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.
Get the E-Book (37 Pages)
Get the E-Book (104 Pages)
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):
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:
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:
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:
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:
Do you want to Learn and Master Web Analytics in 8 Weeks?
I get dozens of emails every week from people asking for career advice in web analytics.
The questions range from ‘where do I start?’, ‘which books should I read?’, ‘how do I prepare for GAIQ?’ to how do I become a good analyst?
So I thought why not dedicate a whole video on answering these burning questions.
Here is what we are going to cover, in the next few minutes, in this video lesson:
#1 Who am I? What’s my story and why you should listen to me?
#2 The number 1 reason, why most marketers and business owners are not able to scale their advertising and maximize sales for themselves and/or for their clients.
#3 How in just couple of years, I went from a complete novice in web analytics to the author of three best selling books on web analytics? And how you can achieve the same transformation in your career and that too in much shorter time frame.
#4 What is the difference between web analytics and 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.
Get the E-Book (37 Pages)
Get the E-Book (104 Pages)
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):
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:
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:
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:
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:
Take your analytics knowledge to the next level. Check out my best selling books on Amazon
Attribution Modelling in Google Ads and Facebook NEW
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. Learn how to leverage the knowledge of attribution modelling, understand the customer purchasing journey and determine the most effective marketing channels for investment.
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Himanshu Sharma
Certified web analyst and founder of OptimizeSmart.com
