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Google+ Marketing: How to Analyze Conversions by Social Media Channel

Google Analytics offers a section to web marketers where you can study conversions. Everything you do on Google+ and other social networks should be centered on converting visitors to customers — using methods like the following (for openers):

  • Turn a post on Google+ or Facebook or Twitter into sales by purchasing your products or clicking ads.

  • Get people to click an ad.

  • Entice visitors to visit a particular page on your website.

  • Invite your visitors (with a call to action) to click a link.

You can track all these events on Google Analytics — and you can link them to social network activity.

First, you’ll want to go to the Conversions section of Google Analytics. To get there:

  1. Go to your Google Analytics web page and be sure to log in→Your site name.

    Google Analytics opens.

  2. Click Traffic Sources→Social→Conversions.

    You’re presented with a page that shows you how well different social channels are converting visitors to customers on your website. Before this page can work effectively, you have to define exactly what you think constitutes a conversion — and attach a value to that goal. The next step shows how you set up a goal in Google Analytics.

  3. Click the Admin tab in the orange bar at the top right of the Google Analytics page.

    The Admin tab offers you all kinds of advanced stuff you can do with your website.

  4. Click the Goals tab.

    Options appear for adding and modifying conversion goals for your website.

  5. Click +Goal to add a new conversion goal for your site (you can also group these under goal sets).

    A form appears, allowing you to customize your goal to your liking.

  6. Fill out the form, specifying the steps that lead to the goals you want to achieve.

    Clicking URL Destination, for instance, will open a form that allows you to specify a URL that you want all your visitors to visit. When visitors visit the URL, any conversion is tracked. You can also do this with visit durations (marking a conversion when people have been on the site for over a certain time), as well as the number of pages per visit.

  7. Fill out the form, name your goal, and click Save.

    After you click Save, Google Analytics starts tracking the conversion goals you’ve set up.

    The useful and free AdSense Tracker can be used with a URL Destination goal to track when visitors click AdSense ads if you’re displaying Google AdSense ads on your website. Get instructions here.

When you have some goals set up, you can start tracking conversions from social channels — and the report you get back is quite simple. It shows you how many conversions you’ve had over your specified time frame, which social networks have led to those conversions, and how much money you made from the conversions that came to you via social networking channels. Pretty powerful stuff, isn’t it?

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