Although many people still use Twitter.com, a large percentage of users do not. They could be using EasyTweets, or TweetDeck, or an iPhone app. This makes it hard to monitor who is coming to your website, and what they are doing when they arrive.
If they are on a site, your analytics will show that site (such as easytweets.com) as the referring domain. But if they are using a client app such as TweetDeck, these visitors will show as direct traffic.
So how can you track more accurately your Twitter traffic using Google Analytics? Treat it like a campaign!
Google Analtyics has a feature called URL tagging. Using it, you are able to track any online campaigns. The following is a list of the variables you’ll need:
- Source (utm_source). The origin of a referral to a website. When clickfunnels what is someone clicks on your link in a Google search result page, Google is the source.
- Medium (utm_medium). Together with source, they provide specific information about the origin of a referral. If you use AdWords to drive traffic from Google, the source is Google and medium is pay per click or AdWords.
- Campaign (utm_campaign). The dimension that differentiates product promotions such as “Winter Promo.”