Kushambadzira TekinorojiOngororo & KuedzwaSocial Media & Influencer Kushambadzira

Google Analytics 4: Kuongorora Yako Social Media Referral Traffic uye Mishandirapamwe

Social media yabuda sesimba rine simba rekutyaira izwi-re-muromo kushambadzira uye kutumira traffic kune mawebhusaiti kune mamwe maindasitiri nemazano. Social media mapuratifomu haangogumiri pakugovana zviitiko zvemunhu uye kubatana neshamwari; ivo zvakare sosi yepamutemo yetraffic uye tarisiro yebhizinesi. Kushandisa analytics kuteedzera social media inotumirwa traffic kune yako saiti kwakakosha kuti uone kana mari yako iri kubhadhara:

  • Organic Social Media Referral Traffic -Kudyisa vateereri vako kana kuita munharaunda pasocial media kunogona kuda zviwanikwa zvakawanda. Nepo kuedza kwacho kuchigona kuvandudza kuoneka kwechigadzirwa chako, izvo hazvireve hazvo kuti iri kubhadhara mukutora chaiko nekuchengetedza.
  • Yakabhadharwa Social Media Referral Traffic -Social media mapuratifomu anopa akapfuma, akaomesesa ekushambadzira mapuratifomu ekunongedza uye kusvika kune vangangove vatengi. Izvo zvakati, kunzwisisa kuti ndeapi kushambadzira uye ndeapi zvikamu uye mazano ari kutyaira mari chaiyo kwakakosha.

Zambuko riri pakati pekutevera muenzi anorehwa kuburikidza nesocial media chiteshi uye kuti vanoshandura kuita mutengi wekambani yako iri muGoogle Analytics 4 (GA4). Pakave neshanduko dzakati wandei kunhau dzesocial media pakati peUniversal Analytics (UA) uye GA4:

  • Chiitiko-based data collection: GA4 ipuratifomu-yakavakirwa papuratifomu, zvichireva kuti kusangana kwese kwevashandisi kunoteverwa sezviitiko. Izvi zvinosanganisira kudyidzana kwesocial media, sekudzvanya, kufarira, uye kugovera. MuUA, kudyidzana kwesocial media kwakateverwa semhando dzakasiyana dzekurova.
  • Social media channel groups: GA4 ine maviri default chiteshi mapoka emasocial media: organic social uye inobhadharwa magariro. Izvi zvinoita kuti kutevera uye kuenzanisa kuita kubva kwakasiyana social media chiteshi uye mishandirapamwe kuve nyore. MuUA, social media traffic yese yakataurwa muchiteshi chimwe chete.
  • Predictive analytics: GA4 inoshandisa muchina kudzidza (ML) kugadzira fungidziro yekufungidzira, seyakafanotaurwa churn mwero uye mari yakafanotaurwa. Aya manzwisisiro anogona kushandiswa kuvandudza yako masocial media ekushambadzira marongero. UA yanga isina kufungidzira analytics kugona.
  • Cross-platform reporting: GA4 inogona kuteedzera vashandisi pane akawanda maturusi uye mapuratifomu, anosanganisira mawebhusaiti, maapplication, uye kusanganisa kwekunze. Izvi zvinokubvumira kuti uwane maonero akazara erwendo rwemutengi. UA yaigona chete kutevedzera vashandisi pamawebhusaiti.
  • Yakavanzika-yakatarisana dhizaini: GA4 yakagadzirirwa kuvanzika mupfungwa. Iyo haiunganidze chero ruzivo rwunozivikanwa nemunhu (PII) nekusingaperi. UA yaigona kuunganidza PII, asi iyi yaive sarudzo.

Iyo ROI paSocial Media Marketing

Tisati taongorora kugona kweGA4, ngationgororei kuti sei social media yakakosha kumabhizinesi. Social media mapuratifomu ave hubs echiitiko, nemamirioni evashandisi kugovana, kufarira, uye kuita zvemukati zuva nezuva. Izvi zvinopa mukana wakakura wekuti mabhizinesi apinde mune ino mushandisi base uye kugadzira izwi-re-muromo rekutumira.

Social media inofambisa izwi-re-muromo kuburikidza nekugovana, makomendi, uye kutaura. Vashandisi vanowanzo kurukura zvigadzirwa, masevhisi, uye zviitiko pamapuratifomu aya. Ongororo inopenya kana kurudziro kubva kune mumwe mushandisi inogona kukurumidza kupararira kumazana kana kunyange zviuru zvevamwe. Nekuda kweizvozvo, social media inogona kuve yakakosha mutyairi wekutumira traffic kune yako webhusaiti.

