Do you know if your social media efforts are working? Do you wonder how to monitor clicks on social traffic links?
In this article, you will learn how to use UTM tags to measure your traffic on social media with Google Analytics.
Why measure the traffic of social media?
Measuring social media traffic will help you determine which marketing tactics are working for you and which ones are coming.
Traffic from Facebook, Twitter, LinkedIn, YouTube or other social media sources flows into the content of your site and then initiates some sort of completion like a lead, a purchase, or anything else you're trying to achieve with that traffic.
Your social media traffic will come from paid and unpaid sources. To illustrate, Facebook traffic can come from paid ads, posts shared by your page and maybe even by a group. The same can be true with Twitter, LinkedIn and YouTube.
You can also watch social media traffic at a more granular level. For example, on YouTube, traffic may come from specific site areas such as tabs, the back-end or description link.
You want to measure how all this social media traffic turns into content and ultimately into your completion goal. You can do it with Google Analytics and UTM.
No. 1: View data on social media traffic in Google Analytics
The Source / Medium report in Google Analytics is where you'll find all the relevant details about your traffic on social media. In this report you can see the identity of each traffic source, the amount of audience you receive from that source, the way the public interacts with your site, and the results of those actions.
Here's how to start using this relationship.
Access the Source / Medium report
To access the report, open Google Analytics is go to Acquisition> All Traffic> Source / Medium.
Scroll down the page to see the list of traffic sources for your site. These data are divided into different sections. For this detailed analysis of the report, we will review some data from the Google Merchandise Store demo account.
The far left column of the Source / Medium report identifies the traffic source and the medium. can think of the "source" as the brand of traffic that is going through and the "medium" as the type of traffic.
To view it, the first traffic source listed below is google / organic. In this case, Google is the traffic mark and organic is the type of traffic. For google / cpc, the traffic also comes from Google and the type of traffic is CPC, which is paid traffic.
The next part of the report, Acquisition, informs you of the amount of traffic coming from that source. can see the number of users, new users and sessions.
The third section, Behavior, tells you about the actions people are taking. can see the bounce rate, the pages per session and the average session duration for this public.
Looking at the Acquisition and Behavior data together will give you an idea of the quality of traffic from that source. For example, you might have a source that drives a lot of traffic to your site, but those users do not take the actions you want or leave quickly. And you could even have a source that will not send you a lot of traffic, but those users really interact with your message and your content. That second source is a little higher quality.
The last section of the Source / Medium report shows the results. If you've set goals in Google Analytics to measure actions like leads or purchases, this is where you can see those results. Select one of your goals from the drop-down menu to compare traffic sources for different results.
Analyze the data in the report
Now that you're familiar with what's in the report, let's see how to analyze this data. When you review the data, do not get caught up in numbers. instead, look for trends.
If you look at the behavioral data below, you can see that the traffic sources with the lowest bounce rates are mall.googleplex / referral (11.05%) and sites.google.com/referral (13.31%) . These data indicate that the public from those two sources is more involved than the public from other sources.
The same two traffic sources are also distinguished from the others in the pages per session and in the average duration of the session. These audiences viewed multiple pages on average during a session (8.28 and 6.58 respectively) and spent more time on the site (4:28 and 4:13, respectively).
Now that you've determined that the audience of these two sources is really busy, you need to find out if this translates into results. On the e-commerce side, you can see that mall.googleplex had 93 transactions totaling $ 8.839, but sites.google.com only had 2 transactions totaling $ 248.
While the levels of involvement of the two sources are similar, the first source sent you 93 transactions and the second source only 2. This tells you that the second source does not work as well for you as the first. If the first source was Facebook, and the second source was YouTube, you would like to focus more on Facebook.
Now that you have an overview of how to use this report in Google Analytics, you're ready to start tagging your own traffic.
2: Track your social media traffic sources with UTM
UTM parameters are tags that you add to the links you share on social media in order to get more detailed traffic information in Google Analytics.
Tagging your links with UTM parameters allows you determining which source of social media traffic brings the most visitors to your site, which pages or content are affected and even more details for example, how much they buy, what they do after the purchase, where they leave the funnel and more.
Suppose you have a Facebook campaign and use multiple ads to send visitors to the same content on your site. To determine which ad gets the most clicks, it's easy to review the analyzes from your Facebook account to determine this metric. However, which ad gets the most page views after the initial click? Which ad turns clicks into subscribers or customers?
Google Analytics can show you this information if you tag your traffic. When it comes to tagging, think of the structure like this:
- Product / service: The product or service you are promoting or sending traffic ultimately
- Brand: The brand of traffic you are using (Facebook, YouTube, Twitter, etc.)
