The Social Commerce Attribution Problem: IBM Says Twitter Referred 0% Of Black Friday Traffic

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http://techcrunch.com – Twitter and Facebook usually aren’t the last click before an ecommerce buy, but that doesn’t mean they didn’t inspire or influence the purchase. Yet IBM’s Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent. To lure advertisers and ecommerce integrations, they have to show its not Google driving every sale. Last year IBM said Twitter generated 0.02 percent of traffic, but now the microblogging platform supposedly drove no measurable amount of traffic. If you factored in downstream visits and conversions, that perc (IT news)