Using Google Analytics to Track Social Media ROI

Justin Cofield Digital Strategist

CUTCO/Vector Marketing Corp

Brett Duncan Vice President,

Global Marketing Mannatech, Inc.

Dan Murphy Managing Principal

Luce Murphy Fong & Associates

Jennifer Fong Managing Principal

Luce Murphy Fong & Associates

Today’s Topics

• Metrics that are important to the executive team - Dan

• How to set up Google Analytics and create Tracking Links – Jen

• Tracking sales goals using Google Analytics – Brett

• Tracking leads using Google Analytics – Justin

• Reporting on your online efforts - Jen

Metrics Our Executives Care About

• New Recruits

• Activity of each new recruit

• Average purchase occasion of each customer

• Number of attending guests

• Average party size, or order size

• Fast start success

• Time to advance to leadership

• Retention of new recruits

• Retention of new leaders

• Average number of paid as leaders each month

Preceding all of these metrics are leads

• Leads can be converted to all of the previous metrics when that person is engaged

• The most important thing you do online is generate and track leads

Offline Leads: • Someone you meet at the

store • Your child’s friend’s parent • Etc.

Online Leads: • Social networking

contacts • Newsletter

subscribers • Website visitors

What We Haven’t Measured Well

• Lead generation – How many leads come in and from where, to the

individual distributor or to the Company – Ads, Social networks, traditional PR campaigns

• Lead conversion – We usually know who got the lead (if the company

distributes it) – But what did they do with it? – Did that lead become a customer, hostess, or

consultant? – Measurement of the total life value of a lead

Important Lead Generation Metrics

• Where did the lead come from?

• Who got the lead?

• How fast did they act on the lead?

• Reporting back on the outcome of the interaction related to the lead

• Classification of the outcome – Enrollment

– Purchase

– Host

• Ongoing follow-up with the value of the lead and from what source is what leads to the ROI of the lead generation program

Lead Management Model

Lead Hostess

Customer

Consultant Leader 23%

8%

20%

7%

10% 10%

Identifying Online Goals

Macro Goal: A primary business goal for your website, such as a sale or a recruit.

Micro Goal: A secondary goal for your website that may lead to a primary goal, such as a video view or newsletter sign-up.

Setting Up a Goal

Tracking a Campaign – Start with Goals

Campaign: Winter Sale Macro Goal: Sales Micro Goal: Newsletter Subscription

Campaign: Founder Road Trip Macro Goal: Recruiting Enrollment Micro Goal: Watch Opportunity Video

Campaign: Contest Macro Goal: Party Hosting Request Micro Goal: Review Hostess Rewards

Create Custom Landing Pages & Thank You Pages

It’s important to have a separate thank you page on your website for each form, so you can track goal completion.

Create Tracking URLs Google URL Builder (Google it!)

1. Website URL: Your Campaign Landing Page

2. Campaign Source: Where your campaign happens (i.e. FB, newsletter, etc.)

3. Campaign Medium: Tool you’re using within the source (post, CPC, etc.)

4. Campaign Name: Helps you identify campaign stats in Analytics

Tracking URL

http://www.jenfongspeaks.com/sign-up-for-jennifers-e-newsletter/?utm_source=facebook &utm_medium=page_post&utm_campaign=newsletter%20sign%20up

NOTE: You can build a URL without the URL builder. Just use this same format.

Link above, shortened and in use:

Tracking Your Campaign

http://www.jenfongspeaks.com/sign-up-for-jennifers-e-newsletter/?utm_source=facebook&utm_medium=page_post&utm_campaign=newsletter%20sign%20up

Viewing by Campaign and Medium

http://www.jenfongspeaks.com/sign-up-for-jennifers-e-newsletter/?utm_source=facebook&utm_medium=page_post&utm_campaign=newsletter%20sign%20up

Where Are Your Orders Coming From?

Using Facebook for Field Promotions

Using Facebook for Field Promotions

• As high as a 60% bump in units sold

• Measure more than sales directly from Facebook.

• Target your fans specifically.

• Tightly control your budget

Other Areas to Incorporate Google Analytics

• Country launches: Geographic Traffic

• Resource Effectiveness: Downloads

• System Updates

Make Sure People Know What They’re Talking About

Using URL Shorteners to Cut Corners

Using URL Shorteners to Cut Corners

• Use Goo.gl or Bit.ly

2 Top of Mind Questions for Marketing Leaders

• What value does my company’s website (and replicated sites) add throughout the recruiting process?

• How good is my company’s website (and replicated sites) at converting visitors into leads?

Landing Page Conversions

VectorMarketing.com Stats

• Entered Recruiting Funnel: 11,785

• Leads Generated: 6,256

• 7.2% of site unique visitors entered the recruiting funnel

• 53% of those converted into leads to recruit

• 3.8% of site unique visitors converted into leads recruit

2 Top of Mind Questions for Marketing Leaders

• What value does my company’s website (and replicated sites) add throughout the recruiting process?

• How good is my company’s website (and replicated sites) at converting visitors into leads?

• Google Analytics can help you find the answers to these questions, and then empowers you to measure the effectiveness of changes you make to your site and how those changes effect your lead conversion.

Slides and Handouts

• This presentation

• A template for designing your own reporting

http://jenfongspeaks.com/measure