Kev Tshaj Tawm TechnologyKev Tshawb Xyuas thiab Kev NtsuasSocial Media & Influencer Marketing

Google Analytics 4: Txheeb xyuas Koj Cov Kev Tshaj Tawm Kev Tshaj Tawm Txog Kev Tshaj Tawm thiab Kev Sib Tw

Kev tshaj xov xwm tau tshwm sim los ua lub zog muaj zog rau kev tsav cov lus ntawm qhov ncauj thiab kev xa mus rau cov vev xaib rau qee qhov kev lag luam thiab cov tswv yim. Social media platforms tsis txwv rau kev sib tham ntawm tus kheej thiab kev sib txuas nrog cov phooj ywg; lawv kuj yog ib qhov chaw raug cai ntawm kev khiav tsheb thiab kev cia siab rau kev lag luam. Kev siv tshuaj ntsuam xyuas los taug qab kev tshaj xov xwm xa mus rau koj lub xaib yog qhov tseem ceeb kom paub seb koj cov peev nyiaj puas tau them:

  • Organic Social Media Referral Traffic - Kev pub mis rau koj cov neeg tuaj saib lossis koom nrog zej zog hauv kev tshaj xov xwm tuaj yeem xav tau ntau yam kev pab. Txawm hais tias kev siv zog tuaj yeem txhim kho koj lub hom phiaj pom, qhov ntawd tsis tas txhais tau tias nws tau them nyiaj hauv qhov tau txais tiag tiag thiab khaws cia.
  • Them Social Media Referral Traffic - Social media platforms muab nplua nuj, sophisticated advertising platforms rau lub hom phiaj thiab ncav cuag cov neeg siv khoom yav tom ntej. Qhov ntawd tau hais tias, kev nkag siab txog qhov kev tshaj tawm twg thiab cov ntu thiab cov tswv yim twg yog qhov tseem ceeb rau cov nyiaj tau los tiag tiag.

Tus choj ntawm kev taug qab tus qhua xa mus los ntawm kev tshaj tawm xov xwm thiab txawm tias lawv hloov mus ua tus neeg siv khoom rau koj lub tuam txhab nyob hauv Google Analytics 4 (GA4). Muaj ntau qhov kev hloov pauv rau kev tshaj tawm xov xwm ntawm Universal Analytics (UAthiab GA4:

  • Kev sau cov ntaub ntawv raws li xwm txheej: GA4 yog qhov kev tshwm sim-raws li platform, txhais tau tias txhua tus neeg siv kev sib cuam tshuam tau taug qab raws li cov xwm txheej. Qhov no suav nrog kev sib tham hauv social media, xws li clicks, nyiam, thiab sib koom. Hauv UA, kev sib raug zoo ntawm kev sib raug zoo tau taug qab raws li kev sib tw ntaus.
  • Social media channel pawg: GA4 muaj ob pawg channel rau kev sib raug zoo: organic social thiab them social social. Qhov no ua rau kev taug qab thiab sib piv kev ua tau zoo los ntawm kev sib txawv ntawm kev sib raug zoo thiab cov phiaj xwm yooj yim dua. Hauv UA, social media tsheb tau tshaj tawm tag nrho hauv tib lub channel.
  • Predictive analytics: GA4 siv tshuab kev kawm (ML) los tsim kev kwv yees kwv yees, xws li kwv yees churn tus nqi thiab kwv yees nyiaj tau los. Cov kev nkag siab no tuaj yeem siv los txhim kho koj cov kev tshaj tawm kev lag luam tawm tswv yim. UA tsis muaj peev xwm txheeb xyuas qhov tseeb.
  • Hla-platform qhia: GA4 tuaj yeem taug qab cov neeg siv thoob plaws ntau lub cuab yeej thiab lub platform, suav nrog cov vev xaib, apps, thiab kev sib cuam tshuam offline. Qhov no tso cai rau koj kom tau txais kev pom ntau dua ntawm cov neeg siv khoom taug kev. UA tsuas yog taug qab cov neeg siv ntawm cov vev xaib.
  • Privacy-focused tsim: GA4 yog tsim los nrog kev ceev ntiag tug hauv siab. Nws tsis sau cov ntaub ntawv qhia txog tus kheej (PII) los ntawm default. UA tuaj yeem sau PII, tab sis qhov no yog xaiv tau.

