Next-Generation Web Analytics with Spredfast

So they clicked. Now what?

We’ve all been there: practically–if not literally–biting our nails as we check, and double-check (and check again) that every tweet, Facebook post, Instagram post, email, and ad banner contains the right copy and creative. That there are no typos, that we’ve targeted the right audience, that every detail down to the oxford comma is just so. And then there’s that anxiety-filled moment as you click the seemingly innocuous “Publish” button. It’s like ripping off a band-aid, you tell yourself. So, with a deep breath, you bite the bullet and click, your campaign is officially live.

And now the real challenge: the waiting game.

Every second, it seems, you’re checking your Google Analytics dashboard to see how many people are visiting your target product page, checking your product sales and measuring the increase in orders since that nerve-wracking (but pretty damn powerful) moment you launched your latest campaign.

Your heart starts to race as you see that initial uptick in site referrals. Your eyes widen as the order forms pour in. Is it… could it be…? Yes, that is your campaign’s link that’s driving all this activity.

But the question remains–from which initiative?

While clicks, time on site, and pageviews are generally important metrics, their value is stunted by an inability to put them into context.

Was it your tweet that caught your fans’ eye? I can be so clever in 140 characters. Or, maybe it was your Instagram post? The product did look pretty sexy in that light. Or, maybe it was your Facebook ad?

Without being able to answer this question, it is impossible to truly understand what exactly is making your campaign so successful, and if you’ve implemented the optimal strategy for each social channel.

With Spredfast’s next generation of web analytics, this is no longer a problem. New Web Analytics Dashboards and advanced link-tagging will impact your org at the highest levels, from improving content strategy, to optimizing paid dollars, to ultimately driving sales.

Infuse the power of traditional web analytics platforms with the context of social.

Don’t just understand how your audience is interacting with your owned properties– understand exactly what drove them there and who they could be driving to your site next. New Web Analytics Dashboards enable marketers to take referrals a step further, from understanding the impact of your social campaigns at the aggregate level, to drilling down to see the impact of individual posts. In other words: quantify the direct impact of your social content in driving traffic and conversions on your websites.

Simplify social campaign tracking.

Advanced link-tagging makes tracking your social campaigns’ impact from the get-go even easier because it automatically tags your owned links with the data needed to connect with your web analytics platform. For example, track campaigns by revenue at the product level, track ROI on paid advertising, or track ROI on social media efforts by channel.

Here are four ways you can get the most out of your web analytics:

1. Tag it.

Tracking IDs, otherwise known as link-tagging, are like the DNA of your campaign–each link is unique and contains special data that allows you (and your web analytics platform) to track details such as content subject, content type, audience targeted, product featured, and more.

Spredfast’s new advanced link-tagging service allows you to create custom link-tags that are automatically applied to new posts. Spredfast uses this ID to associate engagement with your social posts to site traffic reported by your web analytics platform, closing the gap between your social and non-social properties.

2. Make a plan.

There’s a lot that goes into planning a campaign, which leaves a lot of room for error. No matter how organized you are, not one of us has escaped the dread that sinks in when you realize you’ve forgotten to add a tracking ID to a link or site page.

Reporting on your campaigns becomes a whole lot easier when you’ve set yourself up for success in the first place. Conversations’ Planner module brings together pre-campaign planning and post-campaign reporting by providing a single place for all of your stakeholders to coordinate, schedule, and publish content–and automatically adding a tracking ID to those posts, so you have one less thing to worry about.

3. Set up conversion goals.

Whether your goal is to drive users to view a media file, sign-up for an email list, make a purchase, or complete other important actions, it’s imperative that you’ve configured conversion events (known as Goals in Google Analytics and Success Events in Omniture) in your web analytics platform.

Defining these conversion goals allows you to better understand what’s happening after users are driven to your site–what events they’re completing during a single session after they’ve clicked through to your page. Once these goals are defined, the Web Analytics dashboard will show you which social content is most successful at driving users to complete your key online business objectives.

4. Go label-crazy.

While web analytics platforms allow you to define important business objectives with conversion goals, Spredfast takes this a step further by allowing you to add other contextual information through custom labels.

Instead of just knowing which post is driving the most engagement, uncover trends among your most successful content–for example,all of your most successful content in the last month was sports-related, featured animals, and was targeted at women aged 18-25.

By adding custom labels, you’ll be able to learn at a glance exactly what type of content is most successful.

Imagine, for a second, a world where you’ve set up your link-tags, you’ve planned your content, and all is scheduled, approved, and ready to launch. You instinctively watch the clock with (almost) the same intensity as you do when you realize it’s nearly lunch time. Seconds pass and tick, it’s time. Your campaign is automatically published, link-tags automatically applied, and yes: web analytics automatically synced.

Again, your heart starts to race and for a split second you think you’re panicking–but it’s just habit. Instead, you feel…powerful.

Where before you felt nearly paralyzed by the stress of publishing a campaign, you now feel a rush of adrenaline.

In the world of marketing, there are a lot of things that are out of your control: launch dates get pushed, creative gets changed, last-minute meetings get thrown on your calendar, completely throwing you off your game. But Spredfast’s next generation of web analytics capabilities lets you master the things you can control: how you track your data and what you can learn from it, making for smarter strategy and more successful campaigns in the future.

Alexis Mosier's picture

Alexis Mosier

@alexis_mosier
Alexis is a Product Marketing Manager, leading go-to-market strategy and developing campaigns for the Spredfast platform. One of the few (but very proud) native Austinites, Alexis is a die-hard longhorn fan and firmly believes mashed potatoes do NOT belong in Breakfast Tacos (don’t even get her started on the breakfast “wrap”). In her free time, Alexis enjoys live music, adventuring and tweeting about all things sports and social.