Kunzwisisa iyo Royi yekuedza kwako kwesocial media, zvakakosha kuyera akasiyana makiyi ekuita zviratidzo (KPI's), zvakaita se:

  1. Traffic Acquisition: GA4 inokunda mukutevera social media traffic kune yako webhusaiti. Inoisa huwandu hwekushanya, mapeji ekuona, uye shanduko kubva kune yega yega social platform. Izvi zvinokutendera kuti uongorore kushanda kwekushambadzira kwako kwesocial media mukutyaira vashanyi kune yako saiti.
  2. kupana nduma: Social media haisi yekungounza traffic; ndezvekuunza yakabatikana traffic. GA4 inokubatsira kuongorora metrics senge bounce rate, avhareji yenguva yenguva, uye mapeji pachikamu. Iwe unogona kuona kuti ndeapi masocial media mapuratifomu anotyaira vashandisi vewebhusaiti yako zvakanyanya.
  3. Kutendeuka: GA4 inokutendera kuti utarise kutendeuka kunobva pasocial media, kungave kutenga e-commerce, kutumira kunotungamira, kana kusaina. Iyi data inoratidza kuti ndeapi masocial platforms anonyatso shandura vashanyi kuva vatengi kana kutungamira.
  4. Vateereri Insights: Social media mapuratifomu anopa hupfumi hweruzivo rwevanhu. GA4 inogona kubaya mune iyi data, ichikupa ruzivo mune yako social media vateereri, kusanganisira zera, murume kana murume, uye nzvimbo. Inokuudzawo kuti ndeapi mapuratifomu ari kukwezva yakanyanya kukosha traffic.

Advanced Social Media Analysis neGA4

GA4 haina kumira pa basic metrics. Inopa maficha epamberi ekuongorora kwakadzama social media:

  1. Nzira Yokuongorora: Ichi chinokutendera kuti utore rwendo rwevashandisi pawebhusaiti yako. Iwe unogona kuona kutevedzana kwemapeji avanoshanyira, zvese zvisati zvaitika uye mushure mekuuya kubva pasocial media. Kunzwisisa maitiro emushandisi uyu kwakakosha pakugadzirisa zvirimo uye kufamba kune zvavanoda.
  2. Kuongorora kwefanera: Nekushandisa ongororo yefunnel, unogona kuteedzera mafambiro evashandisi kuburikidza neakananga shanduko mafaniro, senge chekubhadhara kana kutungamira chizvarwa maitiro. Izvi zvinoratidza uko vashandisi vanosiya, zvichiita kuti iwe ugone kukwidziridza funnel yako uye nekuvandudza mitengo yekushandura.
  3. Attribution Modelling: Attribution modhi inokubatsira kugovera kiredhiti yekushandurwa kune akasiyana traffic masosi, kusanganisira yemagariro media. Inopa maonero akazara ekuti yako masocial media ekushambadzira nhamburiko inobatsira sei kune ako ese ebhizinesi zvinangwa.

Kuisa GA4 Social Media Kubika Kushanda

Heino mienzaniso inoshanda yekushandisa GA4 pasocial media analysis:

  • Ziva Mapuratifomu Anokosha: Shandisa GA4's traffic acquisition report kuona kuti ndeapi masocial media mapuratifomu anotyaira zvakanyanya traffic uye mushumo wekubatanidzwa kuti uwane mapuratifomu anobatikana zvakanyanya.
  • Ongorora Maitiro Emushandisi: Shandisa nzira yekuongorora nzira kuti unzwisise kuti vashandisi vesocial media vanofamba sei pawebhusaiti yako uye kuona kuti ndezvipi zvemukati zvinovafadza.
  • Track Shanduko:Gadzirisa zviitiko zvekushandura muGA4 kuti uone shanduko kubva pasocial media. Izvi zvinokubatsira kuona mapuratifomu anonyanya kushanda ekushandura vashanyi kuva vatengi kana kutungamira.
  • Measure Campaign Impact: Shandisa GA4's attribution modelling kuti uone miitiro yako yema social media campaigns nenzira kwayo. Kunzwisisa uku kwakakosha pakugadzirisa zano rako rekushambadzira.

