Many social tools now embed clear, easy-to-use analytics. For example, it’s easy to see the number of impressions and engagements for my tweets on Twitter Analytics, and I can see how many people are clicking on my links if I use URL shorteners, such as goo.gl or bit.ly. When I want to track people across tools, campaign links are the way to go.
Urchin lives on in the familiar acronym that’s part of the five parameters for tracking a campaign. Google’s URL Builder will generate these links for you, but a savvy user should be able to discern when a site is tracking you and what information they’re collecting. Other companies also offer tracking services, and some companies have their own systems built in. Here are some examples:
Hootsuite Pro, the paid upgrade to Hootsuite, allows users to build custom campaign links for Google Analytics in the interface.
We will discuss measurement and analytics in greater detail on Wednesday.