How Do You Measure Social Conversations That Convert Later?

[OwenF]

Many useful social interactions do not produce an immediate click or sale. How do you connect replies, saves, profile visits, and direct messages with later conversions without overstating attribution? I am considering a mix of tagged links, post-purchase surveys, and changes in branded search rather than relying on last-click reports alone.

 

[i.ramirez]

I use tagged links where they fit, but the most useful addition has been a simple post-purchase question asking where the customer first heard about us. I also record social conversations in the CRM when a prospect identifies themselves. Then I compare assisted conversions and branded-search lift by campaign period, while treating those signals as supporting evidence rather than assigning the entire sale to one comment or message.