Improving Social Media via Web Analytics: Putting Conversion data in context

Getting Started, Getting Better: Social Media and Web Analytics Slide 20

If you’ve been able to gather some conversion data, you can start to put in context: which channels are working best for you? Which topics? Is there a seasonality for your topics?

You can compare the acquisitions to the conversions by channel to figure out which channel gives you the most qualified leads. For example, Facebook might get 200 people to your site but only 3 fill out a form; while participating on your local newspaper blog brings only 30 people to your site but 8 fill out a form.

Figuring out quality this way can be pretty useful for informing future actions and helping you determine where to spend the most time.

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