Social Media Marketing

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c h a p t e r

6 :

SOCIAL A

NALYTICS

, M

ETRICS

, AND M

EASUREMENT

■

Web Analytics

In the prior sections the basic metrics relating to the Social Web were defined. Social

media analytics help frame the conversations in a quantitative context. Influencer met-

rics do the same for the source of the conversation. Between these you have the basis

for success determination according to the business objectives you have set and the

KPIs (Key Performance Indicators) that you have established. The next step is to tie

these to your business, beginning with its online presence.

Website Performance

Web analytics—a representative look at Google Analytics is shown in Figure 6.5—is con-

cerned largely with the performance of your website or online applications. By “perfor-

mance” what is generally meant is how well your website converts visitors into customers,

people supportive of your cause into donors or enlisted volunteers, or some similar transi-

tion that carries them all the way through your purchase or acquisition funnel.

CONSIDERATION PURCHASE

Web Analytics

AWARENESS

2

Figure 6.5 Web Analytics

Web analytics offer a number of measurement points. Table 6.3 lists a represen-

tative set of the more popular metrics associated with the performance of a website in

a business context. The key to getting the most out of your web analytics program is

understanding the individual measures shown in Table 6.3 and then moving beyond

them. Far too many firms track the basics—bounce rate, time spent, page views—but

then fail to move beyond these basic counts and into the actual analytics of what drives

them and why they matter.