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Clare Hopping

Buffer’s Integration with Google Analytics: A Recipe for Marketing Success

Clare Hopping
Buffer’s Integration with Google Analytics: A Recipe for Marketing Success

If you’re a premium Buffer user, you may have noticed some of the app’s new analytics tools for boosting your long-term marketing efforts. Let’s take a look at some of these recent changes to the platform and explore how they can supercharge your social media marketing campaigns.

In an attempt to attract more marketers and organizations managing multiple social accounts, Buffer has reinvigorated its analytics capabilities, adding the tagging function on Google Analytics to help monitor multiple inbound parameters as its highlighted marketing feature. The app has also introduced enhanced filters to help you learn more about your posts and followers.

Fully Aligned Marketing Efforts

Just like any good marketing plan, social campaigns should always be aligned with your business’ goals. As such, you should track their progress in the same way you would with a traditional marketing campaign to ensure that you’re reaching your targets.

Now that you can add Google Analytics accounts to your existing Buffer account, it’s easy to confidently align any social strategies with your wider marketing initiatives -- either in SEO or paid search - by using the same tracking information that you’re using in other campaigns.

Buffer and Google Analytics

You can then gauge your progress directly through your Google Analytics account, measuring it against other campaigns to ensure that each of them are meeting your marketing objectives - or to see where one lags behind the others.

Track All Twitter Activity

It will come as a relief to many that Buffer no longer limits your analytics to just the tweets you’ve created within the app. The platform’s new functionality lets you view the stats and analysis behind every Twitter post on a given account from your Buffer dashboard - whether you used Buffer to create them or not.

Unfortunately, the same function isn’t yet available for other Buffer-supported social accounts like Facebook and LinkedIn - analytics on those posts are still limited to the ones you created on the platform. Still, the ability to track everything and anything Twitter-related in one place is a huge step forward, consolidating your analytics into one comprehensible source.

Enhanced Filters to Monitor Your Growth

By now we’ve all heard plenty about how different types of posts engage with different (and sometimes bigger) target audiences. That’s why Buffer has made it easier than ever to analyze which posts make the biggest impact, whether they’re pictures, links, or just plain text. By selecting the new “followers” link in the activity tab, you can see how many followers you’ve gained or retained each day, which you can then plot against the number of posts, favorites, mentions, or clicks on the social media pages linked to your Buffer account.

This last part is crucial to a successful social marketing strategy because it provides a crystal-clear visualization of your brand’s performance, allowing you to more effectively track which post qualities and quantities are best at boosting your follower count and stickiness.

Other recently added filter options include the ability to rank your posts by popularity, letting you view them in order of least or most viewed, shared and commented.

And these rankings often offer valuable insights. For example, image-driven posts may garner more favorites, text-only posts could earn more retweets and links might bring in new followers. Regardless of your social objectives, you’ll surely want to use these insights to mold your ongoing strategy, produce more of the posts that seem to be working and minimize those that don't.

Want to see how your posts performed within a given range of dates? Buffer's premium analytics now feature just such an option, comparing your social performance to any campaign you’ve run on your other marketing platforms or simply observing performance during different months to see when and where you could earn quick wins.

Buffer Analytics

Sharing Data

If you have a premium Buffer account, you can now download data and share it with colleagues; anyone without access to Buffer can track your brand’s performance, provided that you give them permission. It's a great way to foster collaboration between departments in your organization, boosting your marketing efforts and ensuring your social objectives are in-line with the company’s overall business strategy.

What All This Means for You

Ultimately, the ability to enhance your brand’s social tracking means you can far more effectively identify patterns in your social activity, whether you’re trying to form a unique social strategy or shape a broader content marketing schedule. Either way, premium Buffer analytics promise to pave the way for brands of all shapes and sizes towards SEM success.

Have you had a chance to take a look at the new features in a premium Buffer account? What do you think? Please let us know in the comments.

Image credit: Jason Howie & Canva.

Clare Hopping is Editorial Director at digital content marketing agency L&T. She’s responsible for defining and rolling out the content strategies of client blogs, managing the team of writers and ensuring all content is in-line with the brand to meet marketing objectives. She’s been working in the digital publishing space for more than 10 years with her specialist subjects in technology and recruitment. You can find Clare tweeting and blogging on LinkedIn.

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