A McKinsey survey found that only 15% of marketers could quantitatively prove the impact of social media on their business. While social media spending continues to rise, measuring its effect remains a challenge. Studies show that engaged Facebook fans were 20 times more likely to purchase products than non-engaged fans. Marketers need to understand how to move customers through the sales funnel from awareness to consideration to purchase using engagement tactics on social media. Data and optimizing the customer experience across channels is key to measuring results.