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Measure clicks and ROI from Twitter posts

A week ago I was a co-speaker at a C2 Five Dollar Friday event. One of the last items I touched upon was how to measure traffic that comes from Twitter and other social media posts. I promised the group that I’d document the process.

Note: Get news on my expanded web design ROI workshops, to be held by C2 in Milwaukee and Madison.

Twitter As A Channel for Sales

It wasn’t too long ago that there were no definitive examples of strong positive ROI from Twitter. Since then several high-profile companies have publicized their successes. You might have read a recent account of how, according to Forbes and other sources, a division of Dell Computing has earned over $3 million from sales generated from its Twitter posts.

Here’s how your business can accurately measure direct sales — or track sales leads — generated by this powerful communication channel. All you need is a free Google Analytics (GA) account and the following new GA profiles (a special thanks to eConsultancy for their terrific post on this topic in May):

1.) Track all clicks from Twitter and major Twitter agents

a.) Add a new profile in Google Analytics

Name this new profile something like Twitter Traffic. If you’re creating this profile significantly later than the rest your Google Analytics set-up, you can add a date to the profile name. That will help you know how far back in time your results reach. In this case I haven’t:

Step 1

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