Google Analytics Integration

Connect Google Analytics to track: Social media traffic to your website, Conversions from social posts, Revenue attributed to campaigns, User behavior after clicking social links, ROI per post and platform. This closes the loop between social engagement and business outcomes.

Connect your Google Analytics 4 property: Go to Settings → Integrations → Google Analytics, Click 'Connect GA4', Sign in with Google account, Select GA4 property, Authorize Audenci access, Verify connection. Audenci can now fetch GA4 data for your social traffic.

Audenci automatically adds UTM parameters to links in posts: utm_source={platform} (instagram, facebook, twitter), utm_medium=social, utm_campaign={campaign_name}, utm_content={post_id}, utm_term={category_or_pillar}. This allows precise tracking in Google Analytics.

Customize UTM parameter format: Edit UTM template in Settings, Use variables: {{platform}}, {{campaign}}, {{post_id}}, Set default values for posts without campaigns, Preview UTM before saving. Custom templates ensure consistent tracking across your organization.

Example custom UTM template:
utm_source={{platform}}
utm_medium=social_media
utm_campaign={{campaign_name|default:organic}}
utm_content={{post_type}}_{{post_id}}
utm_term={{category}}

Track conversions from social posts: Set up GA4 conversion events (purchases, sign-ups, downloads), Link conversions to UTM parameters, View conversions per post in Audenci Analytics, Calculate conversion rate and ROI, Identify high-converting content and campaigns.

Understand attribution in Google Analytics: Last Click (default) - Credit to last touchpoint, First Click - Credit to first touchpoint, Linear - Equal credit to all touchpoints, Time Decay - More credit to recent touchpoints, Data-Driven - ML-based attribution. Choose model based on your customer journey.

Track user journey across platforms: User clicks Instagram post (first touch), Returns later via Facebook ad (middle touch), Converts via Google search (last touch). UTM parameters allow GA4 to connect all touchpoints and show social media's true impact.

View social traffic metrics in Audenci: Sessions from social media, Users from each platform, Pageviews per post, Bounce rate, Average session duration, Pages per session. Understand which social content drives quality traffic, not just clicks.

Calculate revenue from social posts: Import GA4 e-commerce data, Match revenue to UTM parameters, View revenue per post, campaign, platform, Calculate ROI (revenue - cost / cost), Identify most profitable content types. Revenue data proves social media's business impact.

Track assisted conversions (social posts that contribute to conversion but aren't last click): Assisted conversion value, Assisted conversion count, Assist/Last Click ratio. High-assist channels like social media often get undercredited in last-click models.

Create custom reports combining Audenci + GA4 data: Social engagement + website traffic, Impressions + sessions + conversions, Campaign performance + revenue, Platform comparison with business outcomes. Unified reports show complete picture from post to purchase.

• Always use UTM parameters on all links
• Use consistent naming conventions for campaigns
• Test UTM links before posting
• Review attribution model monthly
• Compare Last Click vs First Click attribution
• Track assisted conversions to show full value
• Set up conversion events in GA4 before connecting
• Calculate ROI regularly to prove social media value