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  Article updated: May 16, 2022

Connect a Google Analytics account to Impact

Use Google Analytics with Hootsuite Impact to track the return on investment (ROI) on your published content and improve your social efforts. Find out which posts drive the most traffic or customer conversions and use that information to improve your social media strategy.

Conversions are actions that you want customers to take, such as visiting a specific page on your website, subscribing to your email newsletter, or purchasing a product or service. Google Analytics tracks a customer journey from interaction on social media, to visiting a site, to completing a conversion.

Plans: Enterprise customers with Hootsuite Impact or Impact Starter, and Business customers with Impact Starter.

Before you begin

Make sure you’ve already set up your Google Analytics account.

  1. Create a Google Analytics account and add the tracking code to your website. For more information, visit the Google Marketing Platform.
  2. Create Google Goals for each web conversion event you want to track from social media. For information, see the Google Analytics help article Create, edit, and share goals. If you sell products on your website, set up e-commerce tracking. For information, see the Google Analytics help article Set up e-commerce tracking.
  3. Optionally, assign a monetary value to each Google goal you create. For information, see the Google Analytics help About goals.

Connect your Google Analytics account to Impact

  1. Sign out of your social accounts and website analytics accounts.
  2. Go to My other products, and then select Go to Impact. Impact opens in a new tab.
  3. Select from the following:
    • If you are setting up your first Impact dashboard, select Add Connections, and then select Add New Connection.
    • If you already have another Impact dashboard set up, select Connections, and then select Add New Connection.
  4. Select Google Analytics, and then select Authorize+Connect Google Analytics.
  5. Enter your credentials for that connection.
  6. Follow the prompts to authorize the connection with Hootsuite Impact.
  7. Select the website account, web property, and domain type.
  8. Select Add Google Analytics.

    Important: After connecting your Google Analytics account or changing your Google Goals, your connection requires account configuration. Please reach out to your customer success manager to start the process.

  9. Add UTM tags to the links in your posts to allow Google Analytics to track the traffic and site activity coming from those links. You can add UTMs manually or when composing a post in Hootsuite. See Apply a UTM parameter to a link.
  10. Add exceptions for the following Hootsuite Impact IP addresses to ensure Google Analytics captures the full destination URL and UTMs from the links you share on social.
    • Ports: 80 and 443

Adding exceptions for Hootsuite Impact IP addresses allows collection of all Google Analytics attribution data from your links and ensures that the Hootsuite Impact Auto-tagger can correctly assign tags based on the metadata in your links. For more information, see Use automated tagging to analyze your social campaigns.

View your Google Analytics data

Data from your Google Analytics connection is displayed in the ROI Analysis reports. This data is at page level and displays the ROI each Page or profile generated as a whole.

  1. In Hootsuite, go to My other products, and then select Go to Impact.
  2. Select Impact App.
  3. Select ROI Analysis, and then scroll down to the Total Return section. You can view your analytics data under the Intent column.

Website data at the page level is also included in the Filter Content reports. To learn more, see Build reports in Impact using advanced filters.

If you applied unique UTM parameters to your social posts, you can view conversion metrics per post in the Browse Content tab. Select a post in the table to open it in analysis view and see your Google Analytics data. See Measure web conversions at the post level to learn more.

To view this data in Hootsuite Analytics, see View post performance in Impact.

Data discrepancies

If you're seeing analytics data discrepancies between your Google Analytics and Hootsuite Impact accounts, check the filtering that's in use. 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', '', '', 'pinterest', or 'linkedin'.

You should also check to ensure there are no connection issues with your social and website analytics accounts. To learn more, see Reconnect social accounts to Impact.


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