Social Media Tools: Monitoring, Analysis and Reporting

Social Media Tools for Monitoring – Analysis and reporting with software is a big topic for many people, because what is the point of investing in Social Media Marketing if nobody monitors the activities? From the advance planning of content and activities around the clock for active social media presence to tracking the performance and meaningful insights of customers and campaign content – these are the best social media tools for monitoring & reporting.

Tip: You can find more tips here: Social Media Software

Hootsuite – Cheapest supplier

Identify, win and retain customers. Get more out of your social media activities with Hootsuite.

  • Hootsuite
  • Price from 25 Euro / Month
  • for 10 social media profiles and 1 user

Zoho Social

Zoho Social is a complete social media management platform for companies and agencies. Manage multiple social networks, schedule an unlimited number of posts, monitor keywords, and collaborate with your team – all from a single dashboard.

Agora Pulse

Plan contributions in advance, get reports and of course check the engagement of your followers and fans, Agora Pulse can do everything.

  • Agora Pulse
  • Price from 89 Euro / Month
  • for 10 social media profiles and 2 users

Sprout Social

  • Sprout Social
  • Price from 99 Euro / Month
  • for 5 Social Media Profiles


  • Sprinklr
  • price: On request (individual)


  • eClincher
  • price: From 59 $ / month
  • for 10 social media profiles and 1 user


  • Sendible
  • Price from 24 Euro / Month
  • for 12 / 192 services and 1 user

Social Report – Most Social Media Profiles

  • Social Report
  • price: From 49 $ / month
  • For 5 users and 25 social media profiles


  • Digimind
  • price: On request (individual)




  • Brand24
  • price: From 49 $ / month
  • for 5 keywords and 5 users


  • StatusBrew
  • for 10 social media profiles and 3 users


  • Nuvi
  • price: On request (individual)


Monitoring: Why Social Media Monitoring?

Social media monitoring is important, because in the end there must always be profits. Social media campaigns are never automatically successful. Previous experience is always combined with live experience, how does the target group react at the current moment? Based on this basic information, a social media agency develops concepts to make social media channels, advertisements and community management as effective as possible so that the company is in the black at the end of the day.22

Monitoring the successes – Facebook, YouTube, Instagram and Co

However, social media monitoring is extremely different. There are areas in influencer marketing that can hardly be monitored at all. The last action, for example, coupon codes in Instagram Postings. No direct links can be placed here and therefore clicks and sales cannot be traced. Of course, this is a big problem for many companies who are also building reach with the promotion through influencers. At the same time, there are options such as Facebook ads that can also be switched to Instagram, which are extremely accurate in report thing and monitoring. So accurate that even many critics are concerned about privacy, after all, advertising is becoming increasingly personalized. Here, paths can be traced extremely precisely so that you know and see exactly who likes your own brand, who buys the products, who is interested in similar products, how old the people are, where they come from and what their interests are.

The evaluation in monitoring is so different. If you really want to deal with this topic, you should start directly with software. The subject of monitoring is so diverse and special that it cannot be explained in a few paragraphs. The best recommendation is therefore Learning by Doing and YouTube videos! Add a portion of cleverness and the monitoring can begin.

KPI – Key Performance Indicator

There is only one term for measuring success in business management: key performance indicators. The so-called KPIs document the degree of fulfillment. In online marketing, these are primarily the conversion rate, which provides information on sales or contracts, the click-through rate (CTR), with a statement on the proportionality of clicks achieved in comparison, up to the interaction rate, the engagement rate, which indicates how many reactions there were to certain media content, and up to the response rate, which provides information on how many responses there were to a certain action.

Let’s take another look at the different KPIs:

Interaction Rate – Engagement Rate

The interaction rate or the commitment of the users plays an important role in two areas in particular. On the one hand, in monitoring, i.e. the measurement and evaluation of success following campaigns.

The formula for calculating the interaction rate:
( Likes + comments x 5 ) / Views = commitment</block quota>(
You can adjust the value x 5 as desired, upwards or downwards. More about Intercation rate

Click Rate – Click Through Rate CTR

The click through rate (CTR) is an extremely important indicator in reporting and monitoring. As a key figure, the click rate provides information about the relation between the views, the so-called sightings, and the clicks. The higher this percentage, the more successful the campaign.

