Social Media Analytics Metrics Complete Guide

It depends on your goals. For awareness: reach. For engagement: engagement rate. For conversions: click-through rate and website traffic. There's no single 'most important' metric.

Reach is unique accounts that saw your content. Impressions is total views (same person can see it multiple times). Reach tells you audience size; impressions tell you visibility.

Varies by platform and audience size. Generally: 1-3% is average, 3-6% is good, 6%+ is excellent. Smaller accounts typically have higher rates than large ones.

Track follower growth rate, not just total count. A steady growth rate matters more than raw numbers. Focus on quality followers who engage.

Use UTM parameters on links, set up Google Analytics goals, and use platform-specific conversion tracking (Meta Pixel, LinkedIn Insight Tag, etc.).

Metrics that look impressive but don't indicate business value - like high follower counts with low engagement, or impressions without clicks. Focus on actionable metrics instead.

The most common formula is: (Total Engagements / Total Followers) x 100. Engagements typically include likes, comments, shares, and saves. Some prefer calculating against reach instead of followers for a more accurate view of active engagement.

Start by establishing your baseline - track current metrics for 4-8 weeks. Then set goals that are 10-20% improvements over your baseline for sustainable growth. Use industry benchmarks as a reference point, but prioritize improving against your own historical performance.