Fasahar TallaNazari & GwajiKafofin watsa labarun & Tasirin Talla

Google Analytics 4: Yin Nazari Hanyar Sadarwar Sadarwar Sadarwar Sadarwar Ku da Kamfen

Kafofin watsa labarun sun fito a matsayin karfi mai karfi don fitar da tallan-baki da kuma zirga-zirgar zirga-zirga zuwa gidajen yanar gizo don wasu masana'antu da dabaru. Kafofin watsa labarun ba su iyakance ga raba abubuwan sirri da haɗin kai tare da abokai ba; su ma halaltacciyar hanyar zirga-zirga ce da kuma buri ga kasuwanci. Yin amfani da nazari don bin diddigin hanyoyin sadarwar zamantakewa zuwa rukunin yanar gizonku yana da mahimmanci don gane ko jarin ku yana biyan:

  • Traffic Traffic Social Media Referral - Ciyar da masu sauraron ku ko shiga cikin al'umma akan kafofin watsa labarun na iya buƙatar albarkatu masu yawa. Yayin da ƙoƙarin na iya inganta hangen nesa na alamar ku, wannan ba yana nufin yana biyan kuɗi a ainihin saye da riƙewa ba.
  • Traffic Referral Media Biya - Kafofin watsa labarun suna ba da wadataccen dandamali na talla don yin niyya da isa ga abokan ciniki masu zuwa. Wannan ya ce, fahimtar wane kamfen talla da waɗanne sassa da dabaru ke haifar da kudaden shiga na gaske yana da mahimmanci.

Gada tsakanin bin diddigin baƙo da ake magana a kai ta hanyar tashar sadarwar zamantakewa kuma ko sun canza zuwa abokin ciniki don kamfanin ku yana cikin Google Analytics 4 (GA4). An sami canje-canje da yawa ga rahoton kafofin watsa labarun tsakanin Universal Analytics (UA) da GA4:

  • Tarin bayanai na tushen taron: GA4 dandamali ne na tushen taron, ma'ana ana bin duk hulɗar masu amfani azaman abubuwan da suka faru. Wannan ya haɗa da hulɗar kafofin watsa labarun, kamar dannawa, so, da hannun jari. A cikin UA, an bin diddigin mu'amalar kafofin watsa labarun azaman nau'ikan bugawa daban.
  • Kungiyoyin tashoshi na sada zumunta: GA4 yana da ƙungiyoyin tashoshi na asali guda biyu don kafofin watsa labarun: zamantakewar al'umma da zamantakewar zamantakewa. Wannan yana sa bin diddigi da kwatanta aiki daga tashoshin kafofin watsa labarun daban-daban da kamfen cikin sauƙi. A cikin UA, zirga-zirgar kafofin watsa labarun duk an ba da rahoton tashoshi ɗaya.
  • Nazari mai faɗi: GA4 yana amfani da ilimin injinML) don samar da nazarce-nazarce, kamar ƙididdige ƙimar churn da annabta kudaden shiga. Ana iya amfani da waɗannan bayanan don inganta dabarun tallan kafofin watsa labarun ku. UA ba ta da ikon tantancewa.
  • Rahoton dandali: GA4 na iya bin diddigin masu amfani a cikin na'urori da dandamali da yawa, gami da gidajen yanar gizo, ƙa'idodi, da hulɗar layi. Wannan yana ba ku damar samun cikakken ra'ayi game da tafiyar abokin ciniki. UA na iya bin masu amfani kawai akan gidajen yanar gizo.
  • Zane mai mayar da hankali kan sirri: GA4 an tsara shi tare da keɓantacce. Ba ya tattara kowane bayanin da za a iya gane kansa (PII) ta hanyar tsoho. UA na iya tattara PII, amma wannan zaɓi ne.