  • A social media posting reaches 1,000 people,
  • of which 50 click on the offer,
  • gives a click rate of 5%

The click rate formula:
Impressions (views) / clicks = click rate</block rate>
More about Click rate

Conversion / Conversion Rate

For the interaction rate or the engagement, the conversation with the own target group is a decisive success factor for your social media marketing. Conversation is the basic model in media studies. By exchanging information, novelties, innovations, all conceivable forms of information are disseminated.

More about Conversion Rate

Response Rate – Response Rate

The response rate indicates the response rate to a particular campaign and, when comparing several campaigns, which success factors can be derived from it. The response rate can have very different reasons, a simple example would be a marketing survey sent to 1,000 companies. If 400 questionnaires came back, the rate would be 40%.

The formula for calculating the reaction rate:

( received / sent ) * 100 = Response Rate

More about the reaction rate

Influencer Monitoring

Influencer monitoring can be difficult in some cases. In other cases it is again relatively simple. Ultimately, the best way to monitor influencers is to have direct access to the statistics and analyses of each influencer. Of course, this is not always possible, so most influencers usually send screenshots of statistics. You can then use social media software to offset and check these in parts. In principle, however, the aim is not only to equip influencers with free articles and products, but also to report the actions and interactions in a sustainable manner. Just as with advertisements, the ultimate goal is to separate successful influencers from less successful ones so that long-term collaboration only begins with influencers who ultimately provide conversion.

The simplest and most effective way is to use so-called short links. Short links are then placed below the postings, e.g. in the YouTube description, the description below the Facebook posting and of course as a Swipe Up link in the Instagram Stories. In the back end of the short link provider, you can see in the statistics how often the user clicked. If you work with 20 influencers, you can compare all influencers after 30 days. Just write down the costs and the clicks next to them. From this you can calculate how much you paid for a click. The influencers with the most successful campaign will then continue to be booked. The tracking and reporting of influencer campaigns is as simple as that.

You have learned how to calculate the click rate before, with a small variation you can calculate the click price.

Calculation and formula for click price

  • Costs / Clicks = Click price

Let’s look at the comparison in a simple example:

  • Influencer A costs 2.000 € for 250 clicks = 8,00 € per click
  • Influencer B costs 10.000 € with 500 clicks = 20,00 € per click
  • Influencer C costs 7.000 € for 800 clicks = 7.20 € per click

As a result, the campaign with Influencer C would persist.

Of course there are other factors, but these are the basics. Of course, there are other factors that are important for the valuation:

  • Impressions, reach in the community
  • For major influencer branding and positive image
  • Conversion Raid, Closings after click

Reporting and monitoring software

If you are more interested in monitoring in social media marketing and want to work with analysis methods of a sSocial Media agency, then we recommend you take a look at Social Media Software. Especially on our large articles on the subject: Short link for tracking and monitoring – advantages

On you can generate short links. We have already written extensively about shortened links and their advantages in tracking and monitoring in our Social Media Blog. What makes shortening from the left so useful? is a project of Hootsuite, a popular software for advance planning of social media postings. It shortens links and creates space for important things!

Short links for monitoring and reporting

Shortening the links has several advantages, for example there is more space for the description. If the links are very long, as with search masks and result pages, which also contain cryptic IDs, two or three lines are used directly in the social media network. If only two or three lines are displayed in the preview of a posting, of course a lot of space is wasted immediately, which can be used for other media content, from call-to-action to enumerating the advantages. A further unbeatable advantage in the use of shortened links is tracking and monitoring as described. While link sources from social media networks are usually difficult to evaluate because there is no direct relationship to the online shop, shortened links help to evaluate how many clicks a particular influencer or posting had. You create a user account, you will see all abbreviated links in the overview here. This makes it possible to estimate which person generated the most clicks from a particular campaign. Of course, this also works with your own postings. If you publish a link to your blog every day or to another source, you can convert it into a short link every day and later, after 30 or 60 days, make an evaluation of which content was clicked most often. The click-through rate, one can then draw comparisons and share certain content less, but focus on sharing media content more frequently that is relevant to the community and is clicked frequently. Thus the own social media channel can be constantly optimized on the basis of codes links.

Short URL Service: Tracking and Monitoring + Convert for Free

Short URLs make it possible to shorten very long URLs, which serve as links for social media postings, extremely. This leaves more space for the description and the text. There are now many providers of so-called short URLs. Almost all of them are 100% free and compress the links accordingly for free. If you frequently need such a short URL, it is of course worth creating a user account, because this is where the various links are stored. But what is URL used for in social media marketing?