- gender: The type of traffic provided by the trademark, such as paid or shared or organic traffic
- Title: The title (or the subject line if it is an & # 39; e-mail)
- Details: Details on the source of traffic
To understand how this structure translates into your social media marketing efforts, let's take a look at an example of an ad on Facebook. Here are the details of this announcement:
- Product / service: Measurement Marketing Academy
- Brand: Facebook
- gender: Paid
- Title: "Know your numbers"
- Details: Retargeting blog readers: laptop image
You want to include the "laptop image" identifier in the details because you're testing different images in equally identical Facebook ads and want to see the results of using the different images in your ads in Google Analytics. Traffic tagging in this way allows you to view details about a specific ad and the type of actions people perform after clicking on that ad.
So, how do these details translate to UTM? Your product or service is the "campaign", the brand is the "source", the type of traffic is the "medium", the title is the "term" and the details are the "content".
To track this information in Google Analytics, you add the UTM parameters to your links:
- The campaign (your product / service) becomes utm_campaign.
- The source (the brand) becomes utm_source.
- The vehicle (the type of traffic) becomes utm_medium.
- The term (the title) becomes utm_term.
- The content (the details) becomes utm_content.
For the example of an ad on Facebook, here's how to add UTM parameters to the link.
First, identify the source (the brand), which is Facebook in this case:
The next, identify the vehicle (the type of traffic). In this case, you are using CPC, which is the cost per click:
Follow this with the campaign (product / service). It's the Measurement Marketing Academy, but we'll use the Academy shortly:
Then add the term (title / subject), which is Trust Your Numbers:
Finally, provide the content (details). You are redirecting blog readers and using the image of a laptop in the ad, so you write it like this:
Now it is necessary add these parameters to the link itself. Note that the UTM parameters can be used in any order and only source / medium / campaign is required.
For this example, when users click on the Facebook ad, they take them to the home page at https://measurementmarketing.io. This is the main link.
Now add a question mark at the end of the main link and then the individual UTM parameters. Separate each parameter with a commercial one. Here's how the final URL will be:
Now let's see how you would use this URL when you set up the Facebook ad. In Ads Manager, type your main link in the URL box of the site.
Then add your tracking parameters (all after the question mark) to the URL parameters box.
Now when someone clicks on your Facebook ad, this information will arrive through your Google Analytics.
If you open the Source / Medium report, you can see where the traffic comes from (Facebook), which specific ad is (the "Trust your numbers" ad with the image of the laptop that is retargeting to the readers of the blog), what are the users the actions are, how much traffic is sent from that source of traffic and ultimately what are the results of this traffic.
# 3: Create your UTM with the UTM Builder tool
The good news is that there is an easier way to create UTM for your campaigns. The UTM Builder tracking tool will maintain your structured UTMs and ensure that all your information is organized and in one place.
To use this method, open the UTM Builder and then choose File> Make a copy to create your personal copy so you can edit it.
In the first tab, UTM Building Tips, you will find a summary of the UTM information discussed above.
To start customizing this sheet, open the Traffic tag settings tab to configure the main traffic tag settings. In the Source column, lists the "brands" of traffic sources you use (Facebook, YouTube, etc.). In the Media column, add the types of traffic you use (sharing, CPC, email, etc.). In the Campaign column, list the products or services you offer.
The sources, media, and campaigns you list in this tab will appear in the drop-down lists on the other tabs of this sheet, as you'll see in a second.
After entering this information, you are ready to start creating your own UTMs. To understand how to use this tracking tool, let's use it to create the UTM for the example of an earlier Facebook ad. Start by opening the Facebook CPC tab.
In the URL column in this tab, type in the URL for the landing page of the ad. So in the Source column, select the source of social media traffic (Facebook, in this case) from the drop-down list.
In the Medium and Campaign columns, select the vehicle (CPC) and the campaign (academy) from the drop-down lists.
Here's what your sheet looks like at this point:
The next, enter your term is add details about your content.
When you define the different parameters, the spreadsheet will automatically generate the URL for you in the Code column. Click the code in the spreadsheet to test it and make sure you open the correct landing page.
Tip: When you add UTM to the spreadsheet and start tracking, you can do it highlight the content and campaigns that bring you more traffic on social media. Keeping them in this spreadsheet will help you remember specific details you may need to know later.
Watch the video:
What do you think about it? Do you use UTM parameters in the links you share on social media? How could you improve the way you tag your traffic sources? Please share your thoughts in the comments below.