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.

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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:

 

What is the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Digital Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

You can sign up for the free training here: https://learn.optimizesmart.com/registration-web-class

I truly hope you find it helpful.  

My best selling books on Digital Analytics and Conversion Optimization

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.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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