‘Likes’ and ‘Shares’ on Social Media are not ‘free traffic’ for your business.
It takes time and effort to cultivate an effective Social Media presence.
If you’re tracking visitors to your website, and you’re measuring the number of visitors that reach the goals on your website, the logical next step is to understand where your highest-converting visitors are coming from.
It may be organic search, or paid advertising, or your Social Media activity. Remember that not all paid advertisements or social media posts are created equal. Some will bring a higher number of visitors, and some may bring fewer visitors but more sales.
Start ‘tagging’ every inbound link to your website and track conversion rates by your predefined ‘campaign’, or ‘post type’… or any other number of identifiable metrics.