Let’s talk about the numbers that really matter! Whether you’re a small business dipping your toes into the world of social media or a seasoned brand looking to refine your strategy, tracking the right metrics is key to understanding your performance and reaching your goals. But with so many metrics out there, where should you focus your attention?

It comes down to your channel, whether it be paid or organic channels. Let’s break it down per channel:

Organic

1. Engagement Rate

Engagement rate is the heartbeat of your social media presence. It’s not just about how many people are following you, but how many are actually interacting with your content. Likes, comments, shares, and saves all contribute to your engagement rate. A high engagement rate means your content is resonating with your audience, sparking conversations, and building a community. Aim for an engagement rate of at least 2-3% as a solid benchmark, with anything above 5% indicating that your content is hitting the mark. Keep an eye on this metric to gauge how well your content is connecting with your followers.

2. Reach

Reach tells you how many unique users have seen your content. While it’s tempting to focus solely on follower count, reach provides a more accurate picture of how far your content is spreading. Tracking reach helps you understand the size of your potential audience and can guide decisions on content types and posting times.

3. Video Plays

Video plays indicate the number of times your video content has been watched. This metric is crucial for understanding the effectiveness of your video content. While reach measures the number of unique viewers, video plays tell you how many times viewers have engaged with your content, even if it’s the same person watching multiple times. A high number of video plays combined with strong engagement shows that your content is compelling and keeps viewers interested. 

A strong KPI to aim for is retaining at least 50-60% of viewers by the end of your video. This indicates that your content is engaging and maintains viewer interest throughout its duration.

Paid

1. Click-Through Rate (CTR)

If you’re running ads or sharing links, CTR is a must-track metric. It shows the percentage of users who clicked on your link after seeing your content. A good CTR typically falls between 1-2%, with the higher end being ideal. This metric is a clear indicator of how effective your copywriting, targeting, and creative elements are. A high CTR suggests that your content is compelling and your call-to-action is resonating with your audience, effectively driving traffic to your website or landing pages. On the flip side, if your CTR falls below your target KPIs, it’s a signal that you may need to improve your copy, creative, or targeting strategy to better capture your audience’s attention.

2. Cost Per Click (CPC)

Cost Per Click (CPC) is a key metric in understanding the efficiency of your paid advertising efforts. Depending on your industry, ad objective, and audience, a good CPC typically hovers around $1 or below, although this can vary based on those factors. Similar to Click-Through Rate (CTR), your CPC is a reflection of how effective your copy, creative, and targeting are. If your CPC is higher than your target KPIs, it’s a strong indication that you may need to refine your copy, enhance your creative, or adjust your targeting to better reach and resonate with your audience.

3. Conversion Rate

Ultimately, social media is about driving action, whether it’s making a purchase, signing up for a newsletter, or downloading a resource. Conversion rate tracks the percentage of users who complete the desired action after interacting with your content. This metric ties your social media efforts directly to business outcomes, helping you assess the ROI of your campaigns. A healthy KPI to aim for, is within 2-3%. Of course the higher, the better!

While these are crucial metrics to track, they just touch the surface of what’s possible with paid ads. We also suggest that brands look at their hook and hold rates, which indicate how well your ads capture and maintain attention. Other key metrics in the customer journey include bounce rates, add-to-cart rates, and abandon cart rates. Then there are your purchase metrics like Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and so on.

For clients in industries like service leads or list building, it’s essential to track the rates at which people opt into forms and the conversion rates after they’ve opted in. These metrics provide a fuller picture of how effective your campaigns are across different stages of the customer journey.

Wrapping It Up

Tracking these essential metrics will give you a clearer picture of your social media performance and help you make informed decisions to enhance your strategy. Remember, it’s not just about the numbers—it’s about what those numbers tell you about your audience and how you can better serve them.

If tracking all these metrics feels like a lot, don’t worry—that’s what we’re here for! At That Marketing Girl, we’re all about making sure your brand shines online, backed by data that drives results. Let’s get those numbers working for you!