14 social media metrics for tracking campaign success

By Indeed Editorial Team

Updated 27 October 2022

Published 4 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Social media metrics are a useful way of tracking and understanding the success of a digital advertising campaign. Marketing teams or social media specialists utilise these metrics as a key way of measuring the effectiveness of different posts, paid advertisements and digital promotions. If you work in social media, you could benefit from learning more about the different metrics used to measure the effectiveness of a campaign. In this article, we discuss what these metrics are, the different types of metrics used, the benefits of using them and 14 metrics used for tracking the success of a social media campaign.

What are social media metrics?

Social media metrics are a collation of any data or information used to measure the performance or effectiveness of a digital campaign. These metrics provide a quantifiable measure of a campaign's success based on specific goals and milestones. For example, a social media campaign designed to increase brand engagement may have the goal of increasing the number of people that connect to your posts, which you can measure by analysing the engagement, amplification and applause rate.

Related: What is a social media campaign and how can you create one?

The different types of metrics used for social media

The metrics used for social media cover a wide scope of different types of data and information. Businesses typically choose which metrics to pay attention to based on how useful that information is in understanding how to make social media use as effective as possible. The key categories that social media professionals use for metrics include:

  • Engagement: Engagement is any form of interaction your audience has with your content, such as liking, commenting or sharing.

  • Awareness: Awareness is how far your brand and posts reach, which helps raise the business's visibility and knowledge.

  • Consumer: Consumer metrics refer to the perception your audience has of your brand, such as how positive their opinion is.

  • Conversion: Conversion is any action a person takes on viewing your content, such as clicking through to your website or buying a product.

  • Activity: Activity refers to internal metrics about the team handling social media, such as response time and volume of content.

Related: Digital marketing skills: definition and examples

What are the benefits of using these metrics?

Some of the key advantages of using social media metrics include:

Improving audience understanding

Metrics can provide practical insight into the preferences of your target audience. By measuring the success of individual posts and the demographics they reach, social media specialists can create campaigns that are better suited to that specific audience. This practice supports the creation of high-quality, relevant content that suits the target audience better.

Gaining insight into competitors

Utilising social media dashboards can provide insight into what competitors are doing well on social media. Businesses can then use that information to create content that fills particular niches. Studying the competition can help a business to avoid errors by learning what works, without the cost of failed campaigns.

Improving and targeting marketing strategy

These metrics are an integral part of setting goals for digital marketing campaigns. Measuring and tracking data to meet these milestones can give insight into what may or may not be working on social media platforms. This insight allows for fine-tuning and effective targeting for future marketing strategies.

Related: An overview of the different types of marketing strategy

Measuring the progress and success of campaigns

Using metrics can help to effectively measure and provide proof of the success of social media campaigns. They're also helpful for measuring success in different ways. For example, the return on investment for a campaign measures the click-through rate, engagement and awareness, in addition to direct sales numbers.

Related: How to become a social media consultant in 8 steps

14 social media metrics for tracking a campaign's success

Below, you can find a list of 14 metrics used for tracking a social media campaign's success:

1. Amplification

Amplification is a metric that measures the engagement of social media content. When a follower shares content with their following, this adds to the percentage of amplification. A higher amplification rate suggests higher consumer loyalty and extended brand reach to new markets and potential customers.

Related: How to become a social media manager: a step-by-step guide

2. Applause

Applause is another metric that measures the engagement of a social media post or campaign. The number of favourites, likes and approval interactions that a piece of content receives increases its applause rating. High applause suggests good engagement and a positive response to a specific post or action on social media, which may be beneficial to repeat.

3. Attention

Attention is also known as brand awareness, which provides data on how many people your content has reached over time. This metric considers activity across all social media channels as part of a metric dashboard. Strong attention shows a high number of shares, unique visitors and non-follower mentions on your content.

4. Engagement rate

The engagement rate is a crucial metric used to measure the engagement of content. Engagement includes all interactive actions, such as sharing, commenting and applause actions concerning your follower count. A higher engagement rate indicates that a campaign or piece of content connects well with the target audience, which can help to support decisions for future marketing activities.

Related: How to track and calculate your social media engagement rate

5. Brand mentions

The brand mentions metric refers to any organic instance of another account naming and tagging your brand on social media. Mentions can be valuable to measure if customers are talking about and sharing your brand. In some cases, this metric can also help gain information about public opinion and the perception of your brand and marketing.

Related: What is brand perception? (Plus how to measure it)

6. Bounce rate

Bounce rates measure visitors to your social media page that leave without carrying out any secondary action, such as clicking links or viewing content. A minimal bounce rate indicates that visitors engage with your brand, suggesting high relevancy. In contrast, a high bounce rate may indicate social media content that's less engaging, prompting a change in an organisation's social media strategy.

Related: What's the difference between soft bounce vs hard bounce?

7. Click-through rate

The click-through rate, which is also known as CTR, refers to any links that visitors can click on to reach your website or other content to further engage with your brand. Click-through rates are a valuable metric to encourage potential customers to enter a sales funnel. A high CTR suggests that your ads and content successfully encourage visitors to connect with the business.

Related: What is CTOR? (Why it matters and how to improve it)

8. Content rate

The content rate is a metric that measures the activity of an internal social media team or individual. This includes the frequency of posts, videos and images on different social media platforms. Content rate metrics are most successful in the middle ground, where high rates can lead to over-saturation and low rates can reduce the brand's overall visibility.

9. Conversion rate

Conversions are the ultimate goal of many social media campaigns, which involves converting potential visitors into paying customers. This metric provides insight into the percentage of customers that complete the desired action after engaging with your social media marketing, such as signing up for a newsletter or purchasing a product. High conversion rates suggest strong engagement and compelling content, which leads to a good return on investment.

10. Cost per click

Cost per click (CPC) metrics quantify the value of a visitor clicking on a sponsored advertisement or paid social media campaign. Using a CPC metric can provide insight into how much a particular advertisement costs you to run compared to the number of visitors the advertisement generates. The lower your CPC is, the more cost-effective and engaging your advertisement is to your audience.

Related: What is pay per click in advertising? (Types and steps)

11. Cost per mille

Cost per mille (CPM), which is often referred to as cost per thousand impressions, refers to how much you're spending on paid advertising for every 1000 visitors. CPM is a valuable tool in assessing how cost-effective a campaign is. Depending on other metrics, a high CPM campaign may still be worth running if it also delivers a high return on investment, awareness and engagement.

12. Followers

The follower count is a straightforward metric that's easy to measure without any dashboards or tools. Your follower count is the number of people directly following or subscribing to your page on a particular social media channel. The follower count indicates your brand's current and potential reach, with each follower potentially sharing your brand.

13. Post and page reach

Post and page reach are similar metrics that look at how far your content reaches your target audience. Post reach applies to individual pieces of content, with a higher reach suggesting that you're posting optimally for your demographic. Page reach refers to your whole social media profile and your visibility on a platform.

14. Reply time

The reply time is an internal metric that measures the activity of social media services. A fast reply time to direct messages, mentions and tags can improvement brand engagement and perception with a target audience. A slower reply time may indicate the chance to place more resources on improving engagement. This metric also applies to customer service and satisfaction, particularly with brands that offer support and helpdesks via social media platforms.

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