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return on investment in social media

The Misnomer of Traffic Source Reporting

by · December 31, 2012

Businesses that execute on the practice of measuring revenues, conversions and, yes, return on investment, especially as they relate to social media, primarily derive those measures using Google Analytics, or similar. And it makes sense. You either track online purchases and amend each purchase to include the traffic source (direct, organic search, paid search, Facebook.com, Twitter.com, etc.) or you do the same with conversions and backtrack the math to know what each conversion’s average value to your company is and you have fairly accurate reads on where revenue is coming from.

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