Short URL creates more space for text

As described before, one of the advantages of a short URL is the creation of space for more text. In social networks you only have a limited number of text that is displayed directly below the posting. Anything beyond this specific amount of text, which is individual to each social network, is hidden and must first be actively retrieved by the click of a user. Because usually only 2 lines of space are available, depending on YouTube or Instagram, that is, use on computer or smartphone, until this amount of text naturally varies.

In the end you need text to be able to set accents in call to action, for example. This requires space, e.g. to highlight the USP, the Unique Selling Proposition, the ultimate advantage of your product or service. And yes, they only have two lines for it. In order to place the most important information as well as the link within these two lines, URL must be shortened with free platforms. This leaves more space, e.g. for Emojis!

Short URL helps in influencer monitoring

URLs are often used for tracking, reporting and monitoring Influencer Marketing actions. The big problem with many Influencer campaigns, e.g. on Instagram but also on TikTok, is that you can’t place a link under every posting that is directly clickable. Of course, very few users will copy the link to their smartphone, close the app, open the browser and paste the URL there. Ideally, a URL must always be directly clickable. Although it doesn’t work in all networks, most of them offer links by placing them directly, e.g. Facebook but also YouTube. Instagram has also adapted a little and now at least allows the placement of links in Instagram Stories. Instagram Stories do not appear in the user’s typical timeline, but are content that can be streamed separately for 24 hours. These Instagram Stories are usually used much more frequently, up to 15 or 20 times a day.

Links can be placed on all these paths. Of course, the evaluation is important in the end, including the click rate, for example. In order to make statements about the clicks and also about the further course of the visitor sources, the short URL can be used. This link has two decisive advantages:

  • clicks are exactly countable
  • Visitor history can be traced back to each individual source, thus sales can also be specifically allocated

Each individual blogger or influencer is assigned a URL. Because each individual influencer has a single, individual URL, successes can be accurately recorded and evaluated. These results of the Monitor Wing can now be used to make comparisons between influenza cases. Which influencer got the most clicks? Which influencer has generated the most sales? You can answer these questions thanks to the short URL.

Create short URL for free – Recommendations

Creating a short URL yourself is not difficult. All you need is a free online platform. Here we have some good recommendations for your social media marketing:

Live Stories – Video Marketing on Facebook, Snapchat and Instagram

Life stories are short postings, usually small photos or videos, with a maximum length of 15 seconds. Some live stories take a little longer, of course, but most are very short, 5 seconds. Life stories are used to document everyday life. While postings in the timeline are very obvious and stored for a long time, stories are only available for 24 hours. Also, they are usually only seen by those who follow you. This means that life stories are much less in the public eye of social networks. In contrast to postings, which are usually made only once a day or only every two to three days, 10, 15 stories are made every day. From breakfast to the sports program comma to the job and of course to say good night. They’re life stories.

Tip! Stories Benefits for advertisements

Many people who work with influencers usually rely on booking postings. That means photos or videos will be published in the timeline. Stories are cheaper and you have the advantage that they leave a direct link. While Instagram Stories cannot be linked directly, i.e. visitors cannot be tracked, Instagram Stories can be placed on the left side of the page, which then refer to your own online shop or suggest another source of information. This, of course, makes it much easier to evaluate campaigns.

Since stories have been introduced, they have become more and more popular. Today, stories are used by many every day. Stories are the daily little tabloid, so to speak. What’s he doing, what’s she doing? What’s the latest trend? And it’s less about accurate information than about entertainment. Accordingly, the aspect of entertainment should also be considered by you in social media marketing. As a source of information, Instagram has a very different structure than classical media.

Click Through Rate (CTR) – Measuring Success in Social Media

The click through rate (CTR) is an extremely important indicator in reporting and monitoring. As a key figure, the click rate provides information about the relation between the views, the so-called sightings, and the clicks. The higher this percentage, the more successful the campaign.

A little extra tip, if you read this article, you will understand the entire basic model of ad management. At the end there is then the click rate for the evaluation and success evaluation of the individual campaigns.

