Social media metrics: How to measure your success

Success on social media isn’t just about likes and followers, it’s about meaningful metrics that align with your business goals. To truly measure performance, start by defining what success looks like for you. Is it brand awareness, website traffic, lead generation or customer engagement?

Key metrics to track include:

• Reach and impressions: How many people are seeing your content?

• Engagement rate: Are people liking, commenting, sharing or saving your posts?

• Click-Through Rate (CTR): Are your calls-to-action driving traffic?

• Conversion rate: Are social interactions turning into sales or sign-ups?

Use platform analytics (like Meta Insights or LinkedIn Analytics) to monitor trends over time. Don’t just look at individual posts, zoom out and assess monthly or quarterly performance to spot patterns and opportunities.

And remember vanity metrics can be misleading. A post with fewer likes but high saves or shares might be more valuable than one with hundreds of likes and no action. Focus on metrics that reflect real impact.