Tracking social media and connecting it to sales continues to be a topic of interest for most web analysts. Determining the true value of social campaigns is tough because social channels may influence conversion and in most cases may not directly drive conversions. Social channels are awareness and engagement builders. Google Analytics offers few powerful reports to bridge the gap between social media and business metrics.
If you are a marketer using social media to promote your product/services or a brand manager using social campaigns to boost brand value, you may have key set of KPIs. You can use Google Analytics Advanced Segment to measure some of these KPIs. Here is a quick video on how to create advanced segments in GA.
For creating Advanced Segment for Facebook to see how it compares with Twitter and Google +, click Advanced Segment and then click “New Custom Segment.”
Name the segment as “Facebook,” after that start to include the following containing terms as sources.
There are two filters for Facebook, and they should be added using an OR statement.
To create a segment for tracking Twitter it is important to include twitter.com, t.co, hootsuite, tuitedeck and bit.ly as a source. Twitter clients may send traffic that will not get tagged as from t.co or twitter.com.
For creating Advanced Segments for other social media sites just do the same thing. Those 25 Advanced Segments and their reports are very powerful as they will help you get more insight about your visitors. You will also be able to see how and if there are any huge differences among them.
You can also create an Advanced Segment by containing the plus.url.google.com as the source. Once you create an Advanced Segment for Google+, you will be able to know whether the people are coming from the search engine or not and get the detail reports.
Digg.com advanced segment will allow you to compare the referrals from Digg.com and understand the news worthiness of your website. From this Advanced Segment of Digg, you will know how many visitors are coming from digg.com and other detail reports.
5. Y combinator:
If you are part of a startup looking to get funded through Y combinator, and have already launched, then you should have standard reports on the use of your service and your website. In this case with an Advanced Segment for in Google analytics can help you the reports of total page visits, unique visitors, and average duration in per page etc.
StumbleUpon can send you a very diverse range of traffic from all over the world. The traffic can come in burst, and you will see spikes of visitors or users followed by laws. If the community continues to “thumbs up” an article you will continue to receive traffic for months or years. There is no exact science to determines how many hits you will receive from stumble, and there are a number of key factors that are taken into consideration. Some are the number of thumbs up by other users, the number of subscribers you have, and the number of reviews and thumbs up your stumble profile has. For all this, creating an Advanced Segment for StumbleUpon can really help you with the detail reports of the visitors.
7. Blog sites:
For analysis, your success rate in blogging you can create an Advanced Segment for Blog sites and as the source you can add your most common blog sites such as
When you create an Advanced Segment for those blogging sites, Google Analytics will help you with detailed information about the number of visitors are coming from which blogging site and other related information when you need them.
8. Social Bookmarking Sites:
The advantage of keeping social bookmark traffic separate from other social sites is to measure the value of the traffic. Typically, social bookmarks drive traffic that may result in higher bounce rate as most of these users are looking for interesting content. Social networks are slowly replacing most social bookmarking sites as most of these networks now offer similar bookmarking features. Here is a list of popular bookmarking sites you may want to add to the Social Bookmarks advanced segment.
9. Forum Sites:
Forums referrals can be used to dissect the boost in traffic/sales from niche technical forums Forum advanced segment can include –
10. Article Marketing Sites:
Article/content marketing is a great way to establish your brand authority. Articles can be submitted to high-value sites like Mashable or directories that collect and publish a great number of articles that are written by people who want to promote their website. Creating an Advanced Segment for the article marketing sites will allow you to measure the best-performing article directories. As sources you can add the articles the following top article directories –
- Article Trader
11. QA sites:
Most of the people depend on answer sites for getting answers to their question in lieu of using search engines. Participating in these sites can be a good mix for your inbound marketing strategy. Here are a few QA sources
12. File Sharing Sites:
Most common file sharing sites are –
13. Photo Sharing Sites:
14. Video Sharing Sites:
If you create videos related to your product and services, then submitting them to video directories is a great way to generate additional traffic. For analyzing the traffics from the video sharing sites you can create an segments in Google Analytics. Some of the popular sources are
- Yahoo Video
15. Presentation and Document Sharing Sites:
There are several websites that cater to users who are interesting show casing their work online. Sites such as slideshare and docstoc are designed to upload and share documents.
Please share your thoughts, comments, tweets and feedback.