Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

A good starting point is to measure the number of page views received by the page explaining the promotion. Next, measure the number of "likes" that occur while the promotion is ongoing, although some of those might have occurred even without the promotion. Finally, the number of times someone redeems the free-dessert offer should be measured.