While more difficult than the standard metrics for digital advertising ROI, Cross Channel Analytics are worth the added effort and cost. It is not uncommon for an ad on FaceBook to be clicked and then on the next few pages the customer is led astray while eventually making the sale. Few customers click on an ad and then make their way directly to the page where the sale is made but, traditional metrics measure that click and then measure a sale and draw a line directly between the two.
Cross Channel Analytics measure the intervening steps between the sale and the initial click onto the site. The metric will measure research the customer doe, and the distractions that the customer has to fight through on the way to the sale. These metrics will also better allow the social media agency to know where a customer went astray and how to combat that distraction. This notion is Funnel Analysis and it is necessary to know how to refine early funnel and late funnel pages.
A more comprehensive analysis will also allow brands to identify unnecessary links within the funnel. The question is one of attribution, which links are doing the best work and which are the least responsible for getting the customer to a conversion. The social media agency needs to look into who can best provide these metrics. Until a more sophisticated set of metrics is employed the old metrics, clickthroughs and impressions, will still lead the agency astray.