Businesses May Be Under-Reporting 80% of Their Social Media and PR Traffic by Not Tracking 'View-Through,' According to Tealium

Standard Web Analytics Packages Unable to Detect Large Majority of Social Media Traffic

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The study shows that marketers measuring the impact of their social media marketing and online PR based on existing analytics tools are under-reporting their performance by 80 percent

San Diego, CA (PRWEB) May 6, 2009

Tealium, a provider of high-end, results-oriented Web analytics integration and consulting, today announced the results of a new study revealing that businesses are grossly under-counting their social media and PR traffic by not measuring "view-through" traffic.

According to the study, only 20 percent of visitors to web sites from social media and public relations are the result of a direct click. The remaining 80 percent are from "view-through,", which measures traffic from Internet users who come to a site after viewing a piece of social media or online PR content that either did not contain a direct link to the site, or did not acquire the user as a result of a direct click from the content.

The study was conducted from a sample of over 15 sites using Tealium Social Media, the first and only service for measuring the ROI of social media and online PR, including tracking view-through traffic.

"The study shows that marketers measuring the impact of their social media marketing and online PR based on existing analytics tools are under-reporting their performance by 80 percent," said Ali Behnam, Tealium co-founder. "View-through reporting provides marketers with a true measure of social media and PR success."

"This study shows why marketers who are serious about measuring the ROI of social media need to use view-through measurement in addition to existing click-though measurement," said Erik Bratt, CEO of Engage Social Media, a social media and public relations agency focused on monitoring and measurement. "We've been using Tealium Social Media for several clients with great success. It has improved our reporting and helped us make more actionable decisions."

Social media and online PR traffic to a web site can be categorized into one of three scenarios:

  •     The social media outlet provides a direct link to a site and the visitor clicks the link - this is what is currently measured by existing analytics tools
  •     The social media outlet provides a direct link to a site, which is not clicked on, but the outlet still generates the interest for a future visit
  •     The social media outlet does not provide a direct link to the site and all traffic generated will be indirect and occurs as a view-through.

Using its patent-pending process, Tealium Social Media provides measurement around all three scenarios.

Tealium Social Media is easily integrated into all popular web analytics solutions, including Google Analytics, Yahoo! Web Analytics, SiteCatalyst, WebTrends, Coremetrics, NetInsight and others. The integration lets marketers get an apples-to-apples comparison between their Social media marketing, online PR, and other marketing channels such as pay-per-click and banner advertising.

More information can be found during the eMetrics San Jose conference at booth 16 or from the Tealium web site at http://www.tealium.com/products/social-media/.

About Tealium

Tealium was founded in March 2008 in order to provide high-end, results-oriented Web analytics and digital marketing services to clients. Its co-founders have over 25 years of combined industry experience and have consulted for many Fortune 500 companies such as Pfizer, Verizon Wireless, Hasbro, Cisco, Best Buy and more. For more information, visit http://www.tealium.com.

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