How do you track website traffic from social media?

Google analytics plays a key role in revealing important data that we can use to measure, plan and execute marketing campaigns. Data such as traffic can be used to our advantage when creating and implementing marketing funnels.

Setting up Google Analytics is a MUST to help track website traffic from social media (and I have come across a lot of B2B companies that don’t have it installed). But even after you have implemented it, you need to review the analytics regularly (I like to review them at least once a month). If you’re not reviewing, how can you truly measure, plan, and execute any marketing campaigns?

Setting UTM parameters up properly and measuring them will allow you to measure leads effectively. It will also allow you to identify areas that need improvement whether that be your social media post or your website/ landing page. This data will be useful for improving lead generation for your business.

Tracking website traffic from social media is simple with UTM parameters—tags you add to your URLs to track campaign performance. They help identify the source (e.g., LinkedIn), medium (e.g., social), campaign (e.g., product launch), and more. This lets you see which posts, ads, or influencers drive the most traffic and conversions. Use tools like Google’s Campaign URL Builder to create customized URLs, then track the results in Google Analytics. This approach gives you valuable insights to optimize your social media strategy and boost performance.

Social media analytics give you crucial KPI's for setting new goals. I would recommend measuring these monthly so you can review your performance, measure success and plan your next campaigns effectively.

Outside of using Google Analytics and Social Media Management tools like Hootsuite and Buffer, to name a few, tracking website traffic from social media can also be done using the native analytics tools provided by each platform. Tools like LinkedIn Analytics and Instagram Insights give you valuable data on impressions, clicks, shares, and reactions your posts receive. (I like to review these at least once a month) These tools also provide insights into your audience’s demographics and interests, helping you better understand your reach. By aligning this data with your website traffic and goals, you can optimize your social media strategy for better performance and more impactful results.

The final step in tracking website traffic from social media is constantly testing and improving your strategy. By utilizing analytics tools and different techniques, you can identify what drives results and what needs adjustment. This lets you make data-driven decisions to optimize your content, timing, frequency, and targeting. Don’t be afraid to experiment with different post types, formats, calls to action, and incentives to see their impact on traffic and conversions. Continuous testing helps you refine your approach and achieve better results over time.

Optimizing our tactics and obtaining measurable outcomes depend on evaluating the success of our social media marketing initiatives. We must expand our online presence beyond social media because our website is our online showroom. We can reach a larger audience by directing traffic from our social media platforms to our website in order to promote our offerings, goods, or services. By strategically sharing material, we may establish ourselves as thought leaders in our field and build enduring relationships with our audience. I believe in adopting a comprehensive strategy that combines our website with our social media platforms.