When buying traffic from any partner (e.g. Google, Bing, Yahoo, or even intext or email companies like Miva, Adconion, etc.) there is one thing you supply to them that is uniquely yours: the destination URL. Social updates, tweets, and emails that contain links to our destination sites also contain URLs that we provide as the originators of those updates we're sharing with our customers. This URL contains the parameters (if you choose to include them) that make it possible to later analyze the performance of your campaigns and adgroups in analytics. Many times, even when we think we've provided URLs with parameters to our traffic partners, or in a Tweet or Facebook share, we don't sometimes see the results in Analytics. Please let me know how often you've seen this issue, and what impact it may be causing.

Analytics do tend to be faulty at times, so I'd recommend (without overcomplicating things too much) having more than one platform for tracking your analytics, if possible. I use both HubSpot's analytics tools and Salesforce reporting, and often compare the two sets of results to check them against each other. Generally, though, you should be able to spot drastic changes in reporting and know that it was either likely caused by a big shift in your marketing efforts, or else there may be a bug in the system. Always double check that you set up your tracking tokens correctly too.

Answered 8 years ago

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