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How to Track Your Social Media ROI in Google Analytics

By Eric Leuenberger 5 Comments

E-Commerce retailers using Google Analytics to track their metrics can now also track their social media ROI as well. I’m going to explain how in five easy steps.

Step 1. Locate and select Advanced Segments from the lower left sidebar in your Google Analytics Dashboard.

AdvancedSegments

Step 2. Once in the Advanced Segment screen, select Create a new custom segment

Google Custom Advanced Segments

Step 3. Move Source into the Dimension or Metric Window

Google Analytics demension metric

Step 4. Select “Matches Regular Expression” from the Conditions Box. In the Value Box, plug in the social networking sites your website is on using this string:

digg|aim|friendfeed|blinklist|fark|furl|wikipedia|stumbleupon|netvibes|bloglines|linkedin|facebook|del.icio.us|
feedburner|twitter|technorati|faves.com|newsgator|PRweb|msplinks|myspace|bit.ly|tr.im|cli.gs|zi.ma|poprl|tinyurl

Do not include websites or networks you are not a part of. You’ll also want to be sure you do not leave any spaces between the social network and the Pipe stroke  <|> (the symbol above the backslash on most keyboards). In instances where there is typically a period or dot in the URL, you’ll need to insert a backslash the first and second elements of the URL.
Social Media ROI Google

Step 5. Name your Custom Report and test it. You will now be able to see where you are receiving the most social media traffic from as well as your bounce rate, keywords used and any other metrics you decide to track.

Related posts:

  1. Should you hire a social media consultant for your e-commerce site?
  2. Social Media Links
  3. How to Track MSN Paid Search in Google Analytics
  4. Using Google Analytics to Track Email Campaigns

Filed Under: Social Media, Website Analytics Tagged With: advanced segments, custom segments, demension metrics, social media roi tracking, tracking social media with google analytics

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About Eric Leuenberger

Ecommerce conversion marketing expert who has been helping store owners since 1995 increase sales and build more profitable, more sustainable ecommerce businesses.

Comments

  1. Andy says

    February 12, 2010 at 4:56 pm

    Great tips on measuring traffic from social media sources. Word-of-mouth is one of the strongest sales leads, but also notoriously vague in measuring. This tip helps segment these sources well.

    For merchants interested in leveraging Facebook in particular to increase sales from social networks, my team can set up a store for you in a matter of minutes. We’re introducing our beta program, only for merchants looking to gain an edge over competitors. Find out more here: http://bit.ly/2Ix1Rz

    Andy

    Reply
  2. stag weekend says

    February 25, 2010 at 6:03 am

    You can also link your Google Adsense account to your Google Analytics account and receive reports on Adsense performance in knol!

    Reply
  3. Avangelist says

    March 5, 2010 at 1:55 pm

    you can see what channels are giving you most traffic, but this doesn’t help you monetise those channels.

    Reply
    • Eric says

      March 5, 2010 at 2:11 pm

      Finding out where you are making or losing money is just a matter of now looking into your Google Analytics and developing the proper report based on the data gathered. You can’t do that however without first segmenting traffic which is what this post demonstrates how to do.

      Reply

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