Nekushandisa GA4, unogona kuwana ruzivo rwakakosha mukuita kwekuedza kwako kwesocial media kushambadzira, kufambisa sarudzo dzinofambiswa nedata uye kuenderera mberi kwekuvandudza. Unoda kunyura zvakadzika mukuvaka kunze uye kushuma pasocial media? Usarasikirwa neiyi yakanaka sosi:

Anoda Dhata: Kutsvaga Zvemagariro NeGoogle Analytics 4

UTM Campaign URL Tracking Yakakosha paSocial Media Tracking

GA4 inoona kana Referral chiteshi i social media nekushandisa zvakasiyana siyana, kusanganisira:

  • Iyo inoreva URL: GA4 inotarisa kurehwa URL kuona kana iri inozivikanwa social media platform. Semuenzaniso, kana iyo inoreva URL iri facebook.com, ipapo GA4 icharatidza kushanya kuFacebook social media chiteshi.
  • Mushandisi wemushandisi tambo: GA4 inogona zvakare kushandisa mumiriri wemushandisi tambo kuona rudzi rwemudziyo nebrowser inoshandiswa nemushandisi uye pasocial media platform yavanoshandisa, kana iripo.

Ngationgororei izvi zvakanyanya. Vazhinji vashandisi (senge ini) havafarire mabhurawuza epuratifomu akavakirwa mumazhinji esocial media nharembozha. Pandinoona chinongedzo pasocial media papuratifomu, ndinowanzochikopa ndochinamira muhwindo idzva rebrowser. Pasina kuteedzera mushandirapamwe, izvo zvakanyorwa sea chaipoipo kushanya kune yangu saiti, kwete kushanya kwakatumirwa.

UA yakakubvumidza kuti ugadzirise marongero echiteshi chako uye kuseta mutemo wekuti chero mushanyi anosvika aine chaiwo maUTM paramita anogona kunzi sekutumira pasocial media. Izvo hazvipo muGA4, saka kana iwe uchida kuyera yako masocial media kuedza, iwe unofanirwa kuona kuti chese chinongedzo chaunogovera chine. UTM mushandirapamwe wekutevera. Izvi zvinokutendera kuti utaure nemazvo kuburikidza kambeyini kuzivisa kwete nzira dzeGA4 dzekutaridza kutumira pasocial media.

Kurudziro yangu ndeye standardize utm_medium=social uye kushandisa utm_source kutsanangura zita repuratifomu, nepo utm_campaign inogona kushandiswa kusiyanisa pakati peyakabhadharwa, profile link, organic, nezvimwe.

  • mabviro zvinoreva kwakabva traffic. Panyaya yesocial media, kwaizobva kwaizove social media platform, senge Facebook, Twitter, kana LinkedIn.
  • nzira zvinoreva rudzi rwetraffic. Panyaya yesocial media, iyo medium yaizova mumagariro.

Heino mienzaniso:

  1. Organic Social Media Post:
https://martech.zone/blog-post?utm_source=facebook&utm_medium=social&utm_campaign=organic-post
  • utm_source: Inozivisa kwainobva sesocial media platform (semuenzaniso, Facebook).
  • utm_medium: Inodoma svikiro se“social” kuratidza kuti yakabva pasocial media.
  • utm_campaign: Anodoma mushandirapamwe se "organic-post."
  1. Yakabhadharwa Social Media Ad:
https://martech.zone/ebook-landing?utm_source=instagram&utm_medium=social&utm_campaign=paid-ad
  • utm_source: Inozivisa kwainobva sesocial media platform (semuenzaniso, Instagram).
  • utm_medium: Inodoma svikiro se“social” kuratidza kuti yakabva pasocial media.
  • utm_campaign: Inodoma mushandirapamwe se "yakabhadharwa-ad."
  1. Social Media Profile Link:
https://martech.zone/?utm_source=linkedin&utm_medium=social&utm_campaign=profile-link
  • utm_source: Inozivisa kwainobva sesocial media platform (semuenzaniso, LinkedIn).
  • utm_medium: Inodoma svikiro se“social” kuratidza kuti yakabva pasocial media.
  • utm_campaign: Inodoma mushandirapamwe se "profile-link."
  1. Zvakagovaniswa Zvemukati paLinkedIn:
https://martech.zone/case-study?utm_source=linkedin&utm_medium=social&utm_campaign=organic-post
  • utm_source: Inozivisa kwainobva sesocial media platform (semuenzaniso, LinkedIn).
  • utm_medium: Inodoma svikiro se“social” kuratidza kuti yakabva pasocial media.
  • utm_campaign: Anodoma mushandirapamwe se "organic-post."
  1. Influencer Collaboration:
https://martech.zone/product-landing?utm_source=instagram&utm_medium=social&utm_campaign=influencer-collab
  • utm_source: Inozivisa kwainobva sesocial media platform (semuenzaniso, Instagram).
  • utm_medium: Inodoma svikiro se“social” kuratidza kuti yakabva pasocial media.
  • utm_campaign: Anodoma mushandirapamwe uyu se "influencer-collab."

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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