If you want to have a successful, well-rounded online marketing strategy that includes content, local, social, and SEO, then you will need to have a plan in place to measure the results of those campaigns. Fortunately, you can use some advanced features in Google Analytics to analyze the data you need to determine which strategies are working and which ones do not. Here are some ways to use Google Analytics to measure specific types of marketing campaigns including guest blogging, social media marketing, and more.
Advanced Segments in Google Analytics
Want to know which online marketing campaigns bring the most traffic and conversions to your website? Then Advanced Segments in Google Analytics is your solution. You can find the Advanced Segments option above your Google Analytics Explorer.
To create a new Advanced Segment, click the +New Custom Segment button. To measure your online marketing campaigns, you will set up each Advanced Segment for particular types of campaigns. For example, if you are using article marketing as a strategy, you will set up an Advanced Segment named Article Marketing and add the domains of top networks you submit articles to as a Source.
To view your Advanced Segment, check the box next to your Article Marketing segment and click the Apply button.
You will then see all of your data based on traffic from article networks.
You can use this approach to measure traffic from lots of different campaigns. Here are some ideas – just modify the domains to the websites and strategies that you use. You can have up to 20 websites in each Advanced Segment.
You may also want to use Advanced Segments to measure traffic from link building opportunities that you pursued, directories, inforgraphics sites, websites you have purchased advertising from, forums and Q&A networks you participate upon, and any other online marketing strategy you choose. You can compare these different marketing strategies by selecting multiple Advanced Segments (up to four) to view at a time.
Note that you can also compare more than just traffic when it comes to your online marketing strategies. If you have goals set up in Google Analytics, you can use your Advanced Segments to view which marketing strategies result in conversions on your website.
This can be especially helpful in determining what strategies directly affect your bottom line.
There’s two ways to measure your social media efforts in Google Analytics – using Advanced Segments as outlined above or the social reporting data under Traffic Sources.
With goals set up, you can see the number of conversions from social media visitors from the social reporting overview screen. If you don’t have goals set up, you can still learn which major social networks are driving traffic to your website.
Note that Google Analytics tracks major networks as shown above plus others such as Quora, Diigo, Instapaper, Squidoo, and Disqus. If you want to track niche social networks or just the major networks, you may want to try Advanced Segments.
If you are curious what content does the best on particular social networks, just click on the network under the Network Referrers section. You will then see which pages on your website receives the most traffic from those networks.
You can also go to Landing Pages under the social reporting section to see which pages on your website receive the most traffic from social networks. Click on these pages to then see which networks sent the traffic to them.
Last, but not least, you can see the number of social interactions visitors on your website make with the Google +1 button under Social Plugins.
If you want to see interactions with the Facebook Like, Twitter Retweet, or other social sharing button, you will need to install special code as outlined in the Google Analytics Help Center for non-Google social interactions.
Between Advanced Segments and diving into the social reporting features, you should be able to learn which online marketing strategies are working the best at bringing traffic (and conversions) to your website and business.
What other Google Analytics features do you use to measure your online marketing? Please share in the comments.