Determining the return on investment of PR and social media is one of the more difficult tasks PR professionals face these days.

The task is especially difficult because tracing the anatomy of sale is tricky. Consumers may see a billboard, read an editorial piece, open a link on Twitter and, ultimately, decide to make a purchase. But what influences them to do so?

A new tool from Google may help clear up this fogginess.

The company added a feature called "multi-channel analytics" to Google Analytics. Check out this video and maybe you won't answer questions about ROI with stunned silence anymore.



(via PR Squared)