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 content. 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 bottom line.

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

The 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 shortener):

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 the case of ecommerce websites, you can also determine revenue and metric like ecommerce 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 costs $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 the following specifications:

1. Primary Dimension: Social Source and Action

2. Metrics: visits, goal completions, revenue, goal conversion rate, ecommerce 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 ecommerce conversion rate columns are all zero. But you can see these metrics if your website is ecommerce.

Note: You need to add an 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:

• 9 point Checklist for conducting Social Media Strategy Audit
• How to select the best Excel Charts for your Data Analysis & Reporting
• Beginners Guide to Universal Analytics – Creating Custom Dimensions & Metrics