Google brings Analytics to the Party

Kirk Carter - Cincinnati & Northern Kentucky Internet Marketing Expert

Measuring the ROI of Social – Google brings Analytics to the Party

Google has been working for a long time to socially engage people the way that Facebook, Twitter and LinkedIn do. We’ve all heard about, and probably registered with Google +, and the jury is coming back. A really smart guy I know (the author of this newsletter) told me that Google + won’t have relevance until it has more than 100 million registered users, with REAL social relevance coming at around 500 million. Well, Larry Page reported 90 million registered Google + users on Jan. 19, so I think we can assume that the Matt Plapp Relevance Singularity (MPRS) has been reached. Projections are for Google + to grow to 250 million by the end of 2012. Interestingly, about 70% of registered Google + users are male, which should have major implications for brands.

While the Google + team has been busy developing and promoting, the Google Analytics team has been hard at work as well. Last week Phil Mui, Group Product Manager for Google Analytics, announced the release of a set of Social reports within Google Analytics. The reports, already available for many Google Analytics accounts, are designed to bridge the gap between social metrics and the business metric that drives all internet marketing; conversion.

Internet marketing has long been unique as the only marketing channel where EVERYTHING was measurable, thanks to tools like Google Analytics. From the earliest days of the World Wide Web, measurement has been an integral part of the experience; remember HITS counters at the bottom of nearly every home page? For years, however, measuring the impact of Social Media engagement has eluded us. Google has taken a first step toward solving this metric gap with last weeks’ announcement. According to Google, the new reports are designed to help businesses and marketers with 3 things:

  • Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
  • Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
  • Make better, more efficient data-driven decisions in your social media marketing programs

Over the next several months, we’ll begin to see business measuring the impact of Social using these reports. Initial data will be limited to Social Data Partners that have engaged with Google for inclusion, sites like Google +, Blogger, reddit, Delicious and others. The Big 3, Facebook, Twitter and LinkedIn, aren’t participating yet, and may not. However, the data available from the 15 platforms included should give marketers actionable insight into social engagement and their brands, helping to focus their Social Media marketing, improve ROI and deliver more business value.

Kirk Carter is a Certified Internet Marketing Consultant with WSI Web Factory in Cincinnati and Northern Kentucky.  If your company is looking for help with your website, SEM or SEO plans then give him a call, he comes highly recommended.

kirk@WSIwebfactory.com,

513.239.7493

mobile: 513.295.4776

www.WSIwebfactory.com

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Matt Plapp

I’m the CEO of Driven Media Solutions, a full service marketing firm located in Cincinnati & Northern Kentucky. I have over 18+ years of experience in small business marketing in the region. From Corporate America to Locally Owned companies, I’ve been involved in most forms of marketing and have seen the good, the bad and the ugly. I have a strong passion for Guerilla & Grass Roots Marketing, Social Media and Internal Marketing Strategies.

2 Comments

  • Kirk/Matt,

    I like your acronym (MPRS), very modest :-). But let me give you an analogy why the variables you are using in your math are irrelevant and thus your conclusions are deceiving you. Google+ may have 90 million “users” but this is a deceptive term. 90% of Google+ users are completely inactive. They only have a Google+ account because they have a gmail account. Comparing Google+ users to Facebook users is akin to comparing a graveyard with 100,000 bodies to a stadium full of 100,000 fans. Sure they both new bodies coming in but which body is more relevant.

    Remember what Mark Twain said, “There are lies, damned lies and then there are STATISTICS.”

    Best, Rob McCracken @rob_mccracken

    I look forward to reading more posts from your blog.

    Reply
  • Rob, I agree with you, they are not close to Facebook and I don’t think they ever will. But with that said, they are doing some things to make businesses not ignore them with search relevance. I’ve heard 90-95% of Google + users are not active on a daily basis, where as the average Facebook user logs in 7-8 times per day. I’d say Google has a LONG way to go with the “social side” Google +, but they do have the SEO thing in their corner:)

    Thanks for the feedback Rob

    Reply

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