Effective web design first requires an objective evaluation of how well the proposed UX/UI will ultimately deliver organizational goals, aesthetic decisions should come second to this.
Running into issues tracking what you want in Google Analytics? Take a look at the Google Measurement Protocol for the ability to track data to Google Analytics outside of the standard tracking code implementations.
In July, Twitter announced its latest feature: t.co link shortening. The new service not only checks links for potential malicious sites, but also allows website owners to track incoming links from Twitter.