adjusting your social strategy. Now that you’ve figured out how to optimize your social media strategy and incorporate it with your website, have you thought about how users interact with your website on mobile? Read more on my tips for optimizing your site for your mobile users here.