Tracking Marketing Campaigns on Twitter

You can’t be a Twitter user without having seen the loads of tiny URLs people are uploading, and noticing how company’s (and individuals) are using Twitter as a platform for social media marketing.

Many marketers update their status including a URL pointing to  a promotional page, or a product page, offering discounts or other specials.

If this is something you are interested in doing for your business, you obviously will need to know how it all pans out. Is it adding value? Are people visiting? Can you improve on it?

Obviously, the referrer section of Google Analytics will tell you any traffic coming from Twitter. It will be listed as a discrete referrer in your referral report.

However, tinyURLs from Twitter might also be copied and emailed to others. Then, when people click on the link, you won’t be able to tell that the URL originated in Twitter. Also, if you are doing multiple campaings in Twitter, you won’t be able to distinguish between which visitors clicked on which of your Tiny URLs.

If you think this is an issue for your site, what you can do is use the typical Google Analytics campaign parameters, to identify a specific URL for this Twitter campaign, and then anyone who uses this URL, wherever they use it, will be matched to their particular campaign.

The steps to follow/remember are:

  1. Just as you make unique campaign URLs for each different keyword, source and medium in your other online campaigns, make sure that each Twitter URL is unique. Make sure that you use all the parameters in Google analytics to ensure you can distinguish between different Tweets.
  2. Shorten the URL using a service such as
  3. To find the traffic in Google analytics, check out the ‘All Traffic sources’ report, and your Twitter source should be there (the name will be exactly as you outlined it in your URL).
  4. Like with any online marketing campaign, remember to have a relevant landing page, with an obvious conversion. If you have goal conversions set up on site, you can see exactly how valuable your Twitter campaign has been.
  5. If you are doing a lot of Twitter campaigns, you might want to set up a Twitter profile for your website in Google analytics, which simply copies your existing profile, and filters it withTwitter as the source. This way you can more easily drill down into the behaviour of Twitter users.
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