Measuring Social ROI With Google Analytics

@AlanMorte - @ThreeVenturesamorte@threeventures.com

Why Use Google Analytics?

Use Google Analytics Because…• It’s Mature• Acquisition, Behavior, & Conversion Data• Tools Like Multi-Channel Funnels &

Attribution

How Do I Start?

By Focusing On Three Things…• URL Tagging (Google URL Builder)• Upload Cost Data• Using A Custom Report

What’s URL Tagging?

Adding Campaign Parameters To URLs…•Where Traffic Comes From, What Was

Clicked On, & From What Campaign• All Recorded In Google Analytics•Major Role In Measuring Social ROI

A Tagged URL Looks Like This…• https://example.com/?

utm_source=facebook&utm_medium=social&utm_content=red%2Bwidgets%2Bnewsfeed&utm_campaign=black%2Bfriday%2Bsale

Traffic That Comes From These…

Now Comes From This…

How Do I Import Cost?

Using The Data Import Feature…• Associates Cost Data With Ads & Campaigns•Matches Cost Using Tagging Parameters

(CSV)

• In The Google Analytics Interface (No API!)

Here’s The Process…

• Hi Google Analytics, for traffic from these tags: source=facebook, medium=social, content=red widgets newsfeed campaign=black friday sale• Associate this cost (From CSV file)...• Then Calculate ROI & ROAS for traffic

from them.

What About Measuring?

Use A Custom Report…

•Measure & Report on ROI / ROAS • Growth Hack•Multi-Dimensional

What’s Multi-Dimensional?

A Reporting Feature That Makes Things Easy…• ROI By Social Channel, Campaign, & Ad• All In One Report• Simple

Includes Your Social Channels…

If You Click On Google Plus…

If You Click On A Campaign…

Alan, I Need Specifics!

Simple How To Posts

• URL Tagging – threev.co/TaggingHowTo• Data Import Feature - threev.co/DataImport• Custom Report - threev.co/GACustomReport

Thank You! @AlanMorte - @ThreeVentures

amorte@threeventures.com