Cracking the ‘Commerce’ Part of Social Commerce

2. Develop the ability to quantify Facebook-driven sales leads and monetize the investment. There are two key points here: First, better aggregate tracking of directly influenced purchases is required. Today's analytics technologies can track the last-clicked URL preceding a purchase, and that's a good start. However, the indirect influence of social networks like Facebook is harder to measure. If Facebook wasn't the last click before a sale, that doesn't mean it didn't inspire or influence the purchase.