Tuesday July 29, 2014
What Happens After Your LinkedIn Campaign
By Jorge Argota
From an analytical stand point, numbers do lie and don’t always tell the story. However, digging and drilling into your analytics will help you create the story. Along the way I will discuss the analytics of social media essentials so you have a better understating of your LinkedIn marketing campaign.
When we talk about a LinkedIn campaign in reference to Google analytics, there are three ways to classify your data.
The first type is social referrals: which happens to be the “organic source” e.g. shares of a post or an update which, in effect, brought visitors to your website through a link.
You would also want to track your paid ads on LinkedIn.
Then the second is the interactions that take place on your website itself. This could be a LinkedIn plugin you have installed on your website. You would want to track how many times those buttons where pushed on the different content pages on your site such as a blog post. The plug in implementation/tracking is outside the sphere of this blog but I do want you to be aware that it exists.
Google Analytics & Interpretation
Now the last part that you want to track is LinkedIn analytics itself. The hardest part as an analyst is to measure this data due to the shortage of analytical resources we get from LinkedIn. Creating your LinkedIn campaign and measuring your efforts in Google analytics is a must. One of the great features of Google is the social media tab under acquisition. The overview tab quickly gives you key elements that you can quickly translate. On the right hand side you will see three circles, what this tells you:
- The dark blue circle: Is the origin which led directly to a conversion, we call that the last lick interaction.
- The light blue color: Is how the social media contributed in your funnel but was not the most recent activity.
- The white circle: Is the overall site conversion how social impacts the overall success of the site.
In the network referral tab under the social media tab allows you to see the both social sessions and your overall sessions. This enables you to view the interactions and overall arrangements between the two. If you scroll down you see a list of the social sites (Remember this was a link from a social site that brought the visitors to your website) and on the right hand side you will see your standard engagement metrics.
Data Hub Activity
The data hub activity tab is the actions that took place in your social media channels. As analysis this is great information to translate. However, not all social media channels provide this data for Google Analytics.
Landing pages will give an archive of top landing pages from your social channels. There you can sort out data between dimensions to get a better understanding of what’s happening in your campaigns and how each of the pages are performing for engagement and conversion metrics.
Trackback gives you information about people linking back to our website in social post and how many people are following those links into your website.
Conversion is a report on how many of those social network referrals are converting on your site and to what extent. On the top left hand side you will see Assist versus Last Interaction Analyics which enables you to see the last action that took place during the converting session. The assistance conversion tells you how a user converted at a later time, for example; they watched a video or decided to go for a walk before they made that final step in converting.
Plug in’s Report
The plugins tab will allow you to view the social behavior and the landing pages associated with those social actions that took place in your website. This can give you some idea of engagement on the different pages or blog post that was shared in your LinkedIn campaign.
User Flow Chart
Users flow tab enable to you see which starting pages led to which pages and what their actions were and what the drops offs were. In essence we can follow our audience in a path throughout the site and the actions they took.
Hopefully now you have a better understanding in translating the data Google analytics provides and segmenting your data accordingly. Empower your LinkedIn campaign!
Jorge Argota is the owner of agenciamarketing.org His responsibilities include developing business relationships and implementing internet marketing channels, strategies and tactics in order to ensure the effectiveness of company development. He educates, informs and provides insightful resources for anyone willing to listen and learn.