In today's digital landscape, social media metrics play a crucial role in guiding marketing strategies and measuring campaign successes.
Understanding and leveraging these metrics can significantly enhance your social media performance.
In this article, we will explore the essential social media metrics you should track, and advanced metrics for deeper analysis.
Social media metrics are quantitative measures used to assess the performance of social media campaigns. These metrics provide insights into how well your content is resonating with a channel’s audience, the reach of your messages, and the overall impact of your social media efforts. By tracking these metrics, companies and agencies can make data-driven decisions to refine their strategies, improve engagement, and achieve their campaign objectives.
The answer is ‘depends’! it’s highly platform specific, and varies between live, long, and short-form VOD. But let’s start with Engagement metrics. These are critical indicators of how your audience interacts with your content. The key metrics to monitor include:
Is this enough?
Understanding reach and impressions helps gauge the visibility of your campaign content:
Audience metrics help tailor your content to match your audience's preferences:
NOTE: Not every platform routinely culls bot and inactive accounts, so the correlation between followers and recently posted content views is a good indicator of how many users are still active on the channel.
Conversion metrics measure the effectiveness of your campaigns in driving desired actions. If you have a transaction outcome, these may be important to you:
Sentiment analysis assesses the emotional tone of user interactions with your brand:
Social Share of Voice compares your brand's visibility against competitors:
NOTE: All of this is only possible if you can accurately identify the products, brands and services in text, hashtags and the spoken substance of the videos.
What is in the video?
A huge blindspot for many campaigns (until RippleXn):
To make the most of social media metrics:
And importantly:
Keywords and custom lists: Did they say something you wanted OR, more importantly say something you didn’t!
Metric Name |
Definition |
Platform |
Reach |
Number of unique users who have seen your content |
Facebook, Instagram, Twitter, LinkedIn |
Impressions |
Total number of times your content is displayed |
Facebook, Instagram, Twitter, LinkedIn |
Metric Name |
Definition |
Platform |
Comments / Replies |
Number of comments or replies to your posts |
All platforms |
Shares / Retweets |
Number of shares or retweets of your posts |
All platforms |
Reactions |
Total reactions including likes, loves, etc. |
Facebook, LinkedIn |
Total Clicks |
Total number of clicks on your content |
All platforms |
Link Clicks |
Number of clicks on links from within your content |
All platforms |
Video Views |
Number of views on your video content |
All platforms |
10s Video Views |
Number of 10-second views on your video content |
All platforms |
3s Video Views |
Number of 3-second views on your video content |
All platforms |
Media Views |
Total views on media content |
All platforms |
Engagement Rate |
Total engagement divided by total reach |
All platforms |
View Rate |
Number of views divided by impressions |
All platforms |
Click-through Rate |
Number of clicks divided by impressions |
All platforms |
Metric Name |
Definition |
Platform |
CPM |
Cost per thousand impressions |
All platforms |
CPC |
Cost per click |
All platforms |
CPA |
Cost per acquisition |
All platforms |
ROI |
Return on investment |
All platforms |
Metric Name |
Definition |
Platform |
Referral Traffic |
Traffic referred from social media |
All platforms |
Bounce Rate |
Percentage of single-page visits |
All platforms |
Metric Name |
Definition |
Platform |
Conversion Rate |
Percentage of visitors who complete a desired action |
All platforms |
Sales Revenue |
Revenue generated from social media efforts |
All platforms |
Lead Generation |
Number of leads generated through social media |
All platforms |
Metric Name |
Definition |
Platform |
Keyword mentions |
Can be Brand, Product or Service, abbreviations, etc. |
YouTube, TikTok, Instagram, Facebook, Twitch |
Watch-words and phrases |
Alert words requiring contextual checks. |
All platforms |
Sentiment over time |
Sentiment analysis during the course of a livestream |
YouTube, Twitch. |
Share of voice |
How many times your brand or product is mentioned compared to competitors |
All platforms |
RippleXn can simultaneously watch thousands of hours of social video. It can harvest the text and descriptions, but most importantly it can understand the spoken word.
RippleXn’s tool can solve these problems and provide visibility on the advanced metrics for the campaign and the legal aspects of managing the campaign.
What should I do next?
Talk to the RippleXn team at hello@ripplexn.com or via the onsite forms to discuss how to accurately report on your social media campaigns and advertising compliance.