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The different metrics to track on social media and what they mean

Social media has become essential for any modern marketing strategy. To determine if your approach is effective, it’s crucial to track key metrics that measure the performance of your content and campaigns. But which metrics are the most important for your business? It all depends on your specific goals!

Basic Metrics

Reach: The reach of your posts is a crucial metric for evaluating your brand’s awareness and the success of your initiatives. Reach measures the number of unique people who have seen your content on social media. There are two types of reach: organic (people reached naturally) and paid (people reached through advertising).

Engagement and Engagement Rate: Engagement includes interactions such as likes, shares, and comments. The engagement rate measures this percentage relative to the total number of people reached. A high engagement rate indicates that your content resonates well with your audience.

Number of Followers: The number of followers represents the people who follow your account. This metric gives you an idea of the size of your community and its growth. However, it’s important to note that a large number of followers doesn’t necessarily guarantee strong engagement.

Advanced Metrics

Cost per Click (CPC): CPC measures the cost of each click on your ads. It’s an important indicator for evaluating the profitability of your campaigns: a low CPC means you are getting interactions at a lower cost. By monitoring your CPC, you can assess the return on investment of your ad campaigns and optimize your calls to action to encourage more clicks.

Click-Through Rate (CTR): CTR measures the percentage of people who clicked on a link in your content compared to the total number of people who saw it. A high CTR indicates that your content is attractive and engaging for your community, while a low CTR may signal that your content needs improvement. CTR measures the interest and relevance of your content to your community. However, it’s important to note that CTR also depends on the quality of your content and the associated call to action. By keeping an eye on your CTR, you can understand how your community reacts to your content and adjust your marketing strategy accordingly.

Impressions and Cost per Thousand (CPM): Impressions count the number of times your content has been displayed on social media, while CPM represents the average cost for a thousand impressions. Impressions measure the visibility of your content and can be used to evaluate the effectiveness of your content distribution strategy. A high CPM might indicate the need to review your advertising strategy to optimize your investment.

Conversions: Conversions represent the number of people who took a specific action, such as purchasing a product or submitting a form, after viewing your content on social media. Tracking conversions helps you assess the effectiveness of your campaign and measure its return on investment.

Cost per Acquisition (CPA): CPA measures the cost of acquiring a new user from a social media marketing campaign. It helps you understand how much you spend to gain a new user and compare acquisition costs across different marketing channels.


Tracking the right metrics allows you to understand the effectiveness of your social media marketing strategy and make informed decisions to improve it. Whether it’s the number of followers, engagement, or ROI, each metric is important and can help you stand out from the crowd, just as these brands have done.

By understanding and strategically using these metrics, you can fully leverage the full potential of social media to achieve your brand objectives and advance your business.