The ROI a kan Social Media Marketing

Kafin mu shiga cikin iyawar GA4, bari mu bincika dalilin da yasa kafofin watsa labarun ke da mahimmanci ga kasuwanci. Kafofin watsa labarun sun zama cibiyoyi na ayyuka, tare da miliyoyin masu amfani da rabawa, so, da kuma shiga cikin abun ciki kullum. Wannan yana ba da babbar dama ga 'yan kasuwa don shiga cikin wannan tushe mai amfani da kuma samar da kalmomin-baki.

Kafofin watsa labarun suna fitar da kalmar-baki ta hanyar hannun jari, sharhi, da ambato. Masu amfani sukan tattauna samfura, ayyuka, da gogewa akan waɗannan dandamali. Bita mai haske ko shawarwari daga mai amfani ɗaya na iya bazuwa cikin sauri zuwa ɗaruruwa ko ma dubban wasu. A sakamakon haka, kafofin watsa labarun na iya zama babban direba na zirga-zirgar ababen hawa zuwa gidan yanar gizon ku.

Don fahimtar Roi na ƙoƙarin ku na kafofin watsa labarun, yana da mahimmanci don auna ma'auni masu mahimmanci daban-daban (KPIs), kamar:

  1. Samuwar zirga-zirgaGA4 ya yi fice wajen bin diddigin zirga-zirgar kafofin watsa labarun zuwa gidan yanar gizon ku. Yana ƙididdige adadin ziyarar, ra'ayoyin shafi, da jujjuyawar kowane dandamali na zamantakewa. Wannan yana ba ku damar tantance tasirin tallan tallan ku na kafofin watsa labarun wajen tuki baƙi zuwa rukunin yanar gizon ku.
  2. Ƙasashen: Kafofin watsa labarun ba kawai don kawo zirga-zirga ba; shi ne game da kawo tsunduma cikin zirga-zirga. GA4 yana taimaka muku tantance ma'auni kamar ƙimar billa, matsakaicin tsawon lokaci, da shafuka a kowane zama. Kuna iya gano ko wane dandamalin kafofin watsa labarun ke tafiyar da mafi yawan masu amfani da gidan yanar gizon ku.
  3. Abubuwan Taɗi: GA4 yana ba ku damar bin diddigin abubuwan da suka samo asali daga kafofin watsa labarun, kasancewa siyayya ta e-kasuwanci, ƙaddamar da jagora, ko rajista. Wannan bayanan yana bayyana waɗanne dandamali na zamantakewa yadda ya kamata ke canza baƙi zuwa abokan ciniki ko jagora.
  4. Abubuwan Kulawa: Kafofin watsa labarun suna ba da wadataccen bayanan alƙaluma. GA4 na iya shiga cikin wannan bayanan, yana ba ku haske game da masu sauraron kafofin watsa labarun ku, gami da shekaru, jinsi, da wuri. Hakanan yana gaya muku waɗanne dandamali ne ke jan hankalin zirga-zirga mafi mahimmanci.

Advanced Social Media Analysis tare da GA4

GA4 baya tsayawa akan ma'auni na asali. Yana ba da fasali na ci gaba don zurfin bincike na kafofin watsa labarun:

  1. Binciken Hanya: Wannan fasalin yana ba ku damar gano tafiyar masu amfani a gidan yanar gizon ku. Kuna iya ganin jerin shafukan da suke ziyarta, kafin da kuma bayan fitowa daga kafofin watsa labarun. Fahimtar wannan ɗabi'ar mai amfani yana da mahimmanci don daidaita abubuwan ku da kewayawa zuwa abubuwan da suke so.
  2. Nazarin mazurari: Ta amfani da bincike na mazurari, za ku iya bin diddigin yadda masu amfani ke ci gaba ta hanyar takamaiman mazurari na juyawa, kamar tsarin dubawa ko tsarin samar da jagora. Wannan yana bayyana inda masu amfani suka fita, yana ba ku damar haɓaka mazugin ku da haɓaka ƙimar canji.
  3. Samfuran Hali: Ƙimar ƙirar ƙira tana taimaka muku sanya ƙima don canzawa zuwa hanyoyin zirga-zirga daban-daban, gami da kafofin watsa labarun. Yana ba da cikakkiyar ra'ayi na yadda ƙoƙarin kasuwancin ku na kafofin watsa labarun ke ba da gudummawa ga burin kasuwancin ku gaba ɗaya.

