It is important to track social media campaigns as it provides you a chance to showcase your work. It would be best if you learned the facts of going beyond the surface level when someone tells you to talk data, don’t miss this chance to become a pro and focus on proving the information you’ll be presenting. The number of people who will appreciate your work will have a great and positive impact on the business.

This is an indication to the executives that their goals and efforts are paying off. Also, it will help them become smarter and make more decisions ahead.

Social media metrics matter. Let us study them in detail, how we can track them and why they are important.

Social media

The first thing is to study where everyone is living in the public domain. And before starting social media metrics, let us study the factors. There are four key factors for the customer stages-

  1. Awareness
  2. Consumer
  3. Engagement
  4. Conversion

Awareness –

awareness metrics help you to ignite the present position and the potential of your audience.

Consumer –

This metrics is concerned with how the active consumer feel and what type of thinking they have regarding your brand.

Engagement –

Engagement metrics keep a check on how the audience is having the interaction with your posts.

Conversion –

How strong is your engagement? This is what is determined by the conversion metrics.

Every step is covered with must-follow measures of the metrics. Lets, study their effects on your marketing

Lets, study them in detail-

Awareness metrics

As already said that the awareness metrics demonstrate the number of your active and capable audience.

  1. Brand awareness –

    The attention that your brand gets all over social media is what brand awareness is. It reports a period or certain statistical data.

    You can gain attention through many social media metrics such as shares, mentions, links, etc. Reporting times are the elements or variables that last for a week, months, or even a quarter.

    How can you track brand awareness?

    • Step 1- identify the metrics that your organization wants to work with.
    • Step 2- now, you need to look for the relevant reporting periods that your organization needs to be tied to the brand awareness.
    • Step 3- be regular. Make sure that the audience feels that your marking trends with accuracy.

    You can use a brand tool that will make it easier for you to mention and track your mentions on social media.

  2. The growth rate of the audience –

    It is the rate of your brand followings and at which rate it is increasing. It simply measures that how fast your follower’s increases. As with the help of the continuous facility of the internet, you are sure to grow your account, and your media following will increase. It would be best if you focused on gaining followers fast rather than focusing on how many new followers you gained last month. Your focus should be on how you can quickly get followers.
    How can you track the audience growth rate?

    • Step 1- over a reporting period, you should keep a check on your net followers.
    • Step 2- now divide net followers by the total number f followers and then multiply it by 100. This is how you’ll get the percentage audience rate.
  3. Potential reach –

    For people who want to see your post, the potential reach calculates such users during a specific period. Suppose if any one of your followers shares your post to her network, and approximately 5% of the followers would be the factor for your potential reach.

    Taking a deep look at this metric is important, and as an influencer, you should constantly be working on how to grow your audience. So know your potential reach as it guides you in your reach.
    How can you track potential reach?

    • Step 1- take the help of the brand monitoring tool and track the brand you have mentioned in total.
    • Step 2- keep track of your followers of the accounts you have mentioned.
    • Step 3- to get your research, you need to multiply the recorded number, and then you’ll be able to see your brand mentioned.

Engagement metrics

How people interact with you on social media is measured by the engagement metrics.

  1. Applause rate

    When followers are liking and showing interest in your post, then that is the number of your followers who are relatively liking and valuing your content.
    How can you track it?

    • Step 1- the approval actions by people over a post in a reporting period.
    • Divide the approval followers by the total followers and then multiply by 100. Here is how you’ll get your applause rate.
  2. Virality rate –

    It measures the number of users who liked your post and shared it with the number of specific viewers; it’s more than about likes.

Conversion metrics

How you socially interact with people is what the conversion metrics demonstrate.

  1. Conversion rate

    People who visit your profile by clicking on your post, subscribing to you, or downloading your content. Conversion rate means that how you are compelling your targeted audience. It is a sign that your post has kept the promise. Or, in simple words, your post is relevant to the offer.

  2. CTR (click-through rate)

    There is a call-to-action link on your post, so the time when people click on it is the click-through rate. It is specifically tied to link and bring the audience to the content.

  3. Social media conversion rate

    Several conversions come from social media, and you can express them in percentage. It will give you a clear knowledge about how effective your post is in a campaign.

  4. Conversational rate

    The rate of posts per comment and the total followers you have on your account. It is a lot more of your getting 20 comments per post and only 200 followers.

Customer metrics

How many active customers are there that promote and likes your brand? This is what is customer metrics.

  1. Customer testimonials

    How many people have commented, endorsed, assessed your brand? These are for customers testimony that how many of them are delighted by your products. If people like your brand, they will be happier to share their good experiences with others. A game-changer will be the consistent streaming of customer testimony that will boost your brand’s presence.

  2. Customer satisfaction

    How many people are happy and satisfied with your product and services. This is what is customer satisfaction. Customers rate their experience and satisfaction on a measuring scale. It is a unique way to understand how the customer feels about using your product so that that it would be easy to administer, especially on social media.

  3. Net promoter score (NPS)

    It measures the customer’s loyalty rate. It is really helpful in promoting future engagement, as it asks how likely you are satisfied to promote this product or company to a friend? Then the customer’s rate from zero to ten, and based on the basis f their responses, the NPS measures the customer satisfaction and future sales.

    It is helpful for organizations of different sizes. It is helpful for you to know how much interest your audience is taking towards your posts on social. It puts a spark on all things.


If you have good and active conversations, then your data will be more substantive. And will have a great impact on your social media metrics. Dig deeper and try to go beyond vanity metrics and showcase your skills by presenting social media analytics to the organization. You will feel that your efforts are worth it and will allow you to come up with more.