6 Key Metrics to Measure Your Social Media Efforts

Social media sites such as Instagram, Facebook, and Twitter are incredible tools for building community, increasing brand awareness, and ultimately driving sales and earning you more money. However, it takes some know-how to harness these platforms effectively. Part of the process of building an effective social media presence involves tracking several key metrics. These metrics will help you to see the results of your efforts over time. Tracking the wrong things means you won’t have the full picture. But tracking the right things can give you valuable insights that help refine your social media strategy to continue your growth.

If you’re a small (or large!) business looking to improve your online presence, make sure you’re taking note of the following six key social media metrics:


Reach is a number that describes the estimated number of social media users that viewed your post. This can mean in their main feed, on your page, as suggested content, or via a share from someone else. The more followers your business’s page has, the higher your reach will automatically be since there are more users that can see your content in their main feed.

Audience Engagement

From a social media post’s reach, you can further whittle the number down to audience engagement. Out of the pool of social media users that saw your post, audience engagement describes the number of users that engaged with the post in some way. They might have given it a like, comment, share, save, repost, or even just a click.

High audience engagement is critical because it determines how far a social media platform’s algorithm pushes your post. If audience engagement is high, your post will be shown to more people. But if audience engagement is low, the platform will take that as a sign that users aren’t interested in your content, and fewer people will see it.

Site Traffic

Site traffic refers to the number of social media users that visit your website. When used in the context of social media, it generally measures the numbers of site visitors that were led to your website directly from a social media platform, whether that’s a link in a post, in your profile bio, in a story, or elsewhere.

Also known as “referrals,” this metric can be very detailed. It gives specific statistics for how many users visited your website from one link or post compared to another. It can also tell you how long people stayed after visiting your website and what they did next– because there’s a big difference between clicking away within 3 seconds and spending the next 20 minutes browsing your website.

Sign-Ups and Conversions

Conversions describe the number of individuals who visit your site from a social media link and buy something. But sign-ups refer to the number of site visitors that opt-in to an email list, text list, or similar marketing campaign. Conversions translate into immediate revenue, but sign-ups can also be influential for future purchases and in retaining long-term customers and fans.

Revenue Generated

This is when you see the fruits of your labor. By using tracking and cookies strategically, you can understand exactly how that post that went live last week has translated into sales. This is especially helpful for social media advertising campaigns. It can give you a good idea of your return on investment and how much profit comes from an investment in advertising.

Personalized Online Marketing Solutions

If you’re ready to take your business’s social media presence to the next level, Skoshe can help. We have a team of experienced social media marketing professionals here to help you. We’ll work to develop and implement a personalized digital marketing strategy for you to expand your business’s reach and increase revenues. Contact us today to learn more.