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Are you on the map?

By Jordan Powell

So your social marketing career is coming along. At this point you may be thinking you have a grip on this digital marketing thing, and you’re off building a community through your social media pages. How’s the company website doing? Are your efforts via social media generating traffic for the page? Do you have a way to analyze and understand these statistics? Not sure? No worries. First, here’s some general information about what channels drive web traffic that leads to conversions. That’s followed by some tips to help you analyze your information with Google Analytics.

At the end of the day, it’s not how many people you get to visit your website, but instead how much information and/or interaction you can get from those visitors. It’s an issue of quality over quantity. Some of the industry benchmarks over at can give you an idea of how successful various channels are in terms of generating conversion. In this case conversion meant the user entered some information like email address when prompted. Here are some highlights from their data. Somewhat unsurprisingly Facebook boosted posts have had huge conversion rates. They outperformed ads, organic posts, and shared content. Additionally a brand’s website converts more than most other sources of traffic. See the full data.

Google Analytics provides a lot of tools that can help you optimize your web analytics. CrowdRatio can help you see how you’re doing in terms of social media reach and help you get those visitors to your site. In tandem they’ll get your business website up to speed. Here are some Google Analytics tips. If your website offers software as service or is a customer portal site where customers log in through a separate site, don’t give them different IDs. It’ll split data that should be together as one website interaction. Set up goals to help monitor your organic traffic. If you sell things, utilize E-Commerce. Enable Bot Filtering to eliminate bot and spider traffic from analytics results. Set up annotations to document relevant site changes so that future observations have context. And take advantage of Custom Dimensions to segment traffic by assigning groups based on certain criteria. Check out even more tips from Janet Miller!