Your guide to social media metrics

11th September 2020

Did you know there are 3.8 billion social media users across the globe? And this is a figure that’s only going to grow. That’s a huge opportunity for advertisers and businesses to take advantage of.

Without a clear understanding of your audience, you’re unlikely to reach your intended users effectively. This is exactly why you need a good understanding of social media metrics.

Read on for our guide to social media metrics and how to utilise them for your success.

What are social media metrics?

Social media metrics are the measurements of your marketing performance across your social media pages.

But before measuring the results, you need to set your social media goals. What do you want to achieve? What results are you looking for?

For helping you understand what exactly you want to look into when setting up a social media campaign, let’s clarify what are the most important key metrics in social media marketing.

What are the key metrics in social media marketing?

1. Impressions

Impressions are the number of times a social media user is exposed to your content. They are calculated each time your post is shown to the end-users, whether they take action on your post or not.

To increase the chances that users will click on your posts, you need to take into consideration: the design of your post, the caption, the call to action, even the colours that you use.

2. Reach

Reach shows how many unique users have seen your social media content. With new algorithms being introduced every day on social media websites, reach is one of the metrics that is most affected in organic posting. This is why companies are investing more in paid social media marketing. Post boosting or ad campaigns has the advantage of showing your content to users who are not following your page, allowing you to reach more users.

3. Clicks

Clicks are the total number of times that your content was clicked on. For users to click on your posts, they need to be appealing, engaging, interesting and to tell a story. We find that creative story-telling doubles the chances of clicks when the story feels personal to your audience.

4. Unique Clicks

Unlike regular clicks, unique clicks refer to the number of unique users that clicked on your content. It is highly likely that a unique user clicks your post multiple times. This will count as 1 unique click and it will add to the total number of “clicks” each time they tap on that post.

5. Engagement

Engagement refers to the actions users take on your ads or posts. It’s the way users respond to your content. Like, comment, share, repost and retweet are just several ways in which users may engage with your content.

While engagement does not necessarily, or immediately, translate into conversion results, it is an excellent benchmark of your social media success and it contributes to your brand awareness.

6. Social Media Conversion

Social Media Conversion is the total number of conversions that came from social media. A conversion is an action performed on your website, such as subscribing to your newsletter, downloading a white paper, or purchasing a product or service that you sell.

Social media conversion occurs each time a user clicks on a link included in your social media posts that takes them to your website, where they perform any of these actions.

7. Cost-Per-Click (CPC)

This is an important one. CPC relates to how much you spend per individual click. This is calculated for paid social media activities. In an ad campaign, it will show you which ads have a higher or lower CPC, allowing you to optimise your ads and budgets accordingly.

Why are social media marketing metrics important?

In social media marketing, metrics are important for understanding the results of your marketing efforts. Based on the metrics you get, you can optimise your marketing budgets and the time you spend on creating valuable content for your audience. Moreover, social media marketing metrics can reflect upon your sales funnel.

The metrics that you get through social media will help you make more accurate decisions on your future marketing efforts, but also your sales strategy. For instance, you may find that certain audience segments have a lower conversion rate than the others.

Social media metrics are ultimately important because they bring changes and improvements to your business, allowing you to market effectively and reach your intended users.


About OggaDoon

OggaDoon specialises in guerrilla communications and marketing to gain you reach.

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