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How To Get Analytics For Traffic From Twitter, Instagram, And Facebook During Influencer Marketing Campaign

Last Updated: 27.09.2017 10:50
#facebook #influencer marketing #Influencer marketing campaign #instagram #twitter

Analytics is an important part of any marketing strategy in social networking sites, including social media influencer strategy. It helps you understand how effective your campaign is and answer important questions.

And despite the fact that influencer marketing analytics is among the top influencer marketing issues, it’s easy to analyze your Twitter,  Instagram, or Facebook influencer marketing campaigns using the right tools.

Let’s have a look on how you can analyze traffic from these platforms to find out how effective is the content created by your influencers in attracting your target audience, and which of your sponsored posts attract the most attention. And we’ll do this using Google Analytics. Why?

Google Analytics tells you not only which sources are generating the most traffic but also how they’re contributing to goal conversions. That is, you can find out how much money your Twitter, Facebook and Instagram influencers generate for you. Sounds good? Now let’s see how to do this.

If you want to receive social network data from Google Analytics, you need to start by connecting Google Analytics to your site and setting up the Goals. As goals, you can choose signing up, subscribing, starting a trial period, clicking on the “Buy” or “Add to Cart” button.

Check here how to set up the goals you need to track.

Once the goals have been set up and you have verified that data are collected correctly, you can proceed to the next steps.

  • Sign in to your Analytics account;
  • In the left menu, select the Acquisition tab;
  • Select Social.

Next, you can select the tab that you are interested in: Overview, Network Referrals, Landing Pages, Conversions, Plugins and Users Flow.

In turn, we’ll dwell on those that help in analyzing social media traffic and conversions.

Overview

Here, you can see a graph of the importance of social media. Google Analytics shows you a spectacular bouquet of sessions and conversions.

What does each of these parameters mean?

Conversions. This is the total number of all conversions from all traffic sources: direct, referral, social media, etc., for the selected period.

Contributed Social Conversions. Conversions in which the social media played a part. Visitors came from social networking sites at least once to your site without having produced a conversion, but their subsequent visit from other sources led to the desired result. For example, a person saw your paid Instagram post, came to your site and left. A few days later, he remembered your product and returned and made a purchase.

By the way, to know how long it took the person before coming back to your site and making purchase, click on Click on Conversions > Multi-Channel Funnels > Time Lag.

Of course, there are some “buts” here. For example, if a person visited the site through one device, say, mobile phone, and visited again to make a conversion through another device, say, a PC. In this case, the goal will not be counted in Contributed Social Conversions. Nevertheless, considering this indicator, you can monitor the picture as a whole.

Last Interaction Social Conversions. These are all the conversions that users produce directly from a social traffic source.

To display this statistics, the goals must be set initially. If you want to display not only goals but also money that is generated by social media conversions, assign a value in the goal settings.

Network Referrals

There are two charts in this tab: Sessions via Social Referral and All Sessions. And here, there are good and bad news.

Let’s start with the good one. In order to see conversions and the social media conversion growth trend, you do not need to set anything up. Google Analytics automatically calculates all data on traffic from Facebook, Twitter and Instagram. If your Instagram paid content is effective and is liked by the followers of your influencer, if it attracts “likes”, if it’s shared and brings you traffic, you will see rises on the chart.

The bad news is that this information may be inaccurate. If you use URL shortening services for social media analysis, for example, for Twitter influencer marketing, where you need to fit 140 characters, the conversion data will be displayed in the All Sessions chart. Not in Sessions via Social Referral.

What else useful can you take out of this tab? Add the New Users and Multi-session Users segments to get general information about the ratio of new and repeated visits. This will divide visits to your site into two main categories: new and repeated. While repeated visits reflect the effectiveness of your Instagram paid content and audience engagement, new visits show whether, indeed, by increasing coverage, you’re getting higher number of visits.

Landing Pages

There are at least two ways to track the amount of social media traffic to your site.

The first way is to configure UTM tags automatically through postponed posting application or through URL Builder.

The second method is convenient if you need to quickly see the number of social media traffic for a specific link. That’s what the Landing pages tab is for.

Clicking on the URL, you will see how the number of traffic for specific social networking sites is separated. Let’s say that 1,000 visitors came to you from Twitter and 100 from Instagram. That means your Twitter influencer marketing is more effective than your Instagram influencer marketing. This implies that you should find Instagram influencers that would be more suited to your brand and your target audience.

Conversions

We now move over to the most interesting and exponential indicator — conversions. When it comes to evaluating the effectiveness of social media influencer strategy, it’s necessary to take into account sales conversions and ROI. 

However, the whole point is that social media users in this are not always directly converted into buyers. And while search engines, email newsletters by subscribers and other channels bring instant result, social media increases brand awareness and ultimately attracts new users, but through other channels. This is called associated conversion.

In the Conversions tab, select Assisted vs. Last Interaction Analysis. And you will see data for each social networking site.

Assisted Conversions. Visitors came from social network at least once to your site, without having produced a conversion, but their subsequent visits from other sources led to the desired result.

Assisted Conversion Value. Let’s recall that the value of a goal can be set in the goal settings.

Last Click or Direct Conversions. The number of conversions shown by the channel, which is the very last interaction in the conversion path.

Last Click or Direct Conversion Value. Again, the question of setting the value of goals.

Assisted / Last Click or Direct Conversions. Comparing these indicators, you determine which social networks are ideal for maintaining relationships with your customers, and which ones are better for attracting new customers.

If the value in the last column is closer to 0, then the traffic from Instagram paid posts is converted into sales but does not force users to return to your product after a while, thereby affecting the associated conversion of the site. A figure close to 1 indicates a balance between Assisted Conversions and Direct Conversions. The higher it goes from 1, the higher the role of social networks as your auxiliary sources.

Social Users Flow

Having opened this tab, you’ll see the path taken by those who came from social networks to the site. Opinions on conversion paths have never been unambiguous. Here you can see how many visits are interrupted, how many visitors remained on the site and with what viewing depth, what percentage comes to the page that contains tariff plans, etc. Depending on the data received and your ultimate goals, you can find your weaknesses and upgrade the structure of the site. Similarly, you can assess your Facebook, Twitter, or Instagram influencer marketing campaign. For example, if most of the visitors coming from them look at one page and immediately leave, then you need to think about the relevance of your Facebook, Twitter and Instagram influencers.

Nevertheless, a huge disadvantage is that you can’t add information about conversions to this chart and, as a result, you can’t divide the total traffic into visitors and buyers. Thus, if you are optimizing behavior and overall traffic, relying only on the paths taken by users, you cannot say that you are optimizing your business and increasing sales.

Bottom Line

You can always refer to Google Analytics to assess the effectiveness of your influencer marketing and understand the popularity of social networks among your potential customers and.

Here, you can find statistics that show how social media play a role in attracting traffic specifically in your case. You can also see which social media conversions you have and how much money they generate for you.

 

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