Social Media Engagement Using

Google Analytics

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It is easier to create and optimize your social media marketing strategy if you have ample user data in hand and Google Analytics helps you access that data without having to run from pillar to post. Google Analytics helps you to create, optimize, and improve your social media marketing strategies, by putting Google Analytics knowledge into practice and get set to boost your social traffic, sales and conversions.

Whatever your business is whomever your customers are adding social media to your marketing mix can take your business/brand to the next level. Do you know Social media spend by marketers would increase by 71% in the next five years? Today 42.3% of marketers believe that social media has a great influence on their businesses. But here’s one vicious truth about social media marketing: a large number of brands are unable to effectively measure the impact of their social media marketing efforts.

In fact, the CMO survey 2018 claimed that social media marketing is done by 23.3% of marketers only. So the question here arises how do marketers measure the impact of their social media marketing strategies? And is it possible to do so without paying for marketing tools and resources?


The answer is simple. Yes. It just takes the power of using Google Analytics.


Setting Social Media marketing dashboard in google analytics

Google Analytics easily helps you to identify which social media platforms drive the maximum, targeted traffic to your site. It’s also possible to find out how these social media users interact with your website. Google Analytics Dashboard is set up to monitor analyze Business Social media efforts thus helping you to find out your SOCIAL MEDIA ROI.

Identify Your Social Media Goals & Objectives
To make any marketing activity successful one need to identify and should have SMART goals. SMART stands for:
S: Specific
M: Measurable
A: Achievable

R: Relevant
T: Timely
These goals will help you in tracking and measuring social media marketing efforts using Google


Set Your Google Analytics Tracking Code
Once you have recognized your social media goals and objectives you should set up an analytics tracking code on your site. Your tracking code will allow Google to analyze the traffic to your site so that you can get quantitative data to perform further actions one can use Google tag manager to gather tracking data or you can directly track code on your website.


Installing Google Analytics with Google Tag Manager

Using Google Tag Manager is perhaps the easiest way to collect data to prove your social media marketing ROI. In fact, Google recommends using Tag Manager as it updates tag management on
your website. Google tag manager makes easy to add other tags including AdWords Conversion Tracking and remarketing tags.


Adding Google Analytics through Google Tag Manager:
1. Name your Tag
2. Add Google Analytics property ID
3. Select Track Type according to your objectives and goals
2. Select firing triggers. And select “All Pages” to gather data for each page of your website.
3. Choose “Create Tag.”
4. Now simply publish the tag.


Interpreting Social Media Data in Google Analytics
After setting up a Google Analytics dashboard, now it’s time to start observing the impact of
your social media marketing efforts with the reports of social analytics from Google
Analytics. These reports can be easily accessed by clicking on the “Reporting” tab, then on
“Acquisition” and then “Social.”

Now the Question here arise which social analytics reports one should examine to study the
effectiveness of your social media marketing? I highly recommend you integrate you
Google Analytics with platforms like Sabermetrics to simplify the process of analyzing your
GA data. The GA data can be linked with Facebook, Twitter, and other social media platforms
too. This platform easily pulls all of the Google Analytics metrics that you need for
monitoring your performance. From this single dashboard, one would be able to keep track of
everything like impressions, clicks, conversions, CTR, revenue per click, etc.


Thus social media engagement can be measured using Google Analytics and thus helping social media marketers to find the appropriate reports quickly and easily in it to help measure their efforts.
By using the information stated above Google analytics reports will give you the confidence to continue investing in social media.