Google Analytics is a free marketing tool offered by Google that generates detailed statistics about visitors to a website. According to the article, Capturing the Value of Social Media Using Google Analytics statistical web tracking information has become crucial for business planning and growth.
In a different article, Phil Mui, a Google Analytics group product manager, had this to say:
“Many social measurement tools focus on social listening by monitoring keywords and buzz. While they’re helpful in many cases, these tools don’t connect the dots to show how investments in different social channels ultimately lead to sales or business objectives…our goal with the new reports is to tie social activities and referrals to measurable, meaningful economic value so businesses can more effectively evaluate which social channels are impacting their bottom line, and which tactics will lead to measurable economic value.”
Social media has become the norm for socializing and also an important avenue for generating business. However, not being able to identify and get sale-tracking data can be a marketing dilemma. Now, with Google Analytics, marketing leaders have a way to measure real data that, in theory, will enhance their business model for growth and profitability
Sandy McIntosh, March 29, 2012