Whether your are a b2b or a b2c company, what you desire is to create a bridge between your social communities and your website. You want to know to what extent Social Media impacts your Business. Maybe one of your posts on Facebook generated a lot of interactions, but it didn’t bring you traffic. How can you measure this traffic?
Let’s take the example of a website link that your are posting on your Facebook page:
Here are some steps to follow in order for you to make sure that your are tracking correctly in Google Analytics the traffic generated by this post.
#1 Create your post (organic traffic) :
Before publishing your link on Facebook you have to modify it.
Choose the link you want to post and modify it by integrating utm parameters into it. This will allow you to precisely measure through Google Analytics the visits you will receive on your website thanks to this post.
Indeed, when somebody clicks on a link integrating utm parameters, the different tags are directly sent to Google Analytics.
How can you integrate those parameters? you just have to use the Google url Builder: paste the url of your page then choose the source of your campaign (“Facebook”), the medium (“organic”), and the campaign name (in this case we chose “lead_generation_3″).
The new link generated will be the one that you will use in your Facebook post :
Don’t forget afterwards to suppress the link from the content tab, it is really important if you want to promote your post. Your link will still be active through the image that is located just below.
#2 Promote your post (paid traffic) :
You want to promote this specific post that you just published but keep the possibility to separately track the number of organic and paid visits generated?
Don’t use the “Boost” button located just below your post but instead, go into the facebook ads management page (or the Facebook Power Editor if you are an advanced user) and choose the Page Post engagement option:
Select your post. You have now to modify the url tags in Facebook advanced options. Those urls will replace the utm parameters that you chose for your organic post.
How can you generate those new url tags? Use the Google url builder and fill the following sections: facebook for source, paid for medium and lead_generation_3 as a campaign name.
Copy the second part of the url (after the question mark) and paste it into the advanced options as we did below.
You can than choose the advertising options that best fit your business and, thanks to this tracking, you will have a clear view on the visits generated by this particular advertising campaign. When promoted, the url you filled into the advanced options will takeover the advanced one.
#3 Analyze the results
You can find a trace of this data in Google Analytics in the campaign section:
You will have access to the number of visits generated from your campaign and have the ability to filter with the medium of your choice (paid or organic).
This data helps you measuring your paid and organic performances but also compare the types of formats and contents that work best.
And Twitter ?
Implementing a similar kind of organic tracking on Twitter using the Google Url Builder is possible. Nevertheless, you don’t have today the ability to track the results of your paid actions.
We will come back very soon on the options that you have on Twitter.