It is becoming more and more apparent how important social media is to the travel industry. Most of you are using it in some way or other, but the big question still remains: how do you track it? I found this article from econsultancy.com that might be worth a look.
With so many resources spent on social media marketing these days, the job of analyzing its effectiveness in the overall marketing mix is becoming more important.
If you’re using Google Analytics to track your site’s visitors and revenue, you’ll notice that by default you can analyze traffic mediums such as direct, organic etc, but what about social networks as a standalone traffic medium?
To achieve this level of reporting in Google Analytics and to basically tweak Google Analytics to create this traffic medium, you’ve got two options.