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Social media measurement: Is Google Analytics getting it wrong?

econsultancy.com
When we send a tweet it?s reparsed and wrapped in any number of shorteners, passed through clients, through buffers,through dashboards and rss feeds, reposted and then retweeted ad infinitum. It stands to reason that a lot of it would get messed up along the way.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 45-47 | Added on Tuesday, 23 July 13 13:45:32
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460 came from our email newsletter, the Daily Pulse. 88 came from direct traffic. 442 came from ?other? (Organic, Google, PPC etc ? other trackable sources).  240 came from Twitter.  Which means that somewhere between clicking the link in a tweet and coming to the page, 203 people vanished.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 38-40 | Added on Tuesday, 23 July 13 13:44:41
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Even allowing for the occasional failure to load, I don?t think it would be unreasonable to assume that the vast majority of those people made it to the blog post in question, and would show up in analytics.  So I go to GA, and select content/all pages/ and drill down using the blog post ID number (you can see it in the url of each post: http://econsultancy.com/uk/blog/62029-five-reasons-why-qr-and-ar-won-t-take-off-on-the-london-underground ) Here?s the first post:  1,230 visits. And I?m expecting a minimum of 443 to come from Twitter.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 33-37 | Added on Tuesday, 23 July 13 13:44:29
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Given that the first tweet was retweeted 25 times, I?d assume a bare minimum of 25 extra clicks, depending on who retweeted, to how many followers, at what time etc etc, but for the moment I?m going to discard that and go purely on the people who clicked on our tweets.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 27-29 | Added on Tuesday, 23 July 13 13:44:12
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If I check in Twitter, I?m provided with figures showing how many people clicked on each of our tweets.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 24-25 | Added on Tuesday, 23 July 13 13:43:26
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Some of the traffic from clients like Hootsuite, Pocket or Instapaper will all be grouped separately (and keep that ?some? in mind).
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 21-21 | Added on Tuesday, 23 July 13 13:42:51
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But all T.co links don?t come from Twitter. Some are from Pinterest, and some are from Reddit, and some are from other mysterious sources, because occasionally people copy and paste them from Twitter to somewhere else.  So that figure is actually 9,605. Plus the 3,416 from ?Twitter?.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 18-20 | Added on Tuesday, 23 July 13 13:42:42
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If you attach any link to a tweet that is longer than 19 characters, Twitter will automatically wrap it in a t.co link. So we need to look at those as well:    10,443.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 16-18 | Added on Tuesday, 23 July 13 13:42:26
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If I go to ?All Traffic? and type ?Twitter? into the filter box, I should have my answer.  Here?s what happens if I do that for the period Feb 5th ? Feb 10th, 2013:  3,416 visits.
Social media measurement: Is Google Analytics getting it wrong? - econsultancy.com - Your Highlight Location 13-15 | Added on Tuesday, 23 July 13 13:42:18
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