ROI ntawm Social Media Marketing

Ua ntej delving rau hauv lub peev xwm ntawm GA4, cia peb tshawb nrhiav vim li cas kev tshaj tawm yog qhov tseem ceeb rau kev lag luam. Social media platforms tau dhau los ua qhov chaw ua haujlwm, nrog ntau lab tus neeg siv sib koom, nyiam, thiab koom nrog cov ntsiab lus txhua hnub. Qhov no nthuav tawm lub sijhawm zoo rau cov lag luam los coj mus rau hauv tus neeg siv lub hauv paus no thiab tsim cov lus xa mus rau qhov ncauj.

Kev tshaj xov xwm txhawb nqa cov lus ntawm qhov ncauj los ntawm kev sib koom, cov lus pom, thiab hais txog. Cov neeg siv feem ntau sib tham txog cov khoom, kev pabcuam, thiab kev paub dhau los ntawm cov platforms no. Kev tshuaj xyuas glowing lossis kev pom zoo los ntawm ib tus neeg siv tuaj yeem kis tau sai sai rau ntau pua lossis ntau txhiab leej lwm tus. Yog li ntawd, kev tshaj xov xwm tuaj yeem yog tus tsav tsheb tseem ceeb ntawm kev xa mus rau koj lub vev xaib.

To taub cov ROI ntawm koj qhov kev siv dag zog hauv kev sib raug zoo, nws yog ib qho tseem ceeb rau kev ntsuas ntau yam kev ntsuas kev ua tau zoo (KPIs), xws li:

  1. Tsheb thauj mus los: GA4 ua tau zoo hauv kev taug qab kev sib tham hauv xov xwm rau koj lub vev xaib. Nws suav cov naj npawb ntawm kev mus ntsib, nplooj ntawv saib, thiab kev hloov pauv los ntawm txhua lub platform kev sib raug zoo. Qhov no tso cai rau koj los ntsuas qhov ua tau zoo ntawm koj qhov kev tshaj tawm kev lag luam hauv kev tsav tsheb cov neeg tuaj xyuas koj lub xaib.
  2. khu: Kev tshaj xov xwm tsis yog hais txog kev nqa tsheb; nws yog hais txog coj kev sib koom ua ke. GA4 pab koj txheeb xyuas cov kev ntsuas xws li tus nqi bounce, nruab nrab lub sijhawm sib tham, thiab nplooj ntawv ib zaug. Koj tuaj yeem txheeb xyuas qhov twg social media platforms tsav koj lub vev xaib cov neeg siv koom nrog ntau tshaj plaws.
  3. pauv hloov: GA4 tso cai rau koj taug qab kev hloov pauv los ntawm kev tshaj xov xwm, xws li kev yuav khoom e-lag luam, xa cov ntawv xa mus, lossis kos npe. Cov ntaub ntawv no nthuav tawm cov kev sib raug zoo platform twg zoo hloov cov neeg tuaj saib rau hauv cov neeg siv khoom lossis cov thawj coj.
  4. Pawg Neeg Saib Xyuas: Social media platforms muab ntau cov ntaub ntawv pej xeem. GA4 tuaj yeem coj mus rau hauv cov ntaub ntawv no, muab kev nkag siab rau koj rau koj cov neeg tuaj saib hauv social media, suav nrog hnub nyoog, poj niam txiv neej, thiab qhov chaw. Nws kuj tseem qhia koj tias lub platform twg nyiam cov tsheb khiav zoo tshaj plaws.

Advanced Social Media Analysis nrog GA4

GA4 tsis nres ntawm qhov ntsuas ntsuas. Nws muaj cov yam ntxwv siab heev rau kev txheeb xyuas qhov tob hauv social media:

