How to replace Twitter’s website analytics with Google Analytics

Remember when Twitter rolled out website analytics? It was a wonderful secret just between us marketers. Well, the developers giveth and the developers taketh away. Twitter’s website analytics is no more:

Campaign_overview_-_Twitter_Ads

So how do you replace this? How will you figure out if Twitter is is delivering website performance to you, if you’d become accustomed to measuring your tweets with the built-in tool?

Google Analytics is your answer. Here’s how to set it up. First, open your Google Analytics profile.

Audience_Overview_-_Google_Analytics 2.jpg

Second, start a new custom segment, shown above.

Next, create a Traffic Sources match for Twitter. I like to measure both Twitter.com the website as well as links from Twitter’s link shortener, so that I capture clicks from the mobile app and third party apps. Here’s the difference:

Audience_Overview_-_Google_Analytics 3.jpg
Above, twitter.com alone.

Audience_Overview_-_Google_Analytics 4.jpg
Above, twitter.com and the t.co link shortener

Name your segment something obvious, like Twitter traffic.

Audience_Overview_-_Google_Analytics

Hit the blue Save button, and you will see the traffic you get from Twitter to your website (above).

Remember that setting this measurement up only measures the last third of our social media measurement model:

Slide5.jpg
taken from my new book, Marketing Blue Belt

We still need to measure audience growth and engagement. Measuring website traffic from a social media source isn’t enough to achieve the results you’re looking for.

Nonetheless, if you relied upon Twitter’s website analytics, you’ve got a replacement in Google Analytics. Give it a try!


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Marketing research you’re leaving behind

You’re paying for enormous amounts of research you’re not using.

I can make this bold statement because I’m guilty of it, too. I’ve paid large sums of my own money for research I didn’t use as well as I could have. What is this research? I’m speaking of paid advertising.

Right now, I’m in the middle of marketing my new book. I’m running Facebook and Twitter ads to capture attention and build interest. To advertise, I have to write copy and select images to create the ads. Most marketers write up the ads, turn them on, and walk away. After the campaign is over, you shelve the ads and move onto the next campaign. What a waste!

You’ve just paid money for research. You’ve just paid money to find out what words, phrases, and images resonate with your audience:

Campaign_overview_-_Twitter_Ads.jpg

What should I pay attention to? Clickthrough rate tells me what’s working best with my audience. Above, the photo of me gets a higher clickthrough rate. There are ads not shown that have the same text but a different image. Those ads are performing half as well as the ones with me in them. The ads beginning with copy about marketing – a noun – are doing slightly better than the ads starting with a verb. I can see the beginnings of a trend here. In a week, the statistical validity of these ads should firm up and I’ll be able to develop writing strategies from them.

So how do you make use of the research you’re collecting?

First, establish statistical significance. I recommend Rags Srinivasan’s excellent Excel template to run the test.

  • Punch in your impressions in the first row for any two ads.
  • Input your clicks or conversions in the second row.
  • The calculator will tell you whether the result is statistically significant.

Screenshot_1_27_15__7_02_AM.jpg

Second, after you’ve established statistical significance, incorporate the results in other forms of media. Assume the above results were statistically significant. There is a pattern in which ads leading with nouns about marketing trumped ads leading with verbs. I have two choices for a blog post title: “Marketing research you’re leaving behind” and “Use the marketing research you’ve paid for”. Based on the research I’ve paid for already, I’d choose the former.

Third, look at your web analytics over time to see if blog posts you’ve written using prepaid research perform better than average. If they do, then you’ve increased the indirect ROI of your ads. Even if your ads didn’t generate great performance, you’ll have repurposed your findings to improve other parts of your marketing strategy. That’s a win!

Make the most of every dollar you spend on your marketing and advertising. You’ve already paid for the research — use it!


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Free yourself from marketing data prison

Stuck.

That’s the most common thing I’ve heard from marketers like you when it comes to making use of your data. You get stuck when you try to analyze your data. You get stuck when you look for insights. You get stuck trying to create a coherent strategy from your analysis.

The worst stuck is when your boss asks you for an answer that you don’t have.

I wrote Marketing Blue Belt to help get you unstuck. If you follow the steps and the framework in the book, you’ll have a roadmap for freeing yourself from a prison of data and analytics.

Marketing Blue Belt Cover

You’ll learn a comprehensive framework with many examples, how-to guides, and ideas to make your data work for you. You’ll elevate your understanding of what good data is, how to analyze it, and how to turn your insights into working strategies. You can put the framework to use no matter what size or kind of business you are, from a kid’s lemonade stand to a Fortune 500 company.

Grab your copy today, dig in, and find your way out of the maze that your data has forced you in.

Here’s to getting unstuck!


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