15 Social Media Metrics to Track a Successful Campaign

By Indeed Editorial Team

Published May 14, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

As more and more users download and use different social media platforms, companies are also using them to increase brand awareness and sales. Many companies even have dedicated social media teams to create targeted marketing campaigns. If you work on one of these teams, learning about the metrics you can use to determine how successful each campaign is can help you improve your content. In this article, we explain what social media metrics are, discuss the advantages of tracking them, and offer examples of metrics you can use to track your success.

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What are social media metrics?

Social media metrics are measurements that assess the performance of social media campaigns. These metrics can assess a number of factors, such as how followers are engaging with content, to help marketing teams determine whether they're meeting their social media goals. Here are some of the other advantages to tracking these metrics:

Better understanding of your audience

You can analyze metrics that tell you more about your audience, such as the type of content they're interested in, so you can create targeted content. Creating targeted content can help you improve engagement as your followers are more likely to interact with your posts. This can help you improve brand awareness and potentially sales.

Insight into competitors

You can also use metrics to analyze how your competitors are performing on social media. You can assess what type of content they post that's most successful or unsuccessful. Then, use that information to learn from their mistakes when creating content.

Improved marketing strategy

Although you may already have existing marketing strategies in place, analyzing metrics for social media can help you improve your strategies. If the metrics show that your team isn't meeting established goals, you know it's time to adjust your techniques or try different content. Regularly checking these metrics can help you consistently create effective marketing material.

Related: What Are Branding Strategies? (With Definition and Benefits)

15 social media metrics to track

There are multiple categories of metrics to track your success on social media, such as the following:

  • Engagement: This refers to how your audience interacts with your content. For example, the number of comments you receive on a post.

  • Awareness: This is how many people are aware of the company. The number of followers you have can be a good measure of awareness.

  • Consumer: This metric assesses how people perceive your brand. For example, you can look at reviews on specific products to assess what consumers think.

  • Conversion: This metric assesses how many people take action because of your content. The number of people that clicked on a link you posted is an example of a conversion metric.

  • Activity: This is an internal metric as it measures how your social media team is performing. The amount of content your team is posting each day is an activity measurement.

1. Amplification rate

The amplification rate is an engagement metric that measures how often your followers share your content. It's represented as a percentage that shows how many people willingly associate with and promote your brand. A higher amplification rate can measure not only the extent of the loyalty your consumers have but also the potential reach of your brand.

2. Applause rate

The applause rate is another engagement metric. It refers to the number of likes, favourites, or other approval actions your content receives. When an individual takes an approval action, it shows they like the content. If a piece of content generates a high applause rate, this suggests that producing similar content can be beneficial to your campaign.

3. Attention

Attention, also known as brand awareness, is an awareness metric that measures how many people your content has reached. This metric considers activity from all of your social media channels, not just one. You can measure it in terms of the number of shares, unique visitors, or mentions your content has.

4. Average engagement rate

Average engagement rate is another engagement metric. It measures the number of engagement actions, such as comments, shares, and approval actions you have in relation to the number of followers you have. The higher the engagement rate, the more that content has impacted or appealed to your audience. This can be useful for guiding the types of content you create.

5. Bounce rate

The bounce rate measures the proportion of visitors who visit your social media page but leave shortly after, without completing any desired actions such as clicking on hyperlinks or viewing further content. The goal is to minimize the bounce rate, which would maximize the number of visitors who engage with your page. A low bounce rate is a sign of high relevancy and interest to your audience.

6. Followers

This is one of the easiest metrics to analyze as it refers to the total number of people who follow you on different social media platforms. Your follower count indicates the company's reach and potential reach. The more followers you have, the more of an influence you may have.

7. Click-through rate

The click-through rate (CTR) relates to ads, links, or calls to action, which are activities recommended to users in the content you post. For example, if you include a link in a social media post, every instance of a user clicking on the link increases the CTR. A high CTR suggests that your content and ads are relevant, useful, or compelling.

8. Content rate

The content rate is an activity metric that refers to the amount of content your social media team posts during a period of time. In social media, the primary content types are posts, videos, and images. A low content rate typically relates to low reach, while a very high content rate might result in the oversaturation of a brand. Through experimentation, it's important to maintain a content rate that balances a strong social media presence while allowing audiences to process the content put out.

9. Conversion rate

In social media marketing, a conversion is whenever a user completes a desired action, such as subscribing to your page, visiting an affiliate link, or signing up for a company newsletter. The conversion rate is a conversion metric that measures compares the total number of visitors to your social media page and how many of them perform an action you want. A high conversion rate might suggest that your content is interesting or convincing enough to influence a related commitment by a user.

10. Cost per click

This metric relates to sponsored advertisements. When a user clicks on an ad or banner you have on your social media pages, it's an instance of added attention. You can use the cost per click metric to determine whether paying for an advertisement is worth it.

11. Cost per thousand impressions

Also known as cost per mile or CPM, the cost per thousand impressions metric also refers to sponsored advertisements. It assesses the price you pay every time a thousand users comes across a piece of your content. This metric helps you assess how cost-effective your campaigns and advertisements are in terms of the exposure you're receiving in exchange.

12. Customer satisfaction score

This score is typically a percentage that shows how happy customers are with the company's products or services. You can produce this percentage by surveying your customers and asking how satisfied they are. You can do so through social media, by creating a poll, for example, to determine how the company can improve.

Related: What Is Customer Satisfaction and Why Is It Important?

13. Growth rate

Growth rate measures how quickly you gain followers. If your growth rate is high, your following is expanding quickly. This can indicate that the content you post is appealing and interesting to your audience.

Related: How to Calculate Growth Rate (With Formulas and Examples)

14. Page reach

This is an awareness metric that assess how many people saw your content during a specific period, such as the morning or evening. It indicates how visible your content is and can help you determine the optimal time to post. For example, if your page reach is high at 9:00 am to 10:00 am, that's the best time to post as a large portion of your audience online.

15. Post reach

Post reach is similar to page reach, but it assesses one piece of content rather than all your content. You can use also use this metric to determine the best time to post content, but it also helps you determine which type of content to post. For example, if you posted a picture at 10:00 am one day and a video at the same time the next day, it may indicate that videos are more popular among your audience.

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