Advanced Twitter Analysis in Google Analytics

 

Imagine you can tie every twitter click, tweet and follower to sales and conversions.

Well this is what I am going to do in this post. In the next few minutes I will show you, how to determine the twitter followers which send maximum conversions and orders to your website.

I will tell you how to calculate the economic value of each and every twitter click and tweet of your shared contents.

Such insight can help you greatly in determining your most valuable twitter followers and tweets. These are the followers you must engage with because they send conversions and help in improving your business bottomline.

There are two tools to get this insight. One is a chrome plugin called ‘Campalyst’ and the other is a custom report which can tie twitter tweets, clicks and follows to sales and conversions.

 

Tying Twitter followers/users to Sales and Conversions

Campalyst Tweet Lookup Chrome Plugin replaces t.co referrals with actual tweets in Google Analytics reports.

You can see these twitter referrals by going to ‘Referral Traffic’ report in Google Analytics and then clicking on the ‘t.co’ (twitters’ own URL shortner):

tying-twitter-followers

Now the problem with these twitter referrals is that they are all useless. You can’t take any action on the basis of such insight.

Campalyst plugin replaces these meaningless twitter referrals with actual tweets:

tying-twitter-followers2

So now you are basically getting improved ‘referral paths’ for twitter. Once you have these new ‘referral paths’, you can create a custom report which includes only twitter traffic and which ties the actual tweets with sales, conversions and other important metrics:

tying-twitter-followers3

From the report above you can determine your most valuable twitter followers who send maximum traffic and conversions to your website. You can get details like twitter handle, day and time of the tweet etc.

You can also tie twitter followers to metrics like conversions and conversion rate. This report is for a non-ecommerce website, that’s why revenue and ecommerce conversion rate columns are all zero.

In case of e-commerce website, you can also determine revenue and metric like e-commerce conversion rate.

Click here to install this custom report in your Google Analytics account.

Note: You will see the actual tweets in this custom report only when you have already installed the Campalyst plugin. Also remember that the free version of this tool only shows referring tweets for the last 5 days. The paid version which cost $5/month does not have this limitation.

 

Measuring the impact of Twitter clicks, tweets, and follows on Sales and Conversions

Create a custom report with following specifications:

1. Primary Dimension: Social Source and Action

2. Metrics: visits, goal completions, revenue, goal conversion rate, e-commerce conversion rate, pageviews, avg. visit duration, bounce rate, pages/visit and unique social actions.

Once you have created your custom report, it will look like this:

twitter-clicks-impact

From the report above you can see the performance of twitter clicks, tweets and twitter follows. You can also determine the impact of other social network actions like Google +1 on the business bottomline.

This report is for a non-ecommerce website, that’s why revenue and e-commerce conversion rate columns are all zero. But you can see these metrics if your website is e-commerce.

Note: You need to add extra bit of code to track social actions like twitter follows etc. Check this post for more details: Google Analytics Social Tracking – Twitter, Facebook, Google Plus & Linkedin

 

There is one caveat here: Privacy Issues.

If you work in a company/country where user privacy is a big concern then you may need to update your privacy policy or get written consent from users or both before you tie twitter followers/users to sales and conversions.

Other Posts you may find useful:


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Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses in finding and fixing their Google Analytics and conversion issues.
  • More than ten years' experience in SEO, PPC and web analytics
  • Certified web analyst (master level) from MarketMotive.com
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com
I am also the author of the book Maths and Stats for Web Analytics and Conversion Optimization If you have any questions or comments please contact me