Objectives of the clicks: Conversion

Why are the clicks actually registered? The ultimate goal of organic reach but also paid reach is to attract prospects or potential customers to online offerings. For example, to the online shop, where you can buy a new trend product, or to the newsletter Funnel, where you can register.

If you now compare different postings with each other, you draw among others the click rate as a success factor add. In this way, several postings or their successes can be compared with each other. A small calculation example for the calculation of the click rate:

  • A social media posting reaches 1,000 people,
  • of which 50 click on the offer,
  • gives a click rate of 5%.

Behind the click rate is the so-called conversion. Of course, it’s not only how many people click on the offer that matters, but also the corresponding country page, in the technical term Landing Page, must be optimized in such a way that the desired goals are achieved.

The decisive factor in the evaluation of postings and campaigns, whether social media advertising or advertising in search engines, remains the click rate.

Campaigns Level 1: Separation according to media and content

For real campaigns, up to 20 different media contents are often played off against each other in a split testing. These can be e.g. different photos, graphics, small videos or also longer videos. Each of these postings gets different descriptions, one video gets a very short and concise description, the second video gets a description with many emoticons and the third video gets a very detailed description. The same is not only tested with the videos against each other, of course also with every single photo and with every single graphic. The result is a multitude of different campaigns that are tested against each other, with sufficient media budget.

So the first campaign level looks like media content, against each other different levels are tested:

  • Photos and pictures
  • Graphics and image montages
  • Short videos, so called snack content, less than 10 seconds
  • Longer videos, between 10 and 30 seconds

In addition, different types and forms of descriptions are tested against each other. In the simplest form these can be e.g. the following forms:

  • Short description with few emoticons
  • Short description without emoticons
  • Short description with many emoticons
  • Longer description with, without and with many emoticons
  • Short description with capital letters, with, without and with many emoticons

Now not only different formats can be tested against each other, of course also the contents can deviate from each other and the formulations. Ultimately, hundreds of individual campaigns can be created theoretically and, of course, practically simply by changing the media content. How do you compare their success? The click rate is used here.

But we are not at the end yet, Facebook advertising, Instagram, YouTube and of course other social networks like Xing, LinkedIn, Twitter and many more, not only live from different media content when it comes to campaigns and advertisements, of course it is also about the target groups. Especially the precise targeting of target groups with selected media content makes social media advertising but also advertising on search engines so efficient and promising for brands, services and products. For this reason, campaigns are additionally split according to target groups.

Level 2 campaigns: separation of target groups and demographics

In the second level, blind testing directly goes even deeper, now the target groups are separated on the basis of demographic data, personal data but also information such as interests and affinities. The media content, which was already divided into individual clusters, is only expanded once more by the variable target groups. Thus a certain media content, e.g. photo or video, is matched with a certain type of description, longer or shorter, more or less emoticons, with a certain target group, male or female, 35 to 40 years, 15 to 20 years. This results in the individual campaign groups.

Not only personal data can be retrieved, but also age, gender and marital status. In addition, interests and hobbies can also be called up, so that automobile manufacturers address target groups that have a high affinity for certain vending machines. Depending on which pages or channels the users have marked with Like or which channels or users they follow, individual, targeted groups can be created.

It goes even further, not only personal data and interests, but also geographic data can be included in the campaign creation. Do you only want to reach people from the Berlin area? Do you only want to reach people from the United States? Should only people be reached who live within a 40 km radius of the New York metropolis? You can use any filter you want. You can even call up people in Los Angeles or in Hamburg who are currently there. For example, you can reach tourists in Hamburg and Los Angeles who do not actually live here. Wow. Wow.

Monitoring and performance evaluation by click rate

After a certain test period, which of course depends on the media budget, he can make statements about which campaigns were successful and which were not. If, for example, you equip each advertisement with a monthly budget of 5000 €, you can draw conclusions about the results relatively quickly. Media budget must be set directly high, especially for testing. Once the successful individual campaigns have been identified, the media budget can be reduced. And that’s why start-ups and smaller companies have to reckon with an entry of at least 2000 € per month in order to calculate meaningful results. Because in the end you pay with every euro of range, only by sufficient results conclusions can be drawn. If you want to compare e.g. 20 campaigns with each other, then the click rate helps.

Once again the basic formulas:

  • Impressions (Views) / Clicks = Click rate

Accordingly, individual values will be calculated for each individual campaign. These can be compared with each other.

