Apr 9 Posted 2 years ago
Agreed. It's improtant to remember that we are only establishing correlations, rather than direct facts. I think a lot of people have a difficult time remmebering this. You can still gain a lot of insights from correlations though.
I personally like the attribution modeling and assisted conversions tools in Google Analytics. Displays a little more information on when social media has played a role in someone converting.
Apr 7 Posted 2 years ago
Thanks Chris, very good outline of the social media - ROI problem. Most tools count metrics like shares and likes which can make you feel good, but don't have much monetary value.
We overcome these issues with ROI calculation by using a tool called Oktopost, which lets us track metrics like clicks and conversions. This lets us see which posts have higher engagment and generate leads, things we can translate in terms of value generated.
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