How To Set Up A Social Media Marketing Dashboard In Google Analytics
With relevant quantitative data, Google Analytics easily helps you identify which social media platforms drive the maximum, targeted traffic to your site. Also, it’s possible to find out how these social media users interact with your website.
In addition, setting up a Google Analytics dashboard to monitor and analyze your social media efforts helps you determine your social media ROI.
Here’s how you easily set up a social media marketing dashboard in Google Analytics:
Identify Your Social Media Goals & Objectives
S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Timely) goals are an essential component of any successful marketing activity. Before you jump in and start tracking and measuring your social media marketing efforts using Google Analytics, you need to identify and create S.M.A.R.T. social media goals and objectives.
But remember to align your social media marketing goals and objectives with your business’ broader marketing strategy. Let’s say your social media goal is to drive relevant, targeted traffic to your website. While that’s a good start, make it S.M.A.R.T. with a few tweaks:
“We will increase our monthly traffic from Twitter by 20% within the next four months.”
Then you’ll need to create strategies that help you achieve this objective in a timely fashion.
Based on the goal above, your first step might be to use a tool like Buzzsumo to find content in your industry that has already been highly shared on Twitter. Then create something similar on your own site and promote it on Twitter.
Essentially, your goals will inform your strategy as well as the metrics you track to measure success.
Set Your Google Analytics Tracking Code
Now that you have identified your social media goals and objectives, set up an analytics tracking code on your site. Your tracking code is what allows Google to analyze the traffic to your site so you can get quantitative, actionable data.
You can use Google Tag Manager to gather tracking data. Or you can directly set up an analytics tracking code on your website. We’ll show you how to do both.
How to Install Google Analytics With Google Tag Manager
Using Google Tag Manager is perhaps the easiest way to collect actionable data to prove your social media marketing ROI. In fact, Google recommends using Tag Manager as it streamlines tag management on your website. This makes it easier for you to add other tags including AdWords Conversion Tracking and remarketing tags. SEO Company in London visit Vivid SEO
Here’s how to add Google Analytics through Google Tag manager:
1. Set up a Tag Manager Container code and add it on your website.
2. Select “Tags,” then select “New,” and then select “Universal Analytics” tag type in the Google Tag Manager.
3. Configure your tag:
A. Name your Tag
B. Add Google Analytics property ID
C. Select Track Type according to your objectives and goals
4. Select firing triggers. Then select “All Pages” to gather data for each page of your website.
5.Choose “Create Tag.”
6. Now simply publish the tag.
Check out this article from Moz for more details on getting started with Google Tag Manager.
How to Add Google Analytics Tracking Code Directly to Your Site
Here’s how to add Google Analytics to your website:
A. Log in to your Google Analytics account, click on “Admin.” Now select your website property from account and property columns. Now click on “Tracking Info” and then on “Tracking Code.”
B. Simply copy the snippet. Remember, you can use only one tracking code for one website.
C. Now paste this snippet onto each page you’re looking to monitor and track. Remember to paste the snippet before the closing </head> tag.
Add Social Media Goals in Google Analytics
Now that you have set up a Google Analytics tracking code for your website, it’s time to add your social media goals to your Google Analytics Dashboard. Some of the most common goals are traffic, downloads, dwell time and page views.
You can add your social media goals by logging into your Google Analytics account and clicking on the “Admin” tab. Then Click on “View” and click “Goals” and “New Goal.”
Let’s assume that your goal is to track total newsletter subscriptions.
In that case, here’s what you need to do:
A. Go to “Goal Setup” and add a template of your choice. However, I suggest you use the “Custom” template.
B. Within the “Goal Description,” name your social media goal. For this case, it would be email subscriptions.
C. In the “Goal Details” field, select the landing page or the destination for tracking and measuring your goal. Here, fill in the URL of your landing page without the domain name.
That’s it. You’re done!
Now save your social media goals, and it will start tracking and analyzing traffic to your selected landing page.