The maturity and widespread acceptance of social media marketing, combined with the expectation of being able to track everything in the era of big data, has created a lot of expectations.
It has also raised deeper questions about performance.
Using Google Analytics, we have the power to go deeper to prove the impact and value of our marketing efforts.
We should never start the answer to a question months into a social media campaign with “I think” when we have the capacity to know the impact of digital marketing activities for sure.
