Many business are tapping into the value of social media. It operates unlike any other type of online marketing, and the rules are constantly shifting. With this shift in focus, web analytics vendors have started to announce partnerships or tools to integrate social media tracking into their product.
Companies using web analytics have to decide how they will track and measure their social media efforts alongside their online marketing and website traffic. How can social media be tracked in Google Analytics? How can a company compare their social media against their banner ads and cpc?
The short answer is, they shouldn't.
There are (at least) three reasons social media can't be tracked accurately in web analytics tools. Some kind of integration isn't intrinsically bad, but making web analytics software a one-stop source for measuring everything online is a mistake.