Chapter 7. Measuring the Success of Your Social Media Presence with Google Analytics

Authors

  • Joel Tonyan

Abstract

Chapter 7 of Library Technology Reports (vol. 52, no. 7), “Google Analytics and Google Tag Manager”

As a complement to the metrics provided by Facebook, Twitter, and other social media platforms, Google Analytics will show how much traffic these platforms drive to your website and what those users do on your website. Chapter 7 of Library Technology Reports (vol. 52, no. 7), “Google Analytics and Google Tag Manager,” discusses the benefits of using campaign URLs to measure the success of your social media marketing.

Author Biography

Joel Tonyan

Joel Tonyan is the Systems and User Experience Librarian for the University of Colorado Colorado Springs. An avid social media user, he maintains his library’s social media channels and chairs its marketing committee. His research interests include social media, marketing, and analytics.

References

David Lee King, “Analytics, Goals, and Strategy for Social Media,” Library Technology Reports 51, no. 1 (January 2015): 26–32.

Mark, “Understanding Direct Traffic in Google Analytics,” Megalytic Blog, April 14, 2015, https://megalytic.com/blog/understanding-direct-traffic-in-google-analytics.

Andrew Nguyen, “Finally . . . Some Clarity: Best Practices for UTM Parameters,” Pipeline Marketing Blog, Bizible, March 23, 2015, www.bizible.com/blog/best-practices-utm-parameters-tagging-urls.

“Google Analytics Events,” Google Tag Manager Help, accessed March 15, 2016, https://support.google.com/tagmanager/answer/6106716?hl=en.

Downloads

Published

2016-10-05

Issue

Vol. 52 No. 7 (2016): October

Section

Chapters