This document provides a list of 98 potential metrics for measuring the impact and effectiveness of social media marketing programs and campaigns. The metrics cover a wide range of factors including buzz, engagement, traffic, sales, customer satisfaction, and more. They are organized into categories such as volume of buzz created, buzz by platform, audience demographics, and impact on online and offline business results.
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9. Web
Analytics <3s ROI
Need clear idea of what we’re
getting for our spend.
Enter: Web Analytics
10. Web Analytics
3 Important Points
#1
Doesn’t jump through hoops out
of the box. It takes
configuration, time, patience,
and participation from different
teams and their members.
11. Web
Analytics
1
#2
There are A LOT of metrics and
dimensions in Google Analytics.
12. Time after Search % Exit Goal1 Abandonment Rate Goal18 Completions Goal8 Completions
Time on Page % New Visits Goal1 Completions Goal18 Conversion Rate Goal8 Conversion Rate
Time on Site Abandoned Funnels Goal1 Conversion Rate Goal18 Starts Goal8 Starts
Total Abandonment Rate Ad Content Goal1 Starts Goal18 Value Goal8 Value
Ad Group Goal1 Value Goal19 Abandoned Funnels Goal9 Abandoned Funnels
Web
Total Events
Total Goal Completions Ad Slot Goal10 Abandoned Funnels Goal19 Abandonment Rate Goal9 Abandonment Rate
Total Goal Starts Ad Slot Position Goal10 Abandonment Rate Goal19 Completions Goal9 Completions
Total Goal Value Affiliation Goal10 Completions Goal19 Conversion Rate Goal9 Conversion Rate
Total Unique Searches Average Value Goal10 Conversion Rate Goal19 Starts Goal9 Starts
Transaction Avg. Time on Page Goal10 Starts Goal19 Value Goal9 Value
Avg. Time on Site Goal10 Value Goal2 Abandoned Funnels Hostname
Analytics
Transactions
Unique Events Bounce Rate Goal11 Abandoned Funnels Goal2 Abandonment Rate Hour
Unique Pageviews Bounces Goal11 Abandonment Rate Goal2 Completions Impressions
Unique Purchases Browser Goal11 Completions Goal2 Conversion Rate Java Support
Unique Visitors Browser Version Goal11 Conversion Rate Goal2 Starts Keyword
User Defined Value CPC Goal11 Starts Goal2 Value Landing Page
Visitor Type CPM Goal11 Value Goal20 Abandoned Funnels Language
Visitors CTR Goal12 Abandoned Funnels Goal20 Abandonment Rate Medium
Visits Campaign Goal12 Abandonment Rate Goal20 Completions Mobile
Visits with Search City Goal12 Completions Goal20 Conversion Rate Month
Week Clicks Goal12 Conversion Rate Goal20 Starts New Visits
1
Connection Speed Goal12 Starts Goal20 Value Operating System
Continent Goal12 Value Goal3 Abandoned Funnels Operating System Version
Cost Goal13 Abandoned Funnels Goal3 Abandonment Rate Page
Cost per Conversion Goal13 Abandonment Rate Goal3 Completions Page Depth
Cost per Goal Conversion Goal13 Completions Goal3 Conversion Rate Page Title
Cost per Transaction Goal13 Conversion Rate Goal3 Starts Pages/Visit
Count of Visits Goal13 Starts Goal3 Value Pageviews
Count of Visits to a Transaction Goal13 Value Goal4 Abandoned Funnels Per Visit Goal Value
Country/Territory Goal14 Abandoned Funnels Goal4 Abandonment Rate Per Visit Value
Custom Variable (Key 1) Goal14 Abandonment Rate Goal4 Completions Product
Custom Variable (Key 2) Goal14 Completions Goal4 Conversion Rate Product Category
Custom Variable (Key 3) Goal14 Conversion Rate Goal4 Starts Product Revenue
Custom Variable (Key 4) Goal14 Starts Goal4 Value Product SKU
Custom Variable (Key 5) Goal14 Value Goal5 Abandoned Funnels Quantity
Custom Variable (Value 1) Goal15 Abandoned Funnels Goal5 Abandonment Rate RPC
Custom Variable (Value 2) Goal15 Abandonment Rate Goal5 Completions Referral Path
Custom Variable (Value 3) Goal15 Completions Goal5 Conversion Rate Refined Keyword
Custom Variable (Value 4) Goal15 Conversion Rate Goal5 Starts Region
2
Custom Variable (Value 5) Goal15 Starts Goal5 Value Revenue
Day Goal15 Value Goal6 Abandoned Funnels Screen Colors
Days Since Last Visit Goal16 Abandoned Funnels Goal6 Abandonment Rate Screen Resolution
Days to Transaction Goal16 Abandonment Rate Goal6 Completions Search Depth
Domain Goal16 Completions Goal6 Conversion Rate Search Exits
Entrances Goal16 Conversion Rate Goal6 Starts Search Refinements
Event Action Goal16 Starts Goal6 Value Search Term
Event Category Goal16 Value Goal7 Abandoned Funnels Service Provider
Event Label Goal17 Abandoned Funnels Goal7 Abandonment Rate Shipping
Event Value Goal17 Abandonment Rate Goal7 Completions Site Search Category
Exit Page Goal17 Completions Goal7 Conversion Rate Site Search Status
Exits Goal17 Conversion Rate Goal7 Starts Source
Flash Version Goal17 Starts Goal7 Value Source/Medium
Goal Conversion Rate Goal17 Value Goal8 Abandoned Funnels Sub Continent Region
Goal1 Abandoned Funnels Goal18 Abandoned Funnels Goal8 Abandonment Rate Tax
13. Web
Analytics
1
#2
Often leads to inaction
instead of action
14. Web
Analytics
1
#3
2 We care about the
wrong stuff
15. we care about the
wrong stuff
#biggestsinofwebanalytics
18. NOT WINS WINS
Signups
Total Visits
Cost per Acquisition
Pageviews Economic Value
Revenue
Hits
Conversion
Pages per Rate
Visits
Per Visit Value
Exit Rate
Downloads
40. It should
say this!
No, no..it
should say
that!
A B
41. $1 Membership Join for a buck Join for $1
We offer a variety of Download We offer a variety of Download We offer a variety of Download
classes and equipment classes and equipment classes and equipment
$1 Offer $1 Offer $1 Offer
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members:
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54. 1. Volume of buzz created around 26. Ratings 51. Method of content discovery (search, 76. Savings per customer assisted through
a social campaign pass-along, discovery engines, etc) direct social media interactions compared
27. Social bookmarks to other channels (e.g., call centers, in-
2. Amount of buzz based on number of 52. Clicks store)
28. Subscriptions (RSS, podcasts, video
impressions series) 77. Savings generated by enabling
53. Percentage of traffic generated from
earned media customers to connect with each other
3. Shift in buzz over time 29. Pageviews (for blogs, microsites, etc)
54. View-throughs 78. Impact on first contact resolution
4. Buzz by time of day / daypart 30. Effective CPM based on spend per (FCR) (hat tip to Forrester Research for
impressions received 55. Number of interactions that one)
5. Seasonality of buzz
31. Change in search engine rankings for 79. Customer satisfaction
6. Competitive buzz 56. Interaction/engagement rate
the site linked to through social media
80. Volume of customer feedback
7. Buzz by category / topic 32. Change in search engine share of 57. Frequency of social interactions per
generated
voice for all social sites promoting the consumer
8. Buzz by social channel (forums, brand 81. Research & development time saved
58. Percentage of videos viewed based on feedback from social media
social networks, blogs, Twitter, etc)
33. Increase in searches due to social
activity 59. Polls taken / votes received 82. Suggestions implemented from social
9. Buzz by stage in purchase funnel
feedback
(e.g., researching vs. completing 34. Percentage of buzz containing links 60. Brand association
transaction vs. post-purchase) 83. Costs saved from not spending on
35. Links ranked by influence of 61. Purchase consideration traditional research
10. Asset popularity (e.g., if several publishers
videos are available to embed, which is 62. Number of user-generated 84. Impact on online sales
used more) 36. Percentage of buzz containing submissions received
multimedia (images, video, audio) 85. Impact on offline sales
11. Mainstream media mentions 63. Exposures of virtual gifts