  1. Txoj Kev Tshawb Fawb: Qhov no tso cai rau koj taug qab txoj kev taug kev ntawm cov neeg siv ntawm koj lub vev xaib. Koj tuaj yeem pom qhov sib lawv liag ntawm nplooj ntawv lawv mus saib, ob qho tib si ua ntej thiab tom qab los ntawm kev tshaj xov xwm. Nkag siab tus cwj pwm ntawm tus neeg siv no yog qhov tseem ceeb rau kev kho koj cov ntsiab lus thiab kev taw qhia rau lawv qhov kev nyiam.
  2. Kev Ntsuas Cov Kev Lom Zem: Los ntawm kev siv funnel tsom xam, koj tuaj yeem taug qab seb cov neeg siv tau nce qib li cas los ntawm cov kev hloov pauv tshwj xeeb, xws li kev txheeb xyuas lossis cov txheej txheem tsim khoom. Qhov no qhia qhov twg cov neeg siv tso tawm, ua rau koj ua kom zoo dua koj cov funnel thiab txhim kho tus nqi hloov dua siab tshiab.
  3. Kev tsim qauv qauv: Tus qauv tsim qauv pab koj muab credit rau kev hloov pauv mus rau qhov chaw sib txawv, suav nrog kev tshaj xov xwm. Nws muab kev pom dav dav txog yuav ua li cas koj qhov kev tshaj tawm kev lag luam hauv zej zog ua rau koj lub hom phiaj kev lag luam tag nrho.

Muab GA4 Kev Tshaj Tawm Txog Kev Tshaj Tawm rau Kev Ua Haujlwm

Nov yog cov piv txwv ntawm kev siv GA4 rau kev txheeb xyuas kev sib raug zoo:

  • Txheeb xyuas cov platform muaj txiaj ntsig: Siv GA4 daim ntawv tshaj tawm kev mus los los nrhiav pom cov kev tshaj tawm xov xwm twg uas tau tsav tsheb ntau tshaj plaws thiab daim ntawv tshaj tawm kev koom tes los nrhiav cov platforms koom nrog ntau tshaj.
  • Txheeb xyuas tus cwj pwm siv: Ua haujlwm txoj hauv kev tshawb nrhiav kom nkag siab tias cov neeg siv xov xwm social media navigate koj lub vev xaib thiab nrhiav cov ntsiab lus twg txaus siab rau lawv.
  • Taug qab kev hloov pauv: Teeb tsa cov xwm txheej hloov dua siab tshiab hauv GA4 txhawm rau taug qab kev hloov pauv los ntawm kev tshaj xov xwm. Qhov no pab koj txheeb xyuas lub platform zoo tshaj plaws rau kev hloov cov neeg tuaj saib rau hauv cov neeg siv khoom lossis cov thawj coj.
  • Ntsuas qhov cuam tshuam rau kev sib tw: Siv GA4 tus qauv tsim qauv los ntsuas koj qhov kev tshaj tawm kev tshaj tawm kev cuam tshuam kom raug. Qhov kev pom no yog qhov tseem ceeb rau kev txhim kho koj lub tswv yim kev lag luam.

Los ntawm kev siv GA4, koj tuaj yeem tau txais kev nkag siab zoo rau kev ua haujlwm ntawm koj qhov kev tshaj tawm kev lag luam, ua kom yooj yim rau cov ntaub ntawv kev txiav txim siab thiab kev txhim kho txuas ntxiv. Koj puas xav nkag mus tob rau hauv kev tsim tawm thiab tshaj tawm hauv social media? Tsis txhob nco cov peev txheej zoo heev no:

Hlub Cov Ntaub Ntawv: Taug qab Social Nrog Google Analytics 4

UTM Campaign URL Tracking yog qhov tseem ceeb rau kev taug qab social media

GA4 txiav txim siab yog tias Kev xa tawm cov channel yog kev sib raug zoo los ntawm kev siv ntau yam, suav nrog:

  • Qhov URL xa mus: GA4 yuav xyuas qhov xa mus URL kom pom tias nws yog lub npe hu ua social media platform. Piv txwv li, yog qhov xa mus rau URL facebook.com, ces GA4 yuav ntaus nqi mus ntsib Facebook social media channel.
  • Tus neeg siv tus neeg sawv cev txoj hlua: GA4 tseem tuaj yeem siv tus neeg siv tus neeg sawv cev txoj hlua txhawm rau txheeb xyuas hom khoom siv thiab browser uas tus neeg siv siv thiab kev tshaj xov xwm platform lawv siv, yog tias muaj.

Cia peb tshuaj xyuas qhov no kom zoo dua. Ntau tus neeg siv (zoo li kuv tus kheej) tsis nyiam lub platform browsers tsim rau hauv ntau lub social media mobile apps. Thaum kuv pom qhov txuas ntawm lub vev xaib social media, kuv feem ntau luam tawm thiab muab tso rau hauv qhov browser tshiab. Yog tsis muaj phiaj xwm taug qab, uas tau kaw ua ib ncaj qha mus saib kuv qhov chaw, tsis yog mus ntsib.

