Social media metrics, or social metrics, massively improve your marketing. They provide quantifiable performance data to tailor your campaign for maximum effectiveness. We’ve selected the 20 best metrics for social media marketing for you in 2024.
Keep reading to learn how to measure social media engagement and how to measure social media success.
Why do social media metrics matter?
You need to measure your social media performance through metrics to understand your marketing’s effectiveness. These social media measurement metrics reveal your marketing’s reach, engagement, and other information. Use it to improve your ROI.
For example, you can use click-through rates to understand user behavior, which you’ll use to make campaign adjustments.
Analyzing your social media metrics helps you allocate resources better as a marketer. This way, you’ll achieve high-performing strategies. And you’ll improve your ROI and build a cost-effective marketing approach.
You can’t build an informed marketing strategy without these metrics. So, keep reading to learn about social media reporting metrics.
Types of Social Media Metrics
These are the 4 main types of social media metrics to track in 2024.
Type 1: Engagement Metrics
Social media engagement metrics refer to measurements related to user interactions with your content. Examples of engagement metrics on social media include likes, shares, and comments. Engagement metrics quantify your audience’s interaction with your content.
These types of metrics reveal your content’s effectiveness with your audience. For example, you can judge your audience’s loyalty based on the likes and shares your posts receive.
A high engagement level reveals your content provides impactful communication and relevant communication. Both are vital for social media marketing success.
- Engagement Rate
Your engagement rate gauges your content’s effectiveness through user interactions. It includes metrics like likes, comments, and shares. Naturally, a high engagement rate means your audience enjoys your content.
A high engagement rate demonstrates your social media content is effective.
- Amplification Rate
Your amplification rate reveals the extent to which users share your content. It also shows your content’s organic reach and your audience’s interest. A high amplification rate shows your content is effective.
It also shows your content is likely to be shared across platforms.
- Virality Rate
Your virality rate measures how fast and extensively your audience shares your content across social networks. It reveals how sharable your content is. A high virality rate means your content easily gets shared.
So, a high virality rate means you’ll quickly achieve a widespread online presence.
- Click-Through Rate (CTR)
Your CTR measures the percentage of users who click on a link on your website. The higher your CTR the more effective your marketing.
Your CTR measures the effectiveness of your call to action. So, it’s a relevant metric for gauging website performance and online advertising.
- Average Response Time
Your average response time reveals how quickly you respond to user comments and queries. A low average response time proves your business is attentive to customer needs. It also means your brand prioritizes customer satisfaction.
So, having a low average response time is important for building positive customer relationships.
Type 2: Reach and Visibility Metrics
Reach and visibility metrics measure how many users access your content. Reach metrics measure how many distant users view your content. So, these metrics reveal your audience’s potential size.
Visibility metrics measure how frequently your content appears. An example of a visibility metric is impressions. Visibility metrics determine your content’s exposure.
These metrics help you understand your brand awareness and content performance. So, they’re some of the most important social media metrics.
- Reach
Your reach measures the number of people who’ve seen your ads and posts. You can use it to gauge your audience’s potential size. For social media, your reach is
You need high reach to achieve brand visibility and build a broad online presence. That way, you’ll increase your marketing’s impact.
- Impressions
Your impressions are how many times your content is displayed on screens, including repeated views. You’ll use it to understand your brand’s overall exposure. You also learn how frequently audiences view your content.
- Cost per Thousand Impressions (CPM)
Cost per thousand impressions (CPM) is the price of a thousand ad views or impressions. You’ll use CPM to optimize your budget and increase your advertising efficiency.
A lower CPM means you’re employing cost-effective strategies. A low CPM means you’ll maximize exposure to your target audience within your budget.
- Social Share of Voice (SSoV)
Your social share of voice (SSoV) assesses your brand’s social media presence compared to your competitors. It’s how much your brand owns the total conversations in your industry.
Your SSoV helps you understand your brand’s position relative to competitors.
- Share of Conversation
Your Share of Conversation is the percentage of online discussions that include your brand’s name compared with competitors. It establishes your brand’s presence in your industry.
You can use it to better understand your market share online. You also gauge your brand’s impact on online conversations in your industry.
Type 3: Content Performance Metrics
Your content performance metrics gauge your online content’s effectiveness. These metrics include user interactions, like shares, views, and time spent on pages. You can use these metrics to improve your audience engagement and brand visibility.
- Video Views
Your video views are the number of times your videos are watched. Video views measure your video’s popularity and reach.
So, high view counts mean your content resonates highly with audiences. So, video views are an excellent social media performance metric.
- Video Completion Rate
Your video completion rate is the percentage of your viewers that view your video entirely. It indicates both your viewer engagement and your content’s relevance.
This metric measures your video content’s effectiveness.
So, it’s an excellent metric for maximizing audience retention.
- Bounce Rate
Your bounce rate is the percentage of visitors that leave your visitors after viewing a single page. A low bounce rate indicates high user satisfaction and content effectiveness.
Use it to assess your website’s effectiveness and user experience.
You’ll also measure your landing pages’ relevance and improve audience engagement.
- Referral Traffic
Your referral traffic is how many visitors are directed to your website from external sources, like other sites and social media platforms.
It measures your social media marketing’s effectiveness.
You can analyze your referral sources to optimize your strategy. For example, you can identify which sources provide the most traffic.
- Average Session Duration
Your average session duration is the average time users spend on your website per visit. Longer average session durations mean users had positive user experiences.
This metric reveals information about user behavior on your site. You can use it to optimize your website content and improve your user engagement.
Type 4: Audience and Customer Metrics
Audience and customer metrics assess audience behavior and customer satisfaction. Audience metrics include reach and engagement. You’ll use them to evaluate your online interactions and guide your content strategy.
Customer metrics include Net Promoter Score (NPS) and Customer Lifetime Value (CLV). These metrics measure your business’s ability to deliver satisfaction and loyalty. Your business will use these to better understand customer sentiment.
- Audience Growth Rate
Your audience growth rate is how quickly your online following increases. It indicates both audience engagement and content effectiveness. Use it to understand how quickly you gain new followers.
A high audience growth rate proves your marketing was successful. It also means you have good brand visibility and customer reach.
- Churn Rate
Your churn rate is the percentage of your customers who stop using your service. A high churn rate means your customers are dissatisfied, and you should improve service.
Your business should prioritize reducing your churn rate to retain your customers. You’ll also enhance your loyalty by reducing your churn rate.
- Influence Score
Your influence score is your brand’s impact online. It includes factors like your reach and credibility across social media platforms. Knowing your influence score reveals the effectiveness of your online content.
- Customer Satisfaction (CSAT) Score
Your CSAT describes customer contentment with your products or services. You’ll typically measure it through post-interaction surveys. Such surveys will typically range from 1 to 5, with higher scores indicating better satisfaction.
Your CSAT scores help you identify your strengths and weaknesses. You can also use it to enhance customer experience.
- Net Promoter Score (NPS)
Your NPS measures the likelihood of your customers recommending your brand. The scores categorize your customers as promoters, passives, and detractors.
Your NPS score values range from to 100. A high NPS value shows strong customer loyalty, while a low one indicates unsatisfied customers.
Start Measuring Your Success
You’ve learned the importance of tracking social media metrics. Social media marketing metrics are an objective way to track your marketing performance. That’s because they provide insight into your audience’s behavior and preferences.
You can then tailor your marketing campaign around this information.
Learning more is the best way to determine how social media metrics benefit your business.
