For digital marketeers it is often crucial to be able to see which efforts and sources are driving traffic to their web site, and which of those leads to the most desirable behavior i.e. 'conversions'.
As one potential goal for social media efforts can be to drive web site traffic (and with it, conversions), online marketeers using CX Social in Google Analytics (or a similar package) can answer questions like:
- How many web site visitors are we getting each week/month from our efforts with CX Social?
- Which social media channel leads to the most traffic? To the most conversions? (i.e. what is the ROI of social media when it comes to my web site)
In Google Analytics you can find reports like these under Acquisition > Campaigns in the left navigation bar:
The way web site analytics packages like Google Analytics keep track of a visitor's origin, and thus the success of different campaigns to drive traffic, is through campaign parameters (also often called 'tags' or 'utm parameters') added to shared links to your web site.
People landing on your site through a link which contains such parameters, automatically get added to a 'custom campaign' in Google Analytics, which can then be reported on to answer questions like those above. (see the Google Analytics support article on custom campaigns for more details)
CX Social can add these parameters automatically to each link shared on social media with the 'Source Tracking' setting under Account preferences > Source Tracking.
CX Social will automatically add the following source tracking tags to links posted through CX Social. These UTM parameters are little snippets of text added to the end of your URL to help you track the success of your content on the web. This doesn't affect anything on the webpage, it just lets your analytics program know how someone landed on your page.
- utm_medium: The type of medium that the link is featured in. We set the value to: social.
- utm_source: Which website is sending the traffic. We set the value to the name of the social network in lowercase, e.g. twitter or facebook.
- utm_content: Used to track the types of content that point to an URL from the same campaign, source, and medium codes. We set the value to a unique value for that mention in CX Social, e.g. CX Social_MjIwNzM0NQ==
- utm_campaign: Groups all of the content from one campaign in your analytics. We set the value to: CX Social
As an example, when auto-tagging is enabled, if you share the url http://myawesomepage.com in a tweet, the url will be transformed in something looking like this: http://myawesomepage.com?utm_medium=social&utm_campaign=CX Social&utm_source=twitter&utm_content=CX Social_MjIwNzM0NQ==
In order to enable this, go to Settings > Account Preferences > Source Tracking. Since this is an Account Setting, enabling this will activate this feature for all users in the account.
What your links will look like depends on whether your selected that all URL's should be shortened automatically or not (Settings > Personal Settings > Inbox > Shorten URL's with Bit.ly).
Shortened URL'sIn case you selected that links should be shortened automatically, we will keep this format when the post is published. This means that users won't see the UTM tags.
In the publisher I added a link that was automatically shortened:
On Twitter this was posted in the following format:
Links posted in full lengthIn case you don't have automatic shortening on for links posted through CX Social, people will be able to see the UTM Tags added to the links.
In the publisher I added a post containing a link that was not automatically shortened:
When checking the post on the service itself after publishing, the UTM tags are visible: