What mobile metrics do you measure?

What metrics are currently missing from today's tools that measure social media marketing (campaigns)?

• I am trying to identify some metrics that could be important to any local business running social media marketing (campaigns) and they are currently unable to measure due to lack of platform/tools available that are not designed to measure those metrics.

• Answer:

  I saw a demo yesterday from a startup called Source Metrics that combines functionalities for publishing, listening, and campaign management all together WITH analytics and reporting capabilities. If the Source Metrics platform works as well as I think it's going to (my onboarding for the platform is next week) it could replace the need I have to use all kinds of social media publishing, management, and engagement tools. Specifically, I'm hoping it will work as well as Hootsuite, Bitly, Radian 6, and Google Analytics combined. One thing it's promising that will make my life a lot better is campaign attribution--every tweet, post, pin, etc. gets traced back to the proper campaign. The practical impact is that if you want to know what worked and what didn't, you can pin-point it down to the tweet. Helpfully, the tool also measures how much you spend and how much you earn in revenue per each marketing campaign, which should answer any nagging concerns about ROI of social media marketing. At the risk of sounding like the shamwow guy (but wait! there's more!), it also tracks all the touch points that led a prospect through the sales funnel, so marketers know the combination of things that worked. From my experience with Google Analytics, it seems to only give credit to the last touch, which is less holistic and less accurate. I haven't been this excited about a product in a long time.