Although many people still use Twitter.com, a large percentage of users do not. They could be using EasyTweets, or TweetDeck, or an iPhone app. This makes it hard to monitor who is coming to your website, and what they are doing when they arrive.
If they are on a site, your analytics will show that site (such as easytweets.com) as the referring domain. But if they are using a client app such as TweetDeck, these visitors will show as direct traffic.
So how can you track more accurately your Twitter traffic using Google Analytics? Treat it like a campaign!
Google Analtyics has a feature called URL tagging. Using it, you are able to track any online campaigns. The following is a list of the variables you'll need:
- Source (utm_source). The origin of a referral to a website. When someone clicks on your link in a Google search result page, Google is the source.
- Medium (utm_medium). Together with source, they provide specific information about the origin of a referral. If you use AdWords to drive traffic from Google, the source is Google and medium is pay per click or adwords.
- Campaign (utm_campaign). The dimension that differentiates product promotions such as “Winter Promo.”
You can integrate Google Analytics tags into your URL easily by using Google Analytics URL Builder. It's a simple form that takes you through the necessary fields step by step to generate your tagged URL.
Add in the required fields and use whatever descriptors that will help you recognize your tweet/facebook post/etc.
Chances are this URL is too lengthy to be used in Twitter, so simply use the output URL from the URL builder and add it into a URL shortener.
Once you’ve generated your clicks, go into Google Analytics and under campaigns you’ll be able to check reporting and see your results.
Take It to the Next Level with Funnel Visualization and Goals
Let’s say that you have a specific campaign to drive traffic from Twitter. Wouldn't it be cool if you are able to not only track clicks, but also the number of those visitors that, for example, register for an account or download a white paper?
Just set up a funnel and goal like you would with a regular page and sit back and watch what happens.
That’s it! Now you should be able to see funnel visualization, conversions, conversion rate, abandoned funnels and even goal value!