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How to Measure Your Google+ Success: A Cheat Sheet

How do you measure the effectiveness of your Google+ business page tactics? Start with these five approaches and use this cheat sheet to track your success.

measuring google+

One important aspect of managing and building a Google+ page is accurately measuring your activity on the social network to understand which efforts actually drive results for your business.

There isn’t one grand metric that will determine if all of your Google+ activity is worthwhile, but instead your business must take into consideration a variety of metrics focused on five distinct areas.

Google Analytics can help your business measure many of these metrics directly from the Social Data Hub report, while others can be aggregated from other tools or pulled together manually.

Focus on the following five key areas to measure your Google+ page activity.

1. Channel Engagement

One important area of focus is channel engagement, which encompasses the interactions your audience has with your business and its content on Google+. The metrics to best define whether you’re engaging your audiences effectively are the number of shares, comments, clicks and +1’s your content receives.

DVF_Google__Post

These metrics need to increase over time to continue to spread awareness about your business on the network, as well as generate conversations around the content you’re sharing on Google+ daily. To further develop your engagement, listen to the insights from your audience when they do comment and share and continue to provide them content that they react to.

2. Platform Reach

The reach of your content on Google+ is important because it can help ensure your content reaches more relevant users on the social network to spur engagement, referral traffic and more. To accurately measure the reach of your Google+ page, take into consideration the number of circles your page is in, the relationships you’ve established with influencers on the platform and your involvement in various Google+ communities.

Google+ Community Engagement

These three metrics will help determine what kind of reach your business can hope to achieve over time on Google+. To further develop your reach on Google+, forge relationships with relevant influencers who will eventually join in on the conversations you’re having with your audience and share your content with their own audience. Also, be sure to join, start and participate in relevant Google+ communities to help impact the reach of your messaging.

3. Quality Score

One of the most important areas of measurement to focus on is quality because without maintaining a certain level of quality, your engagement or reach can be useless. If the engagement on your Google+ content is too spammy or your reach is made up of the wrong type of people, then these other key areas of measurement can be less valuable. To best understand the quality of the activity on your Google+ page, it’s important to measure how relevant the leads generated from the social network are for your business.

Time on Site

Another indication of the quality of your audience can be determined by the depth of the conversations occurring on your page, the length of time referral traffic spends on your website when coming from Google+ and how long your content is actively engaged with, clicked on and discussed on the network. To increase the quality of your audience and their interactions with your Google+ page, regularly analyze if your content is matched with the interests of your audiences to ensure the most relevant users are interacting with your business.

4. Sales

Determine whether Google+ is leading to sales in the long-term through ongoing dialogue and strengthened relationships with your customers. Analyze the amount of quality leads that have entered your sales pipeline after interacting with your business on Google+. Compare the activity of your referral traffic on Google+ from other sources to best understand if this traffic is converting to an increase in sales over time.

Assisted Conversions

To increase sales for your business from Google+, provide value through content and conversations for the long-term to help assist in converting your audience into paying customers. By continually providing value to your customers on Google+, you’ll be able to strengthen your relationship with them and build their trust in your products and services.

5. Competitive Analysis

To better inform your company’s strategy on Google+, continually analyze the engagement your competitors in and out of your industry are seeing on their content, the types of content that resonate best with their audiences and the reach they’ve been able to achieve with circles, influencers and their participation in communities.

Google+ Competitors

These metrics will help your company better serve your Google+ audience by staying away from content that didn’t work for your competitors and experimenting with different forms of content that did work for other companies on Google+.

Cheat Sheet

Here’s a cheat sheet for quick reference on the five key areas of metrics your business should pay attention to on Google+.

Measurement Type

Metric #1

Metric #2

Metric #3

Channel Engagements

Comments

Shares

+1’s

Platform Reach

Numbers of Circles Included in

Influencer Relations

Community Participation

Quality Score

Lifespan of Content

Conversation Depth

Time on Site

Sales

Lead Generation

Increased Referral Traffic

Revenue Generated

Competitive Analysis

Engagement

Reach

Content Effectiveness

 

How is your business measuring success on Google+? What combinations of metrics have you found to be the most effective at showing your Google+ progress?

  • http://www.alivebits.com/ Navdeep Singh

    Brian, you have mentioned the metrics however you haven’t mentioned any ways to measure them

    • http://www.brianhonigman.com/ Brian Honigman

      Hi Navdeep, in the beginning I said “Google Analytics can help your business measure many of these metrics directly from the Social Data Hub report, while others can be aggregated from other tools or pulled together manually.”

      I hope that’s what you’re looking for.