  • Campaign AA ( photo motif 1, description 1, target group 1 ) reaches 5000 people, 100 of them click, click rate is 2 percent
  • campaign AB ( photo motif 1, description 1, target group 2 ) reaches 7500 people, 75 of whom click, click rate is 1 percent
  • campaign BA ( photo motif 2, description 1, target group 1 ) reaches 8000 people, 280 of them click, click rate 3.5 percent
  • Campaign BB ( photo motif 2, description 1, target group 2 ) reaches 3000 people, 450 of them click, click rate is 15 percent

If this small preselection is now evaluated, it can be concluded that the following campaigns were the most successful:

  1. campaign BB with 15%
  2. Campaign BA with 3.5%
  3. Campaign AA with 2%
  4. campaign AB with 1%

And from this we conclude as a social media agency or you for your social media advertising, the photo motif 2 was definitely better received than photo motif 1. The overall average of target group 2 had a higher conversion than target group 1.

The media budget for campaign AA, campaign AB and campaign BA will be cut accordingly. The surplus is then put into campaign BB.

2 hours Influencer Marketing: Free Video Course – Keys of Cooperation

New! Fresh! And 100% free! My new video tutorial about Influencer Marketing. With our new tool Social Analytics we make Influencer Marketing possible for every agency, every company, every online shop and every startup! To make sure everyone knows exactly how to do it and where the important adjustments are, I spent one week, every evening in the studio and recorded this two-hour video course with all the important facts about basics, definition, KPIs, campaign, planning, analysis, monitoring and much more.

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Free online course! Influencer Marketing Basics

Here is an overview of the different topics and focuses of the two-hour tutorial.

Introduction to Influencer Marketing


Development of social networks / social value

Social Network Ranking, Values of the networks

Classification and categories

Advantages Influencer Marketing


Software support in social media marketing on Instagram

Hootsuite / Screencast

Social Analytics / Screencast

Instazood / Screencast

Planning and implementation of an Influencer concept

Definition of the objectives

Applications / SA Hashtag Analyser

Qualitative and quantitative attributes of the influencer

Influencer Search / SA Research / SA Manager

Briefing for the Influencer




Offers for agencies / SA campaign planner

Monitoring / SA Monitoring


Introductionstrong> into influencer marketing

Definition: Influencer Marketing


Especially young people

Recommendation, Evaluation Opinion

High credibility


92% trust recommendations from people
(even if they don’t know her)
also PR:

95% of editors use search engines for their research

development of social networks / social value

Forums and pioneers like Ebay

First communities ( Myspace) and data transfers (Napster)

The Web 2.0: Permanent networking
Social networks have revolutionized the entire world

Bloggers and opinion leaders

Social Commerce: Referral purchases

Social Network Ranking, Values of the networks

Facebook: The giant for paid advertising

31 million users
19 million now active day

Overlay of news, groups, pages

Viral groups as an alternative

Advertising as a must
Even advertising slowly played out, overlay

youtube: Organic traffic with value

4 – 8 million frequently / regularly depending on survey

Long-term placement / calls

high involvement

SEO aspect

Instagram: Trends in seconds

15 million users active every month

People under 15 years over 30 min daily

Daily entertainment

Favourably compare Youtube / FB Ads

Classification and categorization of bloggers


5-10k are micro


100k+ can become idols

1M+ Stars

are the most popular:

Top Germany (Football, Youtuber, Lisa and Lena)

Normal influencers (fashion, lifestyle, sports)


Fashion, biggest topic







Animals, Pets

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w3> advantages Influencer Marketing

advantages in marketing

Desired target group
No Adblock
No control
Exact target group (data influencers)

Influencer marketing is credible
Bridging the distance to the consumer

High ranges
Pamela Reif 3.3 million
Vogue 200K, < 10%
Paola Maria 5.4 million

In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer

Purchase decision by age group

50% – 14-19 years

33% – 20-29 years

24% – 30-39 years

10% – 40-49 years

7% – 50-59 years or 3% 60 years +

Risks that arise

Offensive advertising does not work
Solution: product placement or storytelling

Vertigo with reach
Solution: Engagement / Interaction as hard currency

Software support Basics

hotsuite / screencast

Forward planning of content for different networks

Streams facilitate access to posts, scheduled posts, fans, interactions, etc.

