Facebook has proven itself to be a powerful tool in driving traffic and referrals to your website and its content. While the actual traffic is the most valuable asset of Facebook marketing, the data pulled from those campaigns are just as important. Tracking your Facebook and Adwords campaigns in Google Analytics gauges reaction to your Facebook posts and ads, beyond the typical insights’ comments, likes and shares.
Here is a guide on how to track your Facebook engagement:
Setup and Tracking
Sign into your Google Analytics account, choose admin panel and select the account you’re setting goals for. Next, click on “goals” in the view column. You then have the choice to use template goals or custom goals. Custom goals can be more personalized to your approach. The four custom goals include destination, duration, pages/screens per session, and event.
When setting up the goal, you’ll need to type in the landing page you wish to track. Next, set a monetary value–if applicable. This will help you to determine the value each completed goal is worth.
An optional, but beneficial task is creating funnels. You can highlight the specific steps you want your visitors to take to ultimately land on the page, for example, going through a blog post.
Add UTM parameters. A UTM parameter is a tag added to the end of a URL so that when it’s clicked Google recognizes it and tracks it. This can be done on Google’s URL builder.
Next, create advanced segments. This means breaking down the traffic by specific keywords, browser, country, screen resolution, and referral source.
For social referral traffic, click add segment in the reporting tab. Click add new segment. You can then segment by demographics, technology used and more.
Make sure to name the segment by clicking on “conditions” under the advanced menu. In the dropdown below Sessions, click “source.” The dropdown next to source should read “contains.” You then type in the social media sites you wish to track. In this case, Facebook.
Within the advanced segments, you can track both desktop and mobile. Simply add the “OR” statement and add m.facebook.com. Another option is creating two separate advanced segments.
After saving, you’ll discover how social contributes to conversions. Go to the Goals section, “add segment” and then “apply.”
You’ll be able to see:
- How Social Traffic Contributes to Your Goal, Value and Conversion Rate
- Advanced Segments Side by Side to Compare and Contrast Visitors and Referrals
- The Page Depth Metric: This Shows the Number of Pages Viewed by the Visitor
Here you can view referral paths – what links were shared that drove people to your site? Go to Acquisition and choose “social” and “network referrals.” Here, you have access to sessions, pageviews, durations, and pages per session. You’ll find out how your audience is reacting to your content.
Tracking and reporting Facebook on Google Analytics will help you to become aware of just how effective your engagement and advertising methods are. It may take some trial and error to find your sweet spot, but Google Analytics will guide you there by letting you know what’s working and what’s not.