Saka rahoton GA4 Social Media zuwa Aiki

Anan akwai misalai masu amfani na yadda ake amfani da GA4 don nazarin kafofin watsa labarun:

  • Gano Dabarun MahimmanciYi amfani da rahoton siyan zirga-zirgar GA4 don gano waɗanne dandamalin kafofin watsa labarun ke tafiyar da mafi yawan zirga-zirga da rahoton haɗin gwiwa don nemo mafi yawan dandamali.
  • Bincika Halayen Mai Amfani: Yi amfani da fasalin binciken hanyar don fahimtar yadda masu amfani da kafofin watsa labarun ke kewaya gidan yanar gizon ku da gano abin da ke burge su.
  • Bibiyar Canje-canje: Saita abubuwan da suka faru a cikin GA4 don bin diddigin juzu'ai daga kafofin watsa labarun. Wannan yana taimaka muku gano mafi kyawun dandamali don canza baƙi zuwa abokan ciniki ko jagora.
  • Auna Tasirin KamfenYi amfani da ƙirar ƙira na GA4 don auna tasirin kamfen ɗin ku na kafofin watsa labarun daidai. Wannan fahimtar yana da mahimmanci don inganta dabarun tallan ku.

Ta amfani da GA4, zaku iya samun fa'ida mai mahimmanci game da aiwatar da yunƙurin tallan ku na kafofin watsa labarun, sauƙaƙe yanke shawara na tushen bayanai da ci gaba da haɓakawa. Kuna so ku nutse zurfi cikin ginawa da bayar da rahoto akan kafofin watsa labarun? Kada ku rasa wannan kyakkyawan albarkatu:

Yana son Bayanai: Bibiyar Jama'a Tare da Google Analytics 4

UTM Campaign URL Tracking Yana da Muhimmanci don Bibiyar Kafofin watsa labarun

GA4 yana ƙayyade idan tashar Referral kafofin watsa labarun ce ta amfani da abubuwa daban-daban, gami da:

  • URL mai magana: GA4 za ta duba abin da ake nufi URL don ganin ko sanannen dandalin sada zumunta ne. Misali, idan URL ɗin da ake magana shine facebook.com, to GA4 zai dangana ziyarar zuwa shafin sada zumunta na Facebook.
  • Zaren wakilin mai amfani: GA4 kuma na iya amfani da igiyar wakilin mai amfani don gano nau'in na'ura da mai binciken da mai amfani ke amfani da shi da kuma dandalin kafofin watsa labarun da suke amfani da su, idan akwai.

Bari mu bincika wannan da kyau. Yawancin masu amfani (kamar ni kaina) ba sa son masu binciken dandali da aka gina a yawancin aikace-aikacen wayar hannu na kafofin watsa labarun. Lokacin da na ga hanyar haɗi a dandalin sada zumunta, nakan kwafi shi kuma in liƙa shi cikin sabuwar taga mai bincike. Ba tare da bin diddigin kamfen ba, ana yin rikodin hakan azaman a kai tsaye ziyarci rukunin yanar gizona, ba ziyarar da ake magana ba.

UA ta ba ku damar canza saitunan tashar ku kuma saita doka cewa duk wani baƙo da ya zo tare da takamaiman sigogin UTM ana iya danganta shi azaman mai neman hanyar sadarwar zamantakewa. Wannan ba ya wanzu a GA4, don haka idan kuna son auna ƙoƙarin kafofin watsa labarun ku, ya kamata ku tabbatar da duk hanyar haɗin da kuka rarraba tana da. UTM yakin neman zabe. Wannan zai ba ku damar yin rahoto daidai ta hanyar yaƙin neman zaɓe bayar da rahoto maimakon hanyoyin GA4 na ƙayyadaddun ra'ayin kafofin watsa labarun.