Create social networks in seconds

Social Analytics / Screencast

Influencer Research (search by country, city, etc.) and the Influencer Report (profile and analysis)

Influencer List for management, grouping and always up-to-date data

Campaign Manager for fast processing of requests and offers (with forecasts)

Posting monitoring for success analysis and evaluation of campaigns and influencers

Hashtag Analyser examines millions of postings and shows you the most successful influencers and postings for a hashtag

Toplist Creator for trend content and search engine optimization as an extra for our customers!

Instazood / Screencast

Everyone talks about bots: What are bots?

How does a social bot work?

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Influencer concept: How do I create an advertising campaign with bloggers?>/h2>

Definition of objectives as a first step

Strategy at a glance

Definition of the target group / customer needs

Identification of topics, keywords and channels

Identification of the influencers

Goals and KPIs

Influencer analysis

Procedure of a campaign and important questions

What do you want to achieve with your campaign or influencers?

What should the influencers do for your brand?

What does the individual influencer get out of it / in return?

Who should contact the influencers, when and how?

Calculate range (impressions)

Calculate Impressions
Impressions of a posting = number of followers / 1.52
Impressions of a story = number of followers / 27.46

Assessing costs and success by means of ROI (Return of Invest)

ROI = Turnover achieved / investment for sponsored post
2.5 = 250 Turnover / 100 Invest

Heavy on Instagram, only one link

Tracking through codes

possibilities of the bloggers in the campaign

effect and emotionalisation

Reach and attention

Increase of brand awareness



forms of advertising from product presentation to unboxing

Product presentations

Product recommendations


Hashtag setting

Products (clothing) “wear

Direct sales (affiliate marketing)

Competition analysis and creativity process

Channels on IG

or Hashtag Analyser

Qualitative and quantitative attributes of the influencer

Qualitative characteristics of bloggers

Features from “Identification of influencers

Sex, age, look, interests, amount of influencers, min / max Follower

Its target group is A&O

Quantitative characteristics of bloggers

number of followers

Number of comments

Number of Likes and Shares

Focus: engagement and interactions
Engagement Rate = Number of followers / ( Likes + Comments * 2 )

Interactinosrates as a sign of quality and value

Up to 50,000 fans from 8-20% (top 25, 30%; average 8-12%)

50.000 – 100.000 fans from 6-14%

100.000 – 500.000 fans from 5-11%

500.000 – 1.000.000 fans from 4-9%

1,000,000 – 5,000,000 fans from 2 -6

5,000,000 – 10,000,000 fans from 1-4

fluencer search

Find influencers with the research tool from Social Analytics

Cities, countries, categories: Everything in one overview

Influencer Management and Groups

briefing for the influencer before contact

contact details
Company, contact person, e-mail, telephone

Campaign data
Customer, content

Tasks of the Influencer (Digital)
Postings, stories, videos, attendance

Tasks of the Influencer (Offline)
preparation, training, store visits

One-time, regular, duration / deletion?

Media usage
Countries, language regions, duration

Contents of the postings
Representation of the mark, marking, mention

influencer, client, PR / press, third party

contact: here we go!

General behaviour and guidelines

Via e-mail, short and sweet

Do not put pressure

take criticism seriously

personal dialog

Include content and ideas

Show interest in contributions

Link, comment on blogger posts

offer added value: exclusivity

exclusive offerings

unpublished information

for profiling in your own community

contract and framework agreement>/h3>
Basis: Briefing of the influencer

processing from booking to payment

Influencer posts photos / videos

Influencer stores media (posts, stories, etc.)

Send media data (monitoring)


offers for agencies in seconds

Campaign planning and prediction of reach, likes, comments

Price calculation of postings and stories

Monitoring to measure success

Influencer grouping for monitoring

Parameter input (mention, marker in image and hashtags)
Desired target group

Influencer marketing is credible

High ranges

In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer

Social Analytics supports the entire process

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Referral spam? Solution & Tutorial for your Google Analytics Account and FTP / .htaccess

Referral spam from landing pages like disturbs webmasters in their analyses, like in Google Analytics, enormously! But don’t worry, there are simple little tutorials that help to remove such spam from your own data. Already in June I wrote a small article about how to exclude spam pages via .htaccess. But since many people are working with Google Analytics, there is now a small update! I like to refer to the data of Ben Travis – who always updates the list of referral spam in his blog. There you can find all current sources of dubious visitors, respectively bots. Now to the crux: Remove referral spam in Google Analytics!

