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Owned media is often a great source for abundant (and mostly free) traffic, but it's equally important to track and measure it properly, to get more installs and better engagements from your new users. We’ll want to know: Where users are going How often they’re clicking What pages they’re clicking from The anchor text they’re clicking on From the data we can take action by: Pruning unclicked links Create new content in the vein of the highly clicked links Update the current article to provide additional clarity Using GTM for Event Tracking While you can use jQuery to track the click events, we’ll be using Google Tag Manager because the auto-event tracking feature makes it a fairly simple implementation and future tweaks won’t require engineering cycles or production pushes. Is there more than one type of Google Analytics tracking on your links? If you combine MailChimp's Google Analytics tracking with custom UTM tracking, this could skew results in reports. On Twitter and some instant-messaging services, there is a limit to the number of characters a message can carry – however, Twitter now shortens links automatically using its own URL shortening service, so there is no need to use a separate URL shortening service just to shorten URLs in a tweet. I like Bitly because it has a pretty interface and a login for all of the links you create.

You can also log into your Buffer account on the web or by downloading the mobile app to track your analytics and see how many clicks that your links have gotten. See if you are using Classic Analytics (ga.js) or Universal Analytics (analytics.js).