Integrate your website analytics to get the full picture of your social ROI. Adding this piece to Impact means that, along with your social metrics, you'll be able to see the web conversions driven by your social efforts.
Analytics tools like Google Analytics (GA) track your customers' journeys, from interacting with you on social media, to visiting your site, to completing a conversion. Conversions are actions (or business goals) completed by customers on your website. For example, visits, pageviews, purchases, or subscriptions.
To understand how each of your social networks is contributing to conversions on your website, complete the following steps:
1. Create a Google Analytics account and add the tracking code to your website.
3. Optional: Assign a monetary value (Goal Value) to each Google goal. This gives you a way to measure the impact of goal completions on your site from social media.
4. Set up a UTM parameter framework for your social posts.
UTM parameters are tags added to URLs. Adding these to links in your posts lets GA track the traffic and site activity driven from those links. Up to 5 UTMs can be added to each URL. This chart lists the options, and an example of how they could be used.
|Campaign source (required)
|The social network, site, publication name or other source driving the traffic. In this case, typically a specific social profile.|
|The specific campaign name or promotion, for keyword analysis.|
|The advertising or marketing medium, or the kind of content being shared, like a blog post, wall post, or ad.|
|Use to distinguish between similar content within ads or links that direct to the same URL. For A/B testing.|
|Use to track keywords.|
This is what a URL looks like with UTMs added to it:
5. Add UTM parameters to your posts and ads. You can add UTMs manually or through a builder like Hootsuite's compose box.
This will let you track the website activity being driven from each social network.
To attribute web activity and conversions from specific posts, the UTM parameters used on each link must be unique.
6. Track conversions in GA. Run reports in GA on the new website data you're now capturing. Discover the traffic and goal conversions from each social network and link posted on social.
- In Google Analytics, select Acquisition, from the menu on the left.
- Under All Traffic, select Source/Medium.
- The Primary Dimension should be Source / Medium. Set a Secondary dimension as Campaign. This will display your UTMs. You can sort by goal to analyze results.
7. Connect your Google Analytics account to Hootsuite Impact. You will need to authorize the Google account that has access to the GA profile you want to add.
After making a connection the account must be provisioned on the backend. Please allow 24 hours before the connections are ready to use.
8. View your analytics data in Impact.
Data from your Google Analytics connection will appear in the ROI Analysis module in the Total Return summary report under the Intent column. This data is at the network level, showing the ROI each Page or profile drove as a whole. Website data at the profile level is also included in the reports in Filter Content.
If you applied unique UTM parameters to each of your social posts, you will find web metrics on a post-by-post level in the Browse Content module. Click on a post in the Browse Content table to open the individual post analysis view. Web analytics data is displayed under the Intent tab.
Web analytics integration is also available for Adobe Omniture at an additional cost. To connect an Omniture account, please contact your customer success manager.