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exclude, remove and block referral spam

What is actual referral spam? I love the internet! There are new ideas everywhere, this brilliant idea is from Russia: Referral Spam. Resourceful developers create landing pages. Every small webmaster is of course happy about every backlink, look at it, lands on a landing page. Not a valuable link. No valuable visitor. Only a landing page and a bot that crawls the pages. The principle behind it is as simple as it is amazing: By cleverly linking pages, you as a website operator will of course become aware of the new, visitor sources. And of course you will risk a look at them. In the end you will end up on a simple sales page, landing page, etc. There you will find the typical affiliate offers: travel, medication, etc. So the whole trick is to get you as a webmaster on the sites and sell something. Chapeau! Great idea, really.

Whoever then wants to analyze his visitors will get falsified data, no matter if visitors, duration of visit, origin, etc. Therefore we want to exclude this spam!

Google Analytics, general filters against referral spam

Open Google Analytics Dashboard. Here we go. First open your Google Analytics account. Click on Manage > ‘Select account


Add filter and enter data

Here you now add all lines of code. After each filter you have to add it to the individual website views (next but one picture):

  • Filter type: User defined
  • referral-spam-google-anayltics-new-filter-remove-block-out-exclude-02-settings-establishment-setup

    Current list of spam pages

    You can find the latest list at Ben Travis from Viget. Meanwhile there are three small lists, because Google Analytics limits the input to 255 characters in the filters.

    #2 - UPDATE
    .*((best(websitesawards|\-seo\-(solution|offer))|get\-free(\-social)?\-traffic(\-now)?|googlsucks)\.com|(domination|torture)\.ml|((rapidgator\-)?(general) ?porn(hub(\-) ?forum) ?|4webmasters)\.(ga|tk|org|uni)|(buy\-cheap\-online)\.info).*
    #3 - UPDATE

    referral-spam-google-anayltics-new-filters-remove-blocking-excluding-07-apply website data

    Add all filters, collect

    Now you have created all filters and added them to the individual website views. Perfect.

    referral-spam-google-anayltics-new-filters-remove-block-exclude-03-create multiple-filters

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    Extra tip: Google Analytics: remove referral spam retroactively

    Whoever has now fixed everything to avoid being disturbed by link spam has taken the biggest step. In 30 days the standard records of the target group and visitors of the website will be ‘clean’ again. If you still want to take a look back, e.g. to analyze the current page, you can apply the filter to the current data view. You can see how to do this here. First step, click Target Group > Overview. There you add a + New Segment.


    Add filter and enter data

    Look at the screenshot of my Anaylitcs Accout. You exclude, as before, exactly the spam sources. This will ‘reduce’ your number of visitors (in the example on the right) to a real level, without bots.


    Here you do not create three individual filters, but connect all three lines of code (point 2) with an AND. Afterwards you save your filter. You can add it as a segment in every website view. For example, if you have several pages.


    Extra tip! Exclude the own IP (office, home, etc.)

    You still make up a large part of your visitors yourself? Your own traffic also influences the Google Analytics data. There is a great solution for this as well, you can remove your own IP (of course others as well) from the website data view. To do this, you create a general filter in Google Anayltics > Manage, just like in point 1. You assign these new filters to the individual records of the account.


    Now you have a small first season of great filters and much cleaner data to analyze your own website.


    Exclude referral spam via .htaccess – The current list 12/2015

    Unfortunately the wrong visits falsify your statistics. Therefore it is time to do something. How you can “protect” your website from this, also on pages and shops of your customers, is explained here:

    1. open / create your .htaccess
      Tip: No idea about .htaccess & Co? A free .htaccess generator is available here
    # block Russian referrer spam
    RewriteEngine on
    RewriteCond %{HTTP_REFERER} ^http://.*ilovevitaly\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*ilovevitaly.\.ru/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*ilovevitaly\.org/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*ilovevitaly\.info/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*iloveitaly\.ru/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*econom\.co/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*savetubevideo\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*kambasoft\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.* buttons\-for\-website\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*semalt\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*darodar\.com/ [NC]
    RewriteCond %{HTTP_REFERER} ^http://.*best-seo-software\.xyz/ [NC]
    RewriteCond %{HTTP_REFERER} ^http://.*adf\.ly/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.* get-your-social-buttons\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*rankings-analytics\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*alibestsale\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*o-o-8-o-o\.com/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*traffic2cash\.org/ [NC,OR]
    RewriteCond %{HTTP_REFERER} ^http://.*cyber-monday\.ga/ [NC,OR]
    RewriteRule ^(.*)$ - [F,L]

    done! Either way, you’re spam-free now (for now)!

