"The real issue is data fragmentation. Each social platform runs its analytics in isolation. And that's not even counting complementary tools such as Google Analytics for tracking conversions or a CRM for customer data. Pulling it together takes manual work (and guesswork). Even worse: attribution complexity. When a customer discovers you on TikTok, reads your LinkedIn post weeks later, visits your site, talks to sales, then converts. Which touchpoint gets credit? Most platforms default to "last click," undervaluing awareness-stage content."
"Use a unified analytics platform that pulls from Instagram, TikTok, Facebook, LinkedIn, X (Twitter), Pinterest, YouTube and so on, into one dashboard. This enables comparative analysis, comprehensive reporting and real strategic insight (not to mention the valuable time you will save). 2. Define ROI that matches your business Ask: What does a "win" look like for social media for your brand? Work backward from there."
Only 30% of marketers can clearly demonstrate social media's business impact to leadership. Social teams often cannot answer whether social media drives business results because data is fragmented across platform analytics, Google Analytics, and CRMs. Attribution is complex when customers interact across multiple touchpoints, and default last-click models undervalue awareness-stage content. Consolidating social metrics into a unified analytics dashboard enables comparative analysis, comprehensive reporting, and faster strategic insight. Teams should define ROI that matches the business, build an attribution model, calculate total costs beyond ad spend, and centralize planning, listening, and engagement.
Read at Social Media Today
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