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Social media marketing metrics to keep an eye on in 2020

As an eCommerce business owner, you need to understand the parts that absolutely matter when it comes to digital marketing on social media. This means that you need to understand what social media metrics you need to focus on to ensure your marketing efforts are driven by data and converting.


Picture this. You’re a cafe owner looking to use social media to bring in more bookings. You notice that the number of likes you’re getting across your content isn’t what you expected, despite the increase in bookings. Are you focusing on the right metrics?

In social media marketing valuable metrics matter (this shouldn’t be confused with vanity metrics like social media likes and shares). You want to be focusing on the data that measures the real success of your social media marketing campaign. So, what metrics provide you with the data you need to measure your success?


In this blog, we’ll be introducing you to the main social media metrics you need to meet your business goals and measure the success of your social media marketing campaign. 


At Social Connection, we analyse social media performance metrics using the marketing funnel: awareness, engagement/consideration and conversion.



At this stage of the funnel, you want to be looking at metrics that relate to both your prospects and current consumers. 


  • Reach

The reach metric on your social media posts refers to how many users have seen that specific post. Diving deeper into the post’s topic, hashtags performance and post time whilst measuring these variables against other posts can give your brand an indication of what works better in both appearing organically on your follower’s social media feeds and in prospects finding your posts.


  • Impressions 

Impressions tell you how many times a post was shown on a user’s screen. This metric is an indication of both the visibility of your post and how well your engagement level is. If there is a high number of impressions vs engagements, you need to re-evaluate the content you’re sharing with your audience.



The next level of the funnel is focused on comparing your engagement to your impressions and how well your audience interacts with your brand online.

  • Interactions like organic mentions and shares as well as engagement levels on your posts and polls and dividing this by your impressions will give you an indication of how well your content is resonating with your audience.



Towards the bottom of the funnel, these metrics will show you how well your social media marketing efforts are converting. 


  • Conversions

Tracking the number of site visitors that come from your social media platforms can be used to measure the success of your social media engagement.


  • Click-through rate (CTR)

Your CTR is a metric used to measure both the success of a social media ad and post. The higher the CTR, the more effective and enticing your social media post/ad is. The result is often determined by how well your creative and copy is executed.


With social media ever-growing with new platforms emerging into the digital landscape, the amount of metrics you can analyse and implement into your strategy is virtually limitless. This year you can count on these essential metrics to guide you on measuring the success of your next social media marketing campaign, driven by the right data so that you can ensure a great ROI on your marketing efforts.

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