January 7, 2024
Social Media Mastery: 15 Essential Metrics Every Manager Must Track
Prasoon Verma

If you're a business owner, you already know that social media is one of the most effective ways to connect with your customers and build relationships. Tracking social media metrics is essential for any business or creator to assess the effectiveness of their content marketing strategy. This is important for two main reasons. First, it helps you track the success of your social media campaigns and identify areas where you need to improve. Second, it can help you measure your social media content's impact on your overall marketing strategy.

But what are the best social media metrics to track? This blog post will explore the importance of monitoring different social media metrics and learn how they can help your business grow. From Likes and Retweets to Twitter followers and Facebook likes, we'll show you which measures are most important and how to track them effectively. So don't wait – start tracking your social media metrics today!

What are Social Media Metrics?

Social media metrics are essential for social media managers to understand to measure the success of their social media campaigns. Social media metrics encompass performance, engagement, reach, and brand awareness. While these metrics are important, social media managers should also keep in mind their company's social media goals and the audience they are targeting. By understanding social media metrics, social media managers can better measure the success of their social media campaigns and adjust their strategy accordingly. This data can be used to improve the quality of your content and your outreach efforts.

Additionally, monitoring how people interact with your social media posts is essential. This will help you determine whether your social media efforts have the desired impact. By following these 15 social media metrics, you'll be well on your way to a successful strategy!

15 Most Important Social Media Metrics to Track

  • Impressions

When it comes to social media, impressions are everything. They tell us how well a post is performing and whether or not people are engaging with it.

So, what do impressions mean?

They're counts of the number of times humans saw a piece of content on social media platforms like Facebook, Twitter, and Instagram. This includes both organic (earned) views and paid clicks (ads placed within the content).

  • Reach

One of the most important social media metrics to track is reach. Reach refers to how many people see your content or advertisement, regardless of whether they actually click on it. Reach shows the unique number of people who saw your ad post, while impression indicates the number of times people saw your ad published. Impression counts the same user again if they repeatedly visit the ad post.

There are several ways to measure reach, but the most common way is through click-through rates (CTR). CTR estimates how many clicks your ads or posts from your account generate on average compared to the number of times those ads were seen by people who saw them. The higher the CTR, the more effective your ad or post was at attracting attention from potential customers. 


  • Brand Mentions

 Brand mentions are when a business or individual's name is explicitly mentioned in an online conversation. This can be positive – such as when someone compliments your outfit – or negative – when someone insults you on social media.

How do you track brand mentions? 

You can use BI tools like INSIA to track the frequency and content of all the conversations about your company, product, or topic across different platforms (Twitter, Facebook, YouTube, etc). This will give you an accurate snapshot of how well potential and current customers are receiving your content.


  • Social Share of Voice
  • To measure your social media performance, calculate your Social Share of Voice. This metric measures how many people mentioned your brand compared to your competitors on a given day. To get this number, divide the total number of shares (likes, comments, and Shares) for all your posts that mention you by the total number of posts in that category. For example, if my company's Facebook page shared five posts about their product and I wrote one post with a link to their product page, my Social Share would be 0.5 (5 divided by 10).
  • Followers Growth

Followers growth is one of the most critical metrics because it shows how successful your content and marketing efforts have been. Remember that not all followers are created equal – high-quality followers who interact with your posts will help you gain more traction and reach than low-quality followers who follow without engagement. Additionally, generating organic (non-paid) traffic through social media can be another way to measure success. This means acquiring followers organically via content sharing or mentioning other brands or individuals within your network who you think would be interested in what you say. When done correctly, organic social media traffic can increase sales and broaden the reach of your brand or product.


  • Engagement Rate

  Engagement measures how much time people spend on the social media platform and its various activities. This includes things like likes, shares, comments, and posts. When it comes to social media marketing, tracking engagement is essential for two reasons: 

1) To determine which posts are working well and which need improvement and 

2) Find out what content type resonates most with your target audience. If you know that particular topics or images get liked/shared more than others, you can create more similar pieces in the future. This will help increase reach and improve brand awareness.

  • Engagement rate per post by followers- 

How often do your followers interact with your posts? This metric can help determine whether your content reaches and engages with your target audience. A high engagement rate tells you that people are interested in what you say and may be willing to share it or engage with you further.

To calculate this metric, divide the number of engagements (likes, shares, comments) generated by a post by the total number of followers.

  • Engagement rate per post by reach

Engagement can be measured in several ways, but one common way is to calculate reach and then determine how many engagements that amount generates.

To calculate the engagement rate per reach, divide the number of engagements by the total number of posts. For example, if you have ten posts and 20% of those posts get engaged (4 comments, five shares, and two likes), your engagement rate for that campaign would be 40%.

  • Click-through rate

A click-through rate (CTR) measures the percentage of visitors who take action, such as clicking a link or filling out a form. It's one of the most important social media metrics because it helps you determine which posts are performing well and what actions your audience is taking. 

