Most social pros track impressions, engagements, and shares to gauge their channels’ performance. The best social pros know those metrics are never enough to prove social’s impact on the bottom line, a challenge that half of surveyed CMOs identified as a weakness. Each social platform provides its own proprietary —often inaccurate— metrics, making it even harder to compare apples to apples engagement and make decisions about where to invest your budget.

That’s where the link comes in. A click is a click whether it comes from Facebook, Twitter, or Snapchat. Instead of trying to compare likes to retweets to views, you can use Bitly to understand how every single piece of content, channel, and campaign is adding value. If you’ve been using Bitly primarily to shorten, brand and measure individual links, this quick workshop will make you a master at analyzing and reporting social ROI at a higher level.