37. Share of voice on social sites when 86. Discount redemption rate
running earned and paid media in same 64. Number of virtual gifts given
12. Fans 87. Impact on other offline behavior
environment
65. Relative popularity of content (e.g., TV tune-in)
13. Followers 38. Influence of consumers reached
66. Tags added 88. Leads generated
14. Friends 39. Influence of publishers reached (e.g.,
blogs) 67. Attributes of tags (e.g., how well 89. Products sampled
15. Growth rate of fans, followers, and
they match the brand's perception of 90. Visits to store locator pages
friends 40. Influence of brands participating in itself)
social channels
16. Rate of virality / pass-along 91. Conversion change due to user
68. Registrations from third-party social ratings, reviews
41. Demographics of target audience
engaged with social channels logins (e.g., Facebook Connect, Twitter
17. Change in virality rates over time
OAuth) 92. Rate of customer/visitor retention
18. Second-degree reach (connections 42. Demographics of audience reached
through social media 69. Registrations by channel (e.g., Web, 93. Impact on customer lifetime value
to fans, followers, and friends exposed - desktop application, mobile application,
by people or impressions) 43. Social media habits/interests of 94. Customer acquisition / retention
SMS, etc)
target audience costs through social media
19. Embeds / Installs 70. Contest entries
44. Geography of participating consumers 95. Change internal market share
20. Downloads 71. Number of chat room participants
45. Sentiment by volume of posts 96. Earned media's impact on results from
21. Uploads paid media
72. Wiki contributors
46. Sentiment by volume of impressions
97. Responses to socially posted events
22. User-initiated views (e.g., for 73. Impact of offline marketing/events
videos) 47. Shift in sentiment before, during, and
on social marketing programs or buzz 98. Attendance generated at in-person
after social marketing programs
events
23. Ratio of embeds or favoriting to 74. User-generated content created that
48. Languages spoken by participating
views consumers can be used by the marketer in other 99. Employees reached (for internal
channels programs)
24. Likes / favorites 49. Time spent with distributed content
75. Customers assisted 100. Job applications received
25. Comments 50. Time spent on site through social
media referrals
59. The Compass School Online Sentiment: May 2012
Location: Manassas, VA
Website Good Bad Link
Savvy Source 0 2 http://www.savvysource.com/preschools/virginia/manassas/sh28161 the compass school inc
Google Places 10 4 http://maps.google.com/maps/place?cid=17967419281211431749&hl=en
Yelp 1 0 http://www.yelp.com/biz/the compass school manassas
Glass Door 2 (1 new) 0 http://www.glassdoor.com/Reviews/Employee Review The Compass School RVW711336.htm
Yahoo Local 0 0 http://local.yahoo.com/info 36297461 compass school manassas?tab=webreviews#webrev
GreatSchools 9 6 http://pk.greatschools.org/virginia/manassas/preschools/The Compass School/3185/
Insider Pages 1 0 http://www.insiderpages.com/b/15244960536/the compass school manassas
CitySearch 0 0 http://washingtondc.citysearch.com/profile/44580734/manassas_va/compass_school.html
SuperPages 3 2 http://spag.es/oJXEWH
Kudzu 0 0
25 14
61. Reddit
Twitter
Quora Yelp
Google+
Forums
Our
Facebook
Website
Google
Other Places
Tumblr
blogs
LinkedIn
Other
social
profiles
62. Total Control
Downloads, Purchases, Signups,
Our
Website Conversion Rate
Some Control
Google+ Google
Facebook Twitter Yelp
Tumblr
LinkedIn
Places
No Control
Other
Other
Reddit Quora
Forumssocial
blogs
profiles
64. Total Control
Capture, Observe, Record, Trend,
Our
Website Promote, Experiment, Fail fast
Some Control
Observe, Record, Trend, Promote,
Google+ Google
Facebook Twitter Yelp
Tumblr
LinkedIn
Places
Experiment, Fail fast
No Control
Other
Other
Reddit Quora
Forumssocial
blogs
profiles