I wanted to keep the book at a strategic level for directors and CMOs, so I didn’t go into technical detail or documentation (otherwise, they won’t read it.) The goal is for them to know that it can be done (and assigned to staffers for implementation.)

If you have specific questions about stuff, let me know.

And here’s a question now!

> Section 8.5: “Conversions can be tied to these so you know Facebook produced 100 sales and the PDF produced 50…” – How can someone do this?

  1. Create a page for the product e.g., buy-my-book.html
  2. Add a tracking tag, e.g.,
    /?utm_source=facebook&utm_medium=email&utm_campaign=fb-june
    (where source is FB, medium is email, and campaign is your june posting in Facebook)
  3. Add the tracking tag to your URL, e.g., http://andreas.com/buy-my-book.html/?utm_source=facebook&utm_medium=email&utm_campaign=fb-june
  4. Use Bitly (or any URL shortner) to compress that long link so you get a short link such as http://bit.ly/17Y0Nme
  5. Use that link in your posting to Facebook.
  6. When someone sees the posting, clicks the link, and comes to the site, analytics will track that they came from Facebook. If they convert, it will report that as well.
  7. Do the same for PDFs, email links, Twitter postings, etc. Modify the tracking tag to identify each one.
  8. To see the results (conversions), go to your analytics program and look for conversions with the source “facebook.” (If you’re using Omniture, Coremetrics, etc., the details will be different, but the concept is the same.

(Note: the code and links are examples.)

Use this process for tracking your links in emails, social postings (FB, Twitter, Instagram, Youtube, Ploop, etc.), ads in FB or Twitter, links in PDFs, etc.

Tip: To write the tracking tag, use Google Analytics URL Builder (free secret tool at Google).