July 22, 2017

The Best Google Analytics Metrics for Social Media Professionals

Special Guest: Adam Singer

Adam Singer, Analytics Advocate at Google, joins the Social Pros Podcast this week to discuss what it’s like working for Google Analytics, measuring macro versus micro conversions for social media, and the importance for every business and professional of measuring success.

Creating a Measurement Plan

Adam is part of the education team at Google. They produce the in-product help videos and theMassive Open Online Courses (MOOCs). Basically, their goal is to make everyone smarter withanalytics and data. They are “amplifying what people are saying in the industry from a tips, best practices standpoint.” And then also getting new products in front of users. Adam also writes amonthly column on analytics for ClickZ.

For Adam, one of the most important things anyone can do is to track your own successes. This is because the business world has gone from “tell me” to “show me.”

No longer is it enough to say, “I was a copywriter for Proctor & Gamble.” What does that mean? Instead, you need to say something concrete like, “I wrote this landing page and AB tested this copy, and I generated a 12% conversion rate.”

traffic1 The Best Google Analytics Metrics for Social Media Professionals

via Adam Singer and The Future Buzz

Whether you’re in sales, marketing, or product management, you can and should keep track of your success. “It doesn’t have to be anything too complex. You can build it in a Google doc, and you could trend over time your amount of work in certain things, and then tie that to outcomes.” That will allow you to show your success with specifics, rather than just listing off job titles.

Don’t just measure Facebook “likes” and retweets. “Even if social only contributes to the upper funnel, via tools like multi-channel funnels that we have in Analytics, you can still show how that actually attributed to a conversion a little bit later down.” Tie these numbers to outcomes.

“If you’re in the business world,” Adam says, “and you’re not speaking the language of data fluently, now is a great time to start”

Social Media Number of the Week: 230 Million

Omnicon Media Group is reportedly paying Twitter $230 million over the next two years for first access to new opportunities developed by the social network. The deal will also lock in ad rates and inventory access for Omnicom agencies.

Publicis struck a similar deal with Facebook and Instagram last month. So some of the big advertising holding companies are putting money upfront to gain access to better inventory and insights.

This may help avoid the “race to the bottom” where advertisers pack our feeds and could actually make the experiences on these networks better for everyone. We will keep an eye on these types of deals going forward and see how they play out over the terms of the contracts.

Holy Social

Last year, Nike created a PHOTOiD site that allowed users to customize shoes based on the colors of their favorite Instagram photo. This year, Adidas is taking that a step further by creating an app that will let users print an actual Instagram photo on their new sneakers.

140520162904 adidas custom sneakers story top The Best Google Analytics Metrics for Social Media Professionals

via CNN

We’ve been seeing an increase in the one-off apps that combine personalization and social because this type of app also gets more user-generated content for Adidas. These campaigns are mostly targeted at millennials, who seem to love hyper-personalization.

This also reflects the trends of single-purpose apps. Google and Facebook have built entire empires on the fact that each app can solve a single problem. More and more, we’ll see these single-purpose, highly functional and targeted apps.

About Jay Baer 20 Articles
Jay Baer is a tequila-loving, hype-free social media strategy consultant and coach. An online marketing pro since 1994, he's worked with more than 700 companies, and 25 of the Fortune 1000. He's one of the world's most popular social media bloggers, creator of the 8-step Social Media Strategic Planning Process, and the Twitter 20 series of live Twitter interviews. He spreads his "think tools last, not first" message around the country like a digital dandelion, speaking to conferences, small groups, or passers-by. Check out his blog at Convince&Convert.