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Posted 29 February 2016 9:00 AM by Kevin Tyler @MoxieUSA, @kevntylr

No matter how digital marketers put it, chances are that their social content’s KPI is not measured in likes or shares, but in clicks. With the exception of awareness-oriented campaigns, calls to action depend on links as the vehicle from which success can be reported. And thanks to the analytics natively available right now across platforms, this vehicle too often arrives with tinted windows, hindering the ability to learn about the users who are driving click metrics — the very people responsible for success.

A solution that might immediately stand out is to invite third-party URL vendors into content marketing strategies. After all, that’s better than relying on the platforms’ one-size-fits-all link click metrics. But the problem with this approach is that each vendor holds a different piece of the puzzle, ultimately falling short of offering comprehensive link reporting. And of course there’s the added cost of such services to consider, not to mention the inefficiency of divvying up analytics time across a growing archipelago of reporting tools.

The onus of creating seamless reporting must be placed on the API’s source — the social platforms themselves. By breaking down the current clicks metrics into the insight-heavy offerings below, platforms can: (1) cut out the middle man, (2) help build marketers’ confidence on their user base and (3) attract campaign dollars in today’s pay-to-play media ecosystem:

Clicks by location

• Builds a heat map of which regions resonated most with the content, thereby enabling marketers to understand their user base and potentially uncover a valuable secondary market

• Informs geotargeting by removing regions unlikely to yield impressions

• Helps detect spam patterns by surfacing any disproportionate data, i.e., odd numbers of clicks where they shouldn’t be

Clicks by time

• Informs optimal content post timing by providing a rough but minable schedule of dayparts when users are likely to be active

• Helps marketers understand the average engagement lifespan of their content on the respective social platform

Clicks by IP address

• Bolsters existing remarketing strategies with additional and relevant users gained through social click-throughs


Clicks by device

• Although less valuable now that mobile is definitively king, it still helps confirm where users are and could inform creative executions

Efficiency breeds success, prompting famed management consultant Peter Drucker to prophesize, “What gets measured gets improved.” And there is certainly room for improvement. By having the key social players consolidate preexisting technology into analytics hubs that place greater valuation on URLs, marketers can help drive success for the brands they champion.

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