Shawarata ita ce daidaitawa utm_medium=social da amfani utm_source don tantance sunan dandamali, yayin utm_campaign za a iya amfani da su don bambance tsakanin biya, profile link, Organic, da dai sauransu.

  • source yana nufin asalin zirga-zirga. Game da kafofin watsa labarun, tushen zai kasance dandamalin kafofin watsa labarun, kamar Facebook, Twitter, ko LinkedIn.
  • Medium yana nufin nau'in zirga-zirga. Game da kafofin watsa labarun, matsakaici zai kasance social.

Ga misalai:

  1. Kafofin Watsa Labarai na Zamani:
https://martech.zone/blog-post?utm_source=facebook&utm_medium=social&utm_campaign=organic-post
  • utm_source: Yana bayyana tushen azaman dandalin sada zumunta (misali, Facebook).
  • utm_medium: Yana ƙayyade matsakaici a matsayin "social" don nuna ta daga kafofin watsa labarun.
  • utm_campaign: Ya sanya sunan kamfen a matsayin "Organic-post."
  1. Tallace-tallacen Social Media da Aka Biya:
https://martech.zone/ebook-landing?utm_source=instagram&utm_medium=social&utm_campaign=paid-ad
  • utm_source: Yana bayyana tushen azaman dandalin sada zumunta (misali, Instagram).
  • utm_medium: Yana ƙayyade matsakaici a matsayin "social" don nuna ta daga kafofin watsa labarun.
  • utm_campaign: Ya sanya sunan kamfen a matsayin "addi-da-biyar."
  1. Mahaɗin Bayanan Bayanan Social Media:
https://martech.zone/?utm_source=linkedin&utm_medium=social&utm_campaign=profile-link
  • utm_source: Yana bayyana tushen azaman dandalin sada zumunta (misali, LinkedIn).
  • utm_medium: Yana ƙayyade matsakaici a matsayin "social" don nuna ta daga kafofin watsa labarun.
  • utm_campaign: Sunan kamfen a matsayin "profile-link."
  1. Abubuwan da aka Raba akan LinkedIn:
https://martech.zone/case-study?utm_source=linkedin&utm_medium=social&utm_campaign=organic-post
  • utm_source: Yana bayyana tushen azaman dandalin sada zumunta (misali, LinkedIn).
  • utm_medium: Yana ƙayyade matsakaici a matsayin "social" don nuna ta daga kafofin watsa labarun.
  • utm_campaign: Ya sanya sunan kamfen a matsayin "Organic-post."
  1. Haɗin gwiwar Masu Tasiri:
https://martech.zone/product-landing?utm_source=instagram&utm_medium=social&utm_campaign=influencer-collab
  • utm_source: Yana bayyana tushen azaman dandalin sada zumunta (misali, Instagram).
  • utm_medium: Yana ƙayyade matsakaici a matsayin "social" don nuna ta daga kafofin watsa labarun.
  • utm_campaignSunan kamfen a matsayin "influencer-collab."

Douglas Karr

Douglas Karr shine CMO Bude INSIGHTS kuma wanda ya kafa Martech Zone. Douglas ya taimaka da yawa na nasara MarTech farawa, ya taimaka a cikin ƙwazo na sama da $5 biliyan a Martech saye da zuba jari, kuma ya ci gaba da taimaka wa kamfanoni wajen aiwatar da sarrafa sarrafa tallace-tallace da dabarun talla. Douglas ƙwararren ƙwararren dijital ne na duniya kuma ƙwararren MarTech kuma mai magana. Douglas kuma marubuci ne da aka buga na jagorar Dummie da kuma littafin jagoranci na kasuwanci.

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