Article updated: September 13, 2021
Measure web conversions at the post level
Attributing website conversions to your social efforts is essential for proving social ROI. Conversions can include visits, page views, sign ups, downloads, or purchases. You can measure social campaign performance based on this data by connecting Google Analytics or Adobe Analytics to Impact. See Connect a Google Analytics account to Impact to learn more.
Plans: Enterprise customers with Hootsuite Impact and Impact Starter, and Business customers with Impact Starter.
How to measure web conversions at the post level
By connecting your website analytics account to Impact, you can see which social networks drive the most web conversions. To track which individual posts resulted in the most web conversions, the key is to use UTM parameters.
Note: UTM parameters must be unique for every post.
In this example of a link with UTM parameters, the ‘content’ UTM parameter is being used as the unique tag:
When you create a post in Hootsuite, you can apply a Dynamic Post ID UTM that automatically adds a unique link parameter at the post level. To learn more, see Apply a UTM parameter to a link.
Benefits of unique UTM parameters
When each post link contains a unique UTM, Impact can pinpoint the specific post that resulted in each conversion. This unlocks value in the following areas:
- Browse Content - See how a single post drives website visits, page views, or other goal conversions. Learn how to configure your content table to add columns for Website Pageviews and Website Visits (see Apply link settings). These help you identify the posts that perform well and drive the most traffic to your site. If your posts don’t contain unique UTM parameters, these columns will always display 0. You can also select a post in the table to open its post analysis view and view your web analytics data.
- Filter Content - Filter by campaign tag (e.g., summer camping) and then look at your web conversion data to see how each campaign as a whole perform in driving activity on your website.
- ROI Analysis - Compare the activity generated by your own posts to the activity generated by other people posting links to your website (this is also called ‘owned vs earned’ social data).
- Select one of your own social accounts from the platform drop-downs to view the web activity (Website Pageviews, Website Visits, and Goals) attributed to your posts on each social profile.
- Select “Non-UTM Traffic to [your domain]” to view all activity from other sources on the social network that led to your website.
Without a unique UTM added to each link you post, you won’t be able to measure content performance at the individual post level. Website metrics in Browse Content and Filter Content will display 0.
In ROI Analysis, data only appears for each of your social accounts if posts contain unique UTMs. If they don't, all your website activity is combined with your earned data under ‘Non-UTM Traffic' for each social network as a whole. This means you won't be able to separate the conversions that resulted from clicks on your own posts and clicks on other people’s posts.
Contact your customer success manager if you don’t see Non-UTM Traffic data for your social accounts.