Social Media
I create and manage social media advertising campaigns that drive engagement, brand visibility, and conversions across platforms like Facebook, Instagram, and LinkedIn. By targeting the right audiences with compelling visuals and messaging, I optimize ad performance and budget efficiency. I use analytics tools to track results, A/B test creatives, and refine strategies based on performance data to ensure maximum impact and ROI. Read below for a short overview:
Tracking Paid & Organic Social in Google Analytics (GA4)
GA4 can show how both traffic types perform on your site.
1. Acquisition Reports
Organic social traffic will typically show under:
Traffic source → Default Channel Grouping → Organic Social
Traffic source → Default Channel Grouping → Organic Social
2. UTM Parameters for Better Tracking
To track your paid social campaigns accurately, use UTM tags in your ad URLs.
Example UTM link:
https://yoursite.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale
https://yoursite.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale
UTMs help you:
- Identify which platform (source)
- Know if it's paid or organic (medium)
- Attribute performance to a campaign (campaign)
- Identify which platform (source)
- Know if it's paid or organic (medium)
- Attribute performance to a campaign (campaign)
3. Key Metrics to Watch in GA4
- Users / Sessions: How many people came from social
- Engagement Rate: How interactive visitors were
- Conversions: Whether they completed a goal (e.g. purchase)
- Bounce Rate: Whether they left quickly without interaction
- Revenue: How much was generated (if e-commerce is set up)
- Engagement Rate: How interactive visitors were
- Conversions: Whether they completed a goal (e.g. purchase)
- Bounce Rate: Whether they left quickly without interaction
- Revenue: How much was generated (if e-commerce is set up)
