Integrate your website analytics into Impact to get the full picture of your social ROI. Along with your social metrics, you'll be able to see the web conversions driven by your social efforts.
Conversions are actions (or business goals) completed by customers on your website. For example, visits, pageviews, purchases, or subscriptions. Analytics tools like Google Analytics (GA) track the journey from interaction on social media, to visiting a site, to completing a conversion.
These steps will help you prove the contribution of social to your conversions and business goals.
1: Create a Google Analytics account and add the tracking code to your website.
2: Create Google Goals for each web conversion event you want to track from social media.
If you sell products on your site, enable e-commerce tracking.
3: Optional: Assign a monetary value (Goal Value) to each Google goal.
Then you can measure the impact of goal completions on your site from social media.
4: Set up a UTM parameter system for your social posts and ads.
Then add these tags to the links in your posts to allow GA to track the traffic and site activity coming from those links. You can add UTMs manually or through a builder like Hootsuite's composer. Learn how to set up and apply UTMs
5: Run reports in GA on the new website data you're now capturing.
Track 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.
6: Connect your Google Analytics account to Hootsuite Impact.
You will need to authorize the Google account that has access to the Google Analytics profile you want to add.
After connecting (or changing your Google Goals), the account still needs to be configured on the backend. Please contact your customer success associate/manager to begin this process.
7: View your analytics data throughout Impact.
Data from your Google Analytics connection will appear 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 network level is also included in the Filter Content reports.
If you applied unique UTM parameters to each of your social posts, you can view conversion metrics per post in the Browse Content module. Click on a post in the table to open its post analysis view. Web analytics data is displayed under the Intent tab.
Learn more about the benefits of using unique UTMs in this article: Measure web conversions at the post level
If you're seeing analytics data discrepancies between your Google Analytics and Impact accounts, check the filtering that's in use. Hootsuite Impact only displays conversion metrics that can be explicitly tied back to a post, and therefore applies filtering logic for any domain that contains 'facebook', 't.co', 'twitter.com', 'pinterest', or 'linkedin'.
Web analytics integration is also available for Adobe Analytics at an additional cost. To learn more about the value and benefits of Adobe Analytics check out this video. To connect an Adobe Analytics account, please contact your customer success manager.