Let’s dive into specific metrics and see why they are important to the health of your social media campaign. Each one serves its own purpose in helping you identify key data points.
1. Reach
Reach is a key metric that tells you how many people viewed your content. It’s an overall eye on the post metric. When taken as an average among a series of posts, you get to see what your target audience looks like. When looking at reach, you want to understand how many viewers are followers versus non-followers. Hitting a high percentage of non-followers helps you expand your targets and get in front of more people. It also helps you build more followers as people may decide to follow you after seeing your posts.
2. Impressions
Impressions are similar to reach. Where reach describes the number of people who saw the post, impressions describe how many times the post was seen. Remember it may take more than one viewing of the post for people to take action. When the same person sees your content repeatedly, they will be more likely to engage or act on the post. Marketers recommend taking a deep dive into posts that get viewed multiple times to understand why the post has so much traction. It can be a good learning tool to help you continue to build effective content.
3. Engagement Rate
Engagement is when a viewer does something with your post. They can comment on it, like it or share it. Engagement rate is the percentage of engagements with your posts per your audience. Defining your audience can be tricky since not all followers will see your post and even non-subscribers can engage with you. Most often, it is measured as a percentage of your followers.
4. Amplification Rate
Your amplification rate is an important metric. It tells you how many times the post was shared in relation to your followers. The more people share your content, the greater the audience is. That improves your reach and hopefully engagement. As such, you want the amplification rate to be higher, which means it’s getting more shares. For posts with low amplification rates, you may want to review the posts to see what could be improved.
5. Audience Growth Rate
This metric tells you how many new followers you are getting within a given time frame. New followers means your brand is growing and your social media campaigns are effective. This metric isn’t just a number of new followers but is instead a percentage of your total audience. This means that growth rates for small audiences grow at a higher and faster pace than those of big audiences. After all, when you only have 1,000 followers, growing by 100 is a big deal. That’s 10%. But when you have 100,000 followers, adding 100 new followers doesn’t have the same impact.
6. Video Views
Videos are an important part of many social media campaigns. A post with a video may have an impression, but that doesn’t mean the viewers actually watched the video. Video views tell you that data. Keep in mind that different platforms count a view differently. Overall, clicking and watching a few seconds of the video counts as a video view.
7. Virality Rate
Virality rate is similar to amplification rate. It tells you how many times the content was shared. However, unlike amplification rate that places this ratio as a percentage of followers, virality rate measures it as a percentage of the impressions the post got. The higher the virality rate, the better your post is at getting spread virally among those who come across it. Of course, social media marketers would love for all posts to go viral, but this isn’t common and you should use this metric in conjunction with other metrics to determine success.
8. Video Completion Rate
Video completion rate is similar to video views. It tells you how many eyes were on the video in the post. Where video views count all who watched a few seconds of the video, the video completion rate tells you how many people got to the end of the video. If people are watching through to the end, that’s a good indication of content that is compelling to your audience.
9. Net Promoter Score (NPS)
This is a metric about customer loyalty. It tells you who is likely to promote your content. To get this score, you send out a specific post with one question or query: “How likely would you recommend us to a friend?” Ask customers to rate this on a scale of one to 10. Those who score a nine to 10 are promoters. Those who score a seven to eight are passive viewers, with those below this score being what are called detractors—they aren’t really helping you grow.
To calculate the NPS score, subtract the number of promoters from detractors and divide the results by the total number of respondents to the survey. Multiply that by 100 to get the percentage.
10. Click-Through Rate (CTR)
The purpose of a social media campaign is to have viewers take action. Action is done by clicking through any link in the post to get more information or to buy a product or service. How often people click links is your click-through rate. It tells you how many people saw and responded to your post. You can get the CTR by dividing the total number of clicks by the number of impressions and multiplying that number by 100.
11. Conversion Rate
Along with the CTR, the conversion rate tells you that someone took action. They clicked the link. Whereas the CTR stops with the click, the conversion rate measures how many people bought or subscribed to you. When it comes to business success on social media, fewer metrics are as important as conversion rate. Calculate the conversion rate by dividing the number of conversions by the number of clicks.
12. Cost-per-Click (CPC)
This metric is used when posting paid ads. It tells you how much it costs per click your post gets. In other words, it tells you if your marketing budget is being well spent. Your ads manager will calculate the cost-per-click for you so you can manage your ads more effectively.
13. Cost per Thousand Impressions (CPM)
Sometimes you do a paid ad to build the brand. In this case, the CPC is less relevant than the cost per thousand impressions. You want a lower cost per thousand impressions to have an effective branding campaign. This metric focuses on the views the posts get and doesn’t worry about action.
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