    The following pages are the best known:

    • >em>>

    You can always find updates on new spam here.
    We are looking forward to new pages!

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Social media concept: How it works – brand, reach, monitoring

Strong social media concepts rarely include only a network or a social media strategy. What makes them so special is a perfect mix of different operational and strategic considerations for optimization. The first step always deals with the brand and its identity. Here, special emphasis is placed on the emotions and messages that your social media channel should convey to visitors and fans. There is no secret recipe, every project in social networks has its own demands. Step two is always the reach.

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brand and identity – Being distinctive

First of all, it is therefore important to become aware of yourself, your own brand and its effect on other people. Projects differ, as do their target groups. If you serve a young target group with your brand, product or service, it is advisable to choose a different mix of social media platforms than for older target groups. In general, the rule of thumb is that the younger the network, the younger the users.

Network mix based on target groups

While classic networks such as MySpace and StudiVZ have long since been off the market, new networks are conquering the market with new concepts. Especially on mobile devices Facebook & Co., communication, always and everywhere work. In the past, it was necessary to combine so many media and possibilities to provide the user with a multimedia experience. Today, social networks often start with only one purpose. Twitter was intended to distribute short text messages around the world. Instagram was designed to share pictures with friends. New social networks bring even more blatant ideas. Snapchat, for example, does not keep information permanently available. Postings are only visible to users once, and then never again. A new incentive that attracts especially young target groups. So the longer social networks exist, the more likely it is that younger users will migrate to alternative social networks. This can also be seen in the industry giant, where older users (for social networks) are particularly active. Facebook has become a synonym for social platforms on the web – that’s why there are now also older, few internet-savvy users. At the same time, Facebook probably has the most purchasing power of all social networks. In addition, it is one of the most mature platforms for social media marketing in terms of targeting and retargeting.

Media Plan: Who are you?

After the appropriate networks have been selected, clear capacities and topics are now defined. This means that the concept includes the frequency of interaction as well as the type. No matter if you can write a new post 3 times a day or only 3 times a week, it is important to deliver new content regularly. This way you strengthen your presence through a constant, evenly distributed flow of information. The second important factor are the topics of your postings in social networks. The easiest, most sensible way is still the classic question in marketing: What do I want to offer? What does my customer expect? With an intelligent mix of existing materials and the needs of potential customers, you can post relevant topics. For a jeweler this could be the cleaning of certain metals or materials, for a make-up producer it could be the regular styling tip. It is important to engage with the user and offer content with added value. Then visitors will interact with their contributions, link them and share them with friends. They in turn trust the information because it comes from friends. So choose wisely:

  • your target group on the Internet

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increase of range – media strategy

Increasing the range is sometimes a costly and lengthy undertaking. If you consider the important decisions from the first step, the choice of target groups, network and topics, as so often, a good foundation stone has already been laid. If you follow step 1 alone, you will sooner or later win fans and followers for your project with your personal or company fan page. With a deeper social media strategy, however, success in reach and interaction can be increased. The A&O for your fan page: Get users to interact with your content:

  1. Post of external, i.e. foreign content, is equally interesting for your fans
  2. use questions, address people
  3. Request user to actively comment


Everything else, more intensive, is difficult for individuals or companies to implement without a social media manager. Starting with interesting options such as retargeting through your own website, target-group-specific campaign control in Facebook Ads & Co. or monitoring. For these, more specific tools to increase reach, we always recommend an agency or a social media expert at your side.

Step 3: Social media monitoring – key figures and results

Let us now come to the evaluation of all measures, the monitoring. How much effort does which area, which action, which idea… and more importantly, what success do the individual concepts for growth and expansion bring? All this can only be determined through controlled operative work. The constant optimization and improvement of your own social media concept should therefore always be the top priority. Those who manage to understand their visitors and fans also know how to advertise for them and how to convince them themselves – no matter if it’s a product, brand or service. Social networks require a feel for the subject, again every job on the customer. Optimization is therefore always part of success.

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