There are several methods that you can use to calculate your CTR. One popular approach is to divide total clicks by total impressions. This will give you an approximate measure of how many times each impression was clicked on.

  • Conversion rate

A conversion rate is the percentage of visitors who complete one or more desired actions on your website, such as signing up for a mailing list, downloading an e-book, or making a purchase. It's essential to track and measure your conversion rate to determine the effectiveness of your social media campaigns and where you need to make changes. Several methods can be used to calculate your conversion rate. The most common approach is to divide the conversions by the total traffic generated by all channels (organic search, paid search, etc.). However, this method is only sometimes reliable because it doesn't take into account variations in traffic volume across channels. A better way to calculate your conversion rates is through attribution modeling – using data collected from individual users who have completed a specific action on your website. This type of analysis allows you to identify which channels drive the majority of conversions and make strategic decisions based on those findings.

  • Cost-per-click

CPC measures how much money a business is spending on advertising per click. It's an important metric because it helps companies track whether they're spending enough on marketing campaigns and where their ads are placed.

Several factors can influence a company's CPC, including: 

– The size and quality of the ads being run

– The type of keyword or phrase used in the ad campaign

– Location targeting (targeting specific areas based on user geolocation)

  • Cost per thousand impressions

CPM measures the price an advertiser pays for 1,000 views of its ad on a given platform. It's important to note that individual platforms may have different costs, so comparing prices before signing up with any particular platform is essential. One common way to reduce CPM costs is to increase the number of ads running simultaneously. This can be done by placing more ads into a given budget or splitting an overall campaign into several separate ad campaigns. Another option is to use bidding strategies, such as targeted bidding or coordinated buying, which allows advertisers to select Ads with the highest bids first and decrease bid amounts over time based on performance measurements such as uplift percentages or reach levels.


  • Customer reviews/testimonials

This is the most potent metric for boosting your brand reputation online. If your customers have something positive to say about you, share them! It will boost your ratings and even encourage more people to try your offer. When it comes to social media, feedback is essential. After all, if customers aren't happy with the product or service they're receiving, they likely turn to online reviews and testimonials to find out more. But how do you know which social media platforms are best for soliciting customer feedback? There are several different metrics that you can use when determining this answer. For example, Facebook has a large user base (over 2 billion people) and allows quick and easy content sharing. This makes it an ideal platform for gathering customer feedback during the early stages of product development or sales cycles. 

Twitter also has a high population (over 300 million active users), making it an excellent way to quickly get word out about new products or services. 


  • Customer response rate 

Customer response rate: The percentage of customers who responded to a given social media post, email campaign, or other type of communication. 

Time spent viewing the content: How long do people spend on average viewing content on your website or social media page? Businesses can use several different social media metrics to measure their customer response rate. These include things like likes, shares, and comments. Any marketing campaign aims to get as many people as possible to respond positively. If you can achieve a high customer response rate, your content is engaging and appealing to your target audience. This will lead them to take action on what you've suggested (by liking or sharing your post) or purchase from your store or website.


  • Customer satisfaction

Customer satisfaction refers to the level of happiness or joy experienced by customers after dealing with a product or service. Businesses need to measure customer satisfaction to identify areas where they are doing well and where they could improve. 

There are several ways that businesses can measure customer satisfaction, including surveys, focus groups, interviews, and automated feedback systems. By measuring these various aspects of customer behavior, companies can see patterns that indicate where they may be experiencing customer problems or dissatisfaction. This information can then be used to make changes in marketing strategy or product design in an effort not only to satisfy current customers but also to attract new ones!

Track the most essential Metrics with INSIA

While various social media platforms may give you a general picture of your data through KPIs such as impressions, reach, and engagement metrics, they are limited in what they can do for you. Optimize your social media marketing strategy by integrating it with INSIA's advanced AI-powered, self-serve analytics software. Create and customize unlimited dashboards that are suited to your needs. A robust business intelligence tool like INSIA can help your small business grow to its full potential. INSIA is designed for non-technical business users. It integrates your data from multiple sources (like Facebook, Instagram, LinkedIn, Excel, MySQL, and many more) and lets you create visually appealing reports through a Google-like search bar. Connect to INSIA in a couple of clicks and monitor your business performance & the ROI on your marketing decisions with pre-built plug-n-play KPIs and automated dashboards. Click Here for a free trial!


Tracking social media metrics is essential for any business or creator to assess the effectiveness of their content marketing strategy. Social media metrics encompass performance, engagement, reach, and brand awareness. While these metrics are important, social media managers should also keep in mind their company's social media goals and the audience they are targeting. Optimize your social media marketing strategy by integrating it with INSIA's advanced AI-powered, self-serve analytics software. Click Here for a free trial!

Focus on insights.
Not data preparation!
Get Started Today