One question we hear quite a lot is “How is tracking social media different in Argyle vs. in my web analytics tool?” The answer is somewhat technical, but we really think it’s important that marketers understand the numbers that they’re using.
First off: there is a lot you can (and should) be doing to track your social media efforts in your web analytics tool. Fortunately, I don’t need to say a whole lot on this topic because Avinash Kaushik already has an amazing step-by-step blog post on social media measurement best practices in Google Analytics. To summarize, web analytics tools allow you look at the behavior of social media visitors to your website in the same way that you could with any other traffic source. If you do a little bit of set-up work, you can get bounce rates, page depth reports, goal conversions, and any other type of metric your web analytics platform normally provides for you.
This is awesome. It’s also why Argyle integrates with Google Analytics–we automatically tag your links with GA parameters so that you can get all of this social media web analytics goodness. Remember, without tagging your links, most of your social traffic will end up tagged as “Direct”!
Web analytics tools miss something big, though: their goal tracking isn’t optimized to track social media conversions. Social media tends to be intent generating rather than intent harvesting. An example to illustrate what this means:
Most search conversions happen like this.
Most social conversions happen more like this:
In both cases, web analytics tools will count both conversions as either SEO or SEM, because the click that lead directly to a purchase was from these sources. Little do they know, your social media team actually deserves the credit for the second!
This is where Argyle comes in–we make sure the social media team gets the credit it is due! Argyle tracks conversions whether or not social is the last click, helping you prove the efficacy of your social media marketing efforts.