Google Analytics – Analyse Landing Page Engagement from Facebook Campaign

Posted in: Marketing, Work on May 31st, 2011

Most of us would probably rather pull out our fingernails than delve into the deep dark world of data analysis. So to get you started, we are going to do some hand holding, back massaging and slowly climb into Google Analytics with a simple analysis of a Facebook campaign.

Goal: Promote event on Facebook. Gauge visitor response to landing page.

We will assume that you already have created a page on your website to promote your event. This is your landing page.

Procedure:

  • Create a special Google Analytics tracking link (tracking URL) and add to Facebook.
  • Shorten this link for visual effect.
  • Gather Data.
  • Analyse visitor data from the Facebook campaign in relation to the landing page interaction.

Create our Google Analytics Tracking URL

The first thing to do is to create the tracking URL. To do this we use Google’s URL Builder. You will need to copy and paste the URL of your landing page, then choose the campaign source, campaign medium and campaign name. There are other options (terms and content) but they are not needed in this instance.

Campaign Source: Usually where the link will be posted, in this case, Facebook.

Campaign Medium: Identifies the campaign medium such as email, social media, cost per click etc. In this case we’ll use Social Media as our campaign medium.

Campaign Name: Identifies the specific promotion, in this case we’ll call it the Bob Jones Concert.

When you are done, click the Generate URL button and Google Analytics URL Builder will generate a URL like this:

1
http://example.com/?utm_source=facebook&utm_medium=social%2Bmedia&utm_campaign=bob%2Bjones%2Bconcert
http://example.com/?utm_source=facebook&utm_medium=social%2Bmedia&utm_campaign=bob%2Bjones%2Bconcert

You can see how your source, medium and name are now embedded in the link.

Google Analytics URL Builder
Google Analytics URL Builder Page

Hint: when building tracking URLs, try to keep consistency within your tracking fields. For example, if you use social media as a medium, this should stay consistent rather than using social media for one URL, then social networks for another. This enables you to later drill down to see data from all social media campaigns.

Shorten and Beautify Your Link

The link we are given by GA is really not very pretty so we are going to give it a makeover by using the bit.ly link shortening service. Go to http://bit.ly/, create an account the follow the guide to insert your ugly GA tracking link and shorten it to a bit.ly link. You should end up with something like this: http://bit.ly/kVwBvO.

You can even customise the link to add your own text to the end rather than the random characters bit.ly auto generates. For example, http://bit.ly/ArtistsWANTED is a link used on Darwin Hub when we called for artists to feature on the homepage.

Once you have your link, add it to your Facebook fan page… and wait a few days…

Check and Analyse Website Data Generated

It usually takes a few days for any real data to be gathered from a new campaign so give it a few days before you start checking.

Get Raw Data – Bounce Rate, Time on Site

Log into your Google Analytics account and click All Traffic Sources in the left navigation menu.

Google Analytics All Traffic Sources Link in Navigation Menu
All Traffic Sources Link in Navigation Menu

This will display a table with all your traffic sources by Source and Medium, and some related data. If you don’t see the source and medium you entered (in our case Facebook and Social Media) you may need to get it to show more rows (bottom right of screen, as in screenshot below) if it is not in the top 10 traffic sources .

Show More Google Analytics Rows
Show More Rows

Click the appropriate source and medium for the data you want to see and you will be taken to a summary of the data for that source/medium combination.

Click the Google Analytics Source and Medium
Click the Source and Medium
Google Analytics Source and Medium Page
Source and Medium Data Summary Page

Data Analysis – Bounce Rate, Time on Site

Data is useless without analysis and analysis is useless without an action plan based on the analysis. If you don’t come up with something to improve on (or determine that your site is perfect … sure mate…) then your time is wasted.

Let’s look at the Bounce rate (73.81%) and Time on site (39 seconds).

This data alone tells me that our landing page is not enticing visitors to interact further, therefore they are bouncing from the site and not engaging. There are a number of reasons this could happen. Here are some of the most common:

  • The landing page is not related to the text/description at the link source therefore the landing page content comes as a surprise to the visitor.
  • The landing page does not encourage the visitor to take further action; there is no button to click, form to complete, product to buy, you get the idea…
  • The landing page has too many calls to action and the visitor is confused as to what they should do next and do nothing.

The fix for this is to create a relevant landing page with clear calls to action and supporting text and images. Groupon does this well by really only giving us 1 option to take and supporting it with appropriate imagery.

Groupon Landing Page
Groupon Landing Page

Now you can give yourself a high five cos you’ve undertaken some useful data analysis! There are many other analyses you can undertake so if you have further questions or want to know more, please comment below. And stay tuned for more Google Analytics articles in the future!

Key Takeaways:

  • Use Google Analytics tracking URLs when ever possible; remain consistent with your tracking fields.
  • Shorten and beautify your links (also useful for Twitter or other places where you don’t want long ugly links).
  • Always come up with some sort of action plan based on your data analysis. Data analysis without action is a waste of time.
  • Create simple landing pages with clear calls to action.
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