UA tau tso cai rau koj hloov kho koj cov kev teeb tsa channel thiab teeb tsa txoj cai uas txhua tus qhua tuaj txog nrog cov kev txwv tshwj xeeb UTM tuaj yeem raug ntaus nqi raws li kev xa xov xwm hauv zej zog. Qhov ntawd tsis muaj nyob hauv GA4, yog li yog tias koj xav ntsuas koj qhov kev sib raug zoo xov xwm, koj yuav tsum xyuas kom meej txhua qhov txuas koj faib muaj UTM phiaj xwm mus txog qhovtwg. Qhov no yuav pab kom koj tshaj tawm qhov tseeb ntawm phiaj los nqis tes tshaj tawm ntau dua li GA4 txoj kev txiav txim siab txog kev xa mus rau kev tshaj xov xwm.

Kuv qhov kev pom zoo yog los ua qauv utm_medium=social thiab siv utm_source kom qhia lub npe platform, thaum utm_campaign tuaj yeem siv los sib txawv ntawm kev them nyiaj, profile txuas, organic, thiab lwm yam.

  • Tau qhov twg los hais txog lub hauv paus ntawm kev khiav tsheb. Nyob rau hauv rooj plaub ntawm kev tshaj xov xwm, lub hauv paus yuav yog lub social media platform, xws li Facebook, Twitter, lossis LinkedIn.
  • Medium hais txog hom kev khiav tsheb. Nyob rau hauv cov ntaub ntawv ntawm social media, qhov nruab nrab yuav yog social.

Nov yog cov piv txwv:

  1. Organic Social Media Post:
https://martech.zone/blog-post?utm_source=facebook&utm_medium=social&utm_campaign=organic-post
  • utm_source: Txheeb xyuas qhov chaw raws li kev tshaj tawm xov xwm (xws li Facebook).
  • utm_medium: Qhia qhov nruab nrab li "kev sib raug zoo" los qhia tias nws yog los ntawm kev tshaj xov xwm.
  • utm_campaign: Lub npe phiaj xwm ua "organic-post."
  1. Them Social Media Ad:
https://martech.zone/ebook-landing?utm_source=instagram&utm_medium=social&utm_campaign=paid-ad
  • utm_source: Txheeb xyuas qhov chaw raws li kev tshaj tawm xov xwm (xws li Instagram).
  • utm_medium: Qhia qhov nruab nrab li "kev sib raug zoo" los qhia tias nws yog los ntawm kev tshaj xov xwm.
  • utm_campaign: Lub npe phiaj xwm ua "paid-ad."
  1. Social Media Profile Link:
https://martech.zone/?utm_source=linkedin&utm_medium=social&utm_campaign=profile-link
  • utm_source: Txheeb xyuas qhov chaw raws li kev tshaj xov xwm platform (xws li LinkedIn).
  • utm_medium: Qhia qhov nruab nrab li "kev sib raug zoo" los qhia tias nws yog los ntawm kev tshaj xov xwm.
  • utm_campaign: Lub npe phiaj xwm ua "profile-link."
  1. Muab cov ntsiab lus ntawm LinkedIn:
https://martech.zone/case-study?utm_source=linkedin&utm_medium=social&utm_campaign=organic-post
  • utm_source: Txheeb xyuas qhov chaw raws li kev tshaj xov xwm platform (xws li LinkedIn).
  • utm_medium: Qhia qhov nruab nrab li "kev sib raug zoo" los qhia tias nws yog los ntawm kev tshaj xov xwm.
  • utm_campaign: Lub npe phiaj xwm ua "organic-post."
  1. Kev sib koom tes Influencer:
https://martech.zone/product-landing?utm_source=instagram&utm_medium=social&utm_campaign=influencer-collab
  • utm_source: Txheeb xyuas qhov chaw raws li kev tshaj tawm xov xwm (xws li Instagram).
  • utm_medium: Qhia qhov nruab nrab li "kev sib raug zoo" los qhia tias nws yog los ntawm kev tshaj xov xwm.
  • utm_campaign: Lub npe phiaj xwm ua "influencer-collab."

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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