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I found this fascinating quote today:

Measuring itself is not the goal. Don’t get stuck in the rabbit hole of trying to track everything that’s interesting. Track the stuff that helps you realize if you’re edging toward your goals, in this case goals that align with lead gen, online activities, or sales through online channels. You want a reasonable level of confidence that what you’re doing is having a positive impact, or some data to hint that you might need to adjust your approach.altitudebranding.com, Practical Social Media Measurement: Leads, Conversions, Sales, Jan 2010

You should read the whole article.