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The way the social media campaigns are measured has undergone a sea change over the last few years. But still, some business owners are not worried about the effectiveness of their social campaigns and continue to involve in social media exercises without measuring the impact on Return on Investments (ROI). It has become extremely important for business owners and campaign managers to track the performance of social media campaigns as it plays a vital role in improving customer conversion rates. Higher customer conversion rates automatically leads to higher return on investment in social media campaigns.
There are a number of tools that are available in the online world such as the Hootsuite, SproutSocial, Buffer and BundlePost. But these tools lack the ability to actually determine how a particular social media campaign has influenced the conversion process of a particular customer. This feature is now available in the latest Google Analytics software, Google Analytics 5. Marketers can now set up goals in Google Analytics and track a wide range of activities such as a social media referral purchasing an item, social media referral entering details into a form, social media referrals who download a report or newsletter related to a product, bounce rate for visitors referred to a site from social media and average session time for visitors coming from social media.
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