One of the biggest mysteries around traditional organic social media marketing is still: What is this worth to me?
Like most top of funnel strategies, social media worth is hard to quantify. The chances of a user going from your cute Instagram post, to your profile, to disrupting their ‘gram scroll experience by going to your link in bio, to then going to your site, perusing around, adding something to their cart, and checking out, all while still technically in an Instagram-embedded window, is unlikely to say the least. This is exactly what makes it difficult to say if social is also a revenue driver for your brand. If the person above isn’t doing that, then what are they doing (hint: they’re taking a complicated path), and how do we track it?
Using a healthy snack brand I’m going to call Snax that I know is engaging Instagram and Facebook in the organic social strategy, here is a guide to checking out the success of your organic social media in Google Analytics.
First things first: Source/Medium
- Navigate here by acquisition > all traffic > source/medium in the sidebar.
- It’s important to note that source/medium over channels is a crucial step here. Depending on how you’re UTM tagging (or not), some paid social can/will be grouped into our “social” channel which is not what we’re looking for. We want organic only.
- Instagram referral is showing as the 9th highest traffic driver, no showing of Facebook in the top ten.
- ~1% of the overall traffic
- Search for Facebook:
- Overall: accounts for ~ 2.5% of the traffic share
- L. vs m. vs Facebook proper: Facebook’s way of tagging mobile vs desktop vs any 3rd party link (l.)
- Immediately: already seeing last-click revenue
- The four highlighted all had at least one last click conversion attributed to it
- Instagram also had last-click revenue attributed to it
Second: Top Conversion Paths
- Get here by going to conversions > multi-channel funnels > top conversion paths
- Unfortunately, we’re not seeing any more clicks from social come up the funnel → all last click so this report doesn’t provide any further insight
Other things to check for:
- Landing page:
- From Instagram, these will always be your link in bio, or your link in someone else’s bio:
- For Snax, it was 95% landing on the homepage
- From Facebook, 60% of the conversions came from the homepage, 20% from the collections page and 20% from a specific product variant
- Date of conversion:
Overall, taking a deep dive into your Google Analytics will give you a lot of good insights to see if your organic social media is converting and driving meaningful traffic to your website.