Web Analytics tools like Google Analytics and Adobe Marketing Cloud are fantastic tools for understanding what your website/app visitors are doing when they get to your site however, measurement and data capture traditionally only starts when they get to your website.
So how can you understand what happens before or after your website?
There are a number of tools that you should consider to get a view of the bigger picture.
What posts are you placing and how frequently? How many ‘Likes’ and ‘Shares’ do you have on these posts and how many people are following you? Unless you have a click-through to your website, you can’t see in analytics how successful these post are. I would recommend considering the data in your social media tools (Facebook, LinkedIn, Instagram, Twitter etc) to understand volume of posts along with audience measurement and topic interest; even in its crudest form this will highlight trends that will help your social efficiency and content strategy.