A screenshot of a Google Analytics dashboard showing traffic acquisition.

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Website traffic from social media
Tracking website traffic from social media is paramount for illustrating the tangible impact of influencer marketing on overall business success. This influencer marketing metric links social media activities and website visits, showcasing the effectiveness of influencer campaigns in influencing potential customers to consider your brand by visiting its website.

Moreover, by monitoring website traffic, businesses can better czechia b2b leads understand the effectiveness of their marketing efforts and make informed decisions to achieve their KPIs. Home Depot, for example, partnered with the fashion blogger, The Mother Chick, to promote its products via tracked URLs.

Screenshot of fashion blogger, The Mother Chick, promoting Home Depot products on Facebook.

Using tools like Sprout Influencer Marketing enhances precision in tracking website traffic. Marketers can leverage the tool to add UTMs and platform pixels or create custom URLs. For instance, implementing UTM parameters becomes crucial on Instagram, where clickable links are limited.

In fact, 50% of marketers track link traffic from social media posts (e.g., Link in Bio) or use promotion codes, while 45% analyze increases in website traffic during/after campaigns to measure the effectiveness of their influencer marketing campaigns according to the Q3 2023 Pulse Survey.

You can also use Google Analytics for social media reporting and influencer marketing metrics. Within Google Analytics, social teams can visualize web sessions attributed to specific social channels, providing a clear day-by-day breakdown. Marketers gain insights into the effectiveness of their influencer campaigns by discerning between traffic from Instagram bio links and Instagram Stories.

Conversions
Conversion is the successful completion of a predetermined goal, signaling that the collaboration has influenced the audience to take a specific action.