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The Best Google Analytics Metrics for Social Media Professionals

Posted Under: Social Pros Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

LaneTerralever
Jay Baer

Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at leanna@convinceandconvert.com.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!

@Will31C

This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!

@Simonstone95

Love the podcast - informative, in depth and spot on for any business size.

@MissTriathlon

Adam Singer, Analytics Advocate at Google, joins the Social Pros Podcast this week to discuss what it’s like working for Google Analytics, measuring macro versus micro conversions for social media, and the importance for every business and professional of measuring success.

Creating a Measurement Plan

Adam is part of the education team at Google. They produce the in-product help videos and the Massive Open Online Courses (MOOCs). Basically, their goal is to make everyone smarter with analytics and data. They are “amplifying what people are saying in the industry from a tips, best practices standpoint.” And then also getting new products in front of users. Adam also writes a monthly column on analytics for ClickZ.
For Adam, one of the most important things anyone can do is to track your own successes. This is because the business world has gone from “tell me” to “show me.”
No longer is it enough to say, “I was a copywriter for Proctor & Gamble.” What does that mean? Instead, you need to say something concrete like, “I wrote this landing page and AB tested this copy, and I generated a 12% conversion rate.”

The Best Google Analytics Metrics for Social Media Professionals
via Adam Singer and The Future Buzz

Whether you’re in sales, marketing, or product management, you can and should keep track of your success. “It doesn’t have to be anything too complex. You can build it in a Google doc, and you could trend over time your amount of work in certain things, and then tie that to outcomes.” That will allow you to show your success with specifics, rather than just listing off job titles.
Don’t just measure Facebook “likes” and retweets. “Even if social only contributes to the upper funnel, via tools like multi-channel funnels that we have in Analytics, you can still show how that actually attributed to a conversion a little bit later down.” Tie these numbers to outcomes.
“If you’re in the business world,” Adam says, “and you’re not speaking the language of data fluently, now is a great time to start

Social Media Number of the Week: 230 Million

Omnicon Media Group is reportedly paying Twitter $230 million over the next two years for first access to new opportunities developed by the social network. The deal will also lock in ad rates and inventory access for Omnicom agencies.
Publicis struck a similar deal with Facebook and Instagram last month. So some of the big advertising holding companies are putting money upfront to gain access to better inventory and insights.
This may help avoid the “race to the bottom” where advertisers pack our feeds and could actually make the experiences on these networks better for everyone. We will keep an eye on these types of deals going forward and see how they play out over the terms of the contracts.

Holy Social

Last year, Nike created a PHOTOiD site that allowed users to customize shoes based on the colors of their favorite Instagram photo. This year, Adidas is taking that a step further by creating an app that will let users print an actual Instagram photo on their new sneakers.

Adidas Instagram Custom Sneakers
via CNN

We’ve been seeing an increase in the one-off apps that combine personalization and social because this type of app also gets more user-generated content for Adidas. These campaigns are mostly targeted at millennials, who seem to love hyper-personalization.
This also reflects the trends of single-purpose apps. Google and Facebook have built entire empires on the fact that each app can solve a single problem. More and more, we’ll see these single-purpose, highly functional and targeted apps.

See you next week!

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