Measuring the Success of Social Media Presence with Google Analytics: From Clicks to Conversions

Mano Weligodapola () and Chathurini Kumarapperuma ()
Additional contact information
Mano Weligodapola: International Business University (IBU)
Chathurini Kumarapperuma: SLIIT Business School, Sri Lanka Institute of Information Technology (SLIIT)

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 71-83 from Springer

Abstract: Abstract Social media platforms function as vital instruments that deliver brand exposure to customers while simultaneously producing financial revenue. Organizations encounter difficulties in moving their social media assessment forward from basic metrics such as likes and shares because of extensive platform usage. Through Google Analytics, businesses can convert basic social media metrics into actionable business insights that prove direct business results. Businesses need to monitor meaningful performance indicators that encompass conversions and sales, and customer loyalty, instead of superficial metrics. The approach requires businesses to track meaningful performance indicators, which include conversions and sales, together with customer loyalty, instead of superficial metrics. The method presented in this chapter enables companies to enhance their social media strategies and generate quantifiable outcomes. The chapter includes expert advice and major company case studies of Coca-Cola and Airbnb and provides practical steps for implementing multi-channel attribution models. Marketers can use this guide to analyze user behavior while setting conversion targets and developing a data-driven social media marketing strategy. Social media success requires organizations to move beyond visibility because they must convert engagement metrics into quantifiable growth that supports marketing objectives and investment returns.

Keywords: Google analytics; Social media metrics; Conversions; Attribution models; Customer journey; Data-driven marketing (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-95-7809-2_5

Ordering information: This item can be ordered from
http://www.springer.com/9789819578092

DOI: 10.1007/978-981-95-7809-2_5

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().