If you’re running paid campaigns on social media, here are the top social media metrics that you need to be tracking, and some tips on how to track them and why you should be.

Social Media Ads: Top Metrics to Measure

1. Social Media Reach

Reach is a measure of how many people your brand and content are getting in front of. You can think of reach simply as the number of eyes your social media presence is exposed to. Reach does not always paint the full picture, but it is a critical metric to monitor.

2. Engagement

Engagement is the social media metric that informs you how many people are interacting with the content you put out on social platforms. Engagement can come in several forms, such as comments, shares, likes, clicks, and saves.

3. Amplification Rate

This metric is known as “the rate at which your followers take your content and share it through their networks.” You can think of amplification rate as the ratio of shares per social post.

4. Social Media Referrals

Referrals, or referral traffic, are a measure of how many visitors are coming to your site from social media. When someone clicks a link in a social media post and then lands on your site, that’s a referral visit. For many businesses, social media referrals are a source of website traffic.

5. Click-Through-Rate (CTR)

Click-through-rate or CTR tracks how many people click your ad or content, typically to be directed to a page on your site where additional content lives. If you’re running ads on social media, your links should point to landing pages where users will hopefully go on to complete a conversion.

6. Bounce Rate

Bounce rate measures the number of people who landed on your website or landing page and then immediately split. This could be due to a variety of reasons, such as accidental clicks, but if the traffic coming to your site from social media has an unusually high bounce rate, it’s a sign that your site isn’t giving users what they hoped to find.

7. Conversions and Conversion Rate

In social media advertising, the conversion rate is important because of its direct effect on your ROI (return on investment). You need a strong conversion rate, as well as a low cost per conversion, to make your ad investment worth it.

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