• Mariska Olivier Steyn

Social Media Insights: How to Track Your Campaign Metrics




Did you know that 72% of marketers improve their brand interactions through social media marketing?


This statistic shows how big a role social media plays when you want to improve your brand’s reputation and interact with your clientele. Thus, tracking your metrics within social media marketing is important and something you should scrutinize thoroughly.


It is essential to ensure you get the best return on investment in your social media campaigns. Read the guide below to see the best ways to measure and track your social media metrics.

Metrics to Track

In order to find out if your campaigns were a success, you will have to track a few metrics to get a clear indication, as you would with any marketing strategy. The following are the most important metrics to keep on top of during the length of your campaign.


Tracking Reach

Reach is one of the most common social media metrics, and its importance cannot be stressed enough. Reach can be regarded as an actionable metric since it is directly influenced by when your audience is the most active.


Reaching an audience these days isn't the most important thing but reaching the right audience is what every social media marketer is looking for. Reach refers to how many unique visitors you've had on your post since it was posted. In order to track this metric, you'll have to use a social media analytics tool.

Engagement Rate

Total engagement refers to the number of likes, shares, and interactions you've had on your posts over a specific time period. The engagement rate is calculated by taking the total number of followers and dividing it by the total engagement.

There are two ways to calculate the engagement rate. First, you can have a total engagement rate to analyze the overall engagement of your content campaign. Or you can analyze each post to see in detail what kind of post engagement individual ones receive.

Follower Growth And Demographics

Growing your followers is a good thing and is the goal of most social media campaigns; however, having unique followers who are interested in your product or service is the best kind of followers you should be aiming at getting.


Depending on the network, you can learn more about your followers' age, group, interests, time of day they are active, type of profession, and so much more.

In order to track if you have the right type of followers following you, you will have to count the growth on a weekly or monthly basis and make sure that your follower count is increasing steadily.


The second part of the follower insights and metrics is to analyze whether your followers match your target audience. This means that you will have to check your followers against pre-determined criteria.


For example, are your followers in the right geographical location? Does the audience match the service or product you're trying to sell or provide?

Number of Impressions

Impression refers to the number of times your content has been shown, regardless of whether it was clicked on. A viewer also doesn't need to engage with the post to make it count as an impression. Also, you can have multiple impressions per person for any single piece of content.


Most social media platforms have the ability to track impressions as a standard feature, so your social media campaign management will always include this. The trick with impressions is to have a starting point.


You can't gauge whether your impressions have increased if you don't have a starting point. It is vital for your tracking to note that impressions are how many times your content is displayed and not only the amount of unique views.

Conversion Rate

The conversion rate represents how many people take the desired action after clicking on and viewing your post. A conversion rate is a good way to see if your posts are attracting interest and if you are getting the right amount of sales or desired effect from it.


Conversion rate is the ultimate action you would like someone to take on your website, and it can include downloads, registrations, subscriptions, and installations.


To track conversion rates, you will need to have analytics in place to see how many clicks to your website you have received. You will most likely convert a visitor into a customer on your website.

Customer Response Rate

Nowadays, social media is one of the most popular ways for customers to interact with a brand.


It's important to respond to all the comments and messages you receive, even if it's difficult to do so at times. This specific social media metric measures the number of messages you've responded to on your social media accounts.


For example, here's how you do it: 100 times your number of responses divided by the number of people who have interacted with your page.

Measuring ROI

Some of the social metrics that have been discussed so far are geared toward social media marketing. Others are primarily intended for use in social media reporting.


To get the most out of your social media efforts, you should also keep an eye on additional but equally important social media metrics.


For any marketing campaign, the return on investment (marketing ROI) is the most important metric to track. For this reason, success and business growth are strongly linked to it.


To do this, you need to record your spending and then calculate the sales made directly due to social media.

Social Media Marketing Success

Social media marketing doesn't have to overwhelm; it can be easy if you pre-plan what you want to achieve! Do this by setting your goals and recording your progress along the way.


This is how you'll be able to adapt your strategy: through tracking and measuring. It will also help to find the best possible channel to generate leads and increase your sales.


Now that you've got a handle on your social media marketing metrics, read this article on how to use social media marketing to drive brand loyalty to round off your digital campaigns!

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