5 Metrics Measured by Social Media Analytics

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It can be hard to keep up with all the changes happening online. But it’s not impossible! You can track your social media performance in a variety of ways, and you should do so if you want to see how well you’re doing. Here are five tips for tracking your social media mix:

5 Metrics Measured by Social Media Analytics

What are social media metrics and why should you track them?

Your social media goals are what determine your metrics. For every goal, you need a related metric, which will help determine if your social strategy is hitting the mark or not.

For example, your business goal may be to increase conversions. Therefore, your social media goal becomes increasing conversions from those that visit your site via posts that are part of your strategy. Now that you have a goal in mind, you can clearly identify which social media metrics to measure and a time frame in which to measure them. For example, increasing conversions from social by 25% in a three-month span. To meet this goal, you decide to run a campaign that will include ads, product tags and influencers. To measure this, you determine that you’ll look at the social traffic and conversion rate metric from those posts in your website analytics.

Social media metrics are important because they prove you can measure how successful a campaign is, how well your social strategy is performing, and ultimately if you will have an impact on your overall business. Not only does having these metrics give you an opportunity to showcase the impact of your work to executives, but providing consistent social media metric reports can lead to major shifts for your social team, including budget increases and increased access to resources. And last but certainly not least, metrics keep you aware of general social profile and brand health – you don’t know the impact of your social media presence until you have the data to back it up.

Essential Social Media Metrics You Should Be Measuring

1. Volume

The first – and easiest – social media metric to measure is volume. What is the size of the conversation about your brand or your campaign? Volume is a great initial indicator of interest. People tend to talk about things they either love or hate, but they rarely talk about things they simply don’t care about at all.

While volume can seem like a simple counting metric, there’s more to it than just counting tweets and wall posts. It’s important to measure the number of messages about your brand, as well as the number of people talking about your brand, and track how both of those numbers change over time. For example, Facebook Insights has a useful metric (cleverly called “people talking about this”) that measures how many unique people have posted something to their walls about your brand page.

Learn when volume is higher – are there days or times when more people seem to be talking about your brand? You can use this information to focus more of your own posts during these times to get more engagement, which we’ll talk about in a minute.

2. Impressions / Reach

Impressions and reach are two metrics that don’t get the respect they deserve. The amount of people being served your content (reach) and the amount of times your content is being served (impressions) can tell you a lot about how your content is performing.

The algorithms used in the social news feeds dictate who sees what content, so a rapid drop in these visibility metrics can indicate that your content doesn’t mesh well with the algorithms, and thus what people are responding to. If you’re running social advertising, you’ll want to reference these metrics to ensure the delivery of your ads, and to determine how engaging your ads are by looking at your click-through-rate.

Impressions and Reach are important metrics to track because if you don’t know how many people are seeing your content, you have no context on the amount of engagement that content generates.

For example, getting 25 engagements on 1000 impressions is much different than getting 25 engagements on 10,000 impressions. Visibility metrics help add context.

3. Engagement

Speaking of engagement metrics, this is one of the most important areas to measure in social media. How are people participating in the conversation about your brand? What are they doing to spread your content and engage with the topic?

In most social media settings, content can be both shared and replied to. Twitter retweets (RTs) and Facebook shares and posts are helpful to know who is spreading your content, while comments, replies and likes are helpful to see who is replying to your content. Think carefully about your goals with social media. Are you focused more on generating interaction (replies, comments) or on spreading a message (retweets and posts)? Be sure you’re using metrics that reflect what’s important to your brand right now.

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And are there types of content that generate engagement? Start paying attention to what messages generate the most replies and RTs. It might surprise you what people interact with; it’s not always what you expect.

4. Website Visits

Website visits tell you if your social media strategy is going the extra mile and attracting users to actively seek more information about your brand.

It’s very important to measure website visits so that you can identify where your social strategy fits in with your overall digital marketing efforts. Also, you can learn even more by looking at the amount of pages your social traffic visits, how long they spend on your site and more! Great, useful data here.

5. Influence

Who is talking about your brand and what kind of impact do they have? Influence is probably the most controversial social media metric; there are myriad tools that measure social influence, and they all do it in different ways. But one thing they all agree on is that audience size does not necessarily relate to influence. Just because someone has a lot of friends or followers, that does not mean they can encourage those followers to actually do anything.

Based on past actions, we can make assumptions about how influential someone might be in the future. This type of potential influence is useful to decide who to reach out to when you’re preparing for a campaign. Tools like Klout and PeerIndex assign people an influence score. Tools like these measure online social capital and the (potential) ability to influence others.

Kinetic influence, on the other hand, will help you understand who is participating in and driving conversation about your brand and your campaigns, and who gets others to participate in these specific conversations. You can find your brand advocates by focusing on people whose messages are amplified by others, and not just who has the most followers.

6. Conversions

With less than 10% of marketers being able to quantify their social media efforts, measuring conversions is a wonderful place to start.

We recommend measuring conversions from social media just like you would any other traffic source in Google Analytics – though the one thing to keep in mind is that Google Analytics doesn’t’t always tell the whole story.

Currently, Google Analytics measures last-click conversions, meaning the traffic source that immediately caused the conversion gets the credit. The average internet user bounces around a lot before converting, so it’s very rare to see someone respond directly to social content piece and convert. Therefore, social media sites usually get less credit than they deserve for conversions.

I recommend getting familiar with Google Analytics so that you can start tying conversions to your social media efforts.

7. Share of Voice

Finally, to really understand how well you’re doing on social media, you should consider a share of voice metric. How does the conversation about your brand compare to conversations about your competitors? Determine what percentage of the overall conversation about your industry is focused on your brand compared to your main competitors. And learn from your competitors’ successes; since so many of these social media conversations are public, you can measure your competitors’ impact just as easily as you can measure your own.

Social Media Measurement Tools

Hootsuite Analytics

Key benefits: Performance data from every social network in one place with easy-to-understand reports

Paid or free? Paid tool

Skill level: Beginner to intermediate

Best for: Business owners who run their own social media, social media managers at small-to-medium sized businesses, marketing teams

Most social media management platforms have built-in analytics tools. We hope you’ll forgive us for saying Hootsuite’s reporting capabilities are our favorite. But it’s the tool we know and love best.

Imagine Twitter analytics, Instagram analytics, Facebook analytics, Pinterest analytics, LinkedIn analytics all in one place. Hootsuite Analytics offers a complete picture of all your social media efforts, so you don’t have to check each platform individually.

It saves time by making it easy to compare results across networks.

Social posts metrics:

  • Clicks
  • Comments
  • Reach
  • Engagement rate
  • Impressions
  • Shares
  • Saves
  • Video views
  • Video reach
  • And more

Profile metrics:

  • Follower growth over time
  • Negative feedback rate
  • Profile visits
  • Reactions
  • Overall engagement rate
  • And more

Best time to post recommendations:

Ever spend a bunch of time writing and designing a social post only to have it fall completely flat? There could be a lot of reasons for that. But one of the most common reasons this happens is posting at the wrong time. A.k.a. Posting when your target audiences are not online or not interested in engaging with you.

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This is why our Best Time to Publish tool is one of the most popular features of Hootsuite Analytics. It looks at your unique historical social media data and recommends the most optimal times to post based on three different goals:

  1. Engagement
  2. Impressions
  3. Link clicks

Sprout Social

The need for cross-channel social media analytics makes Sprout Social an easy choice for No. 1 on our list.

Whether you want to dive deep into your performance on a single network, or quickly compare results across multiple networks at once, Sprout has you covered.

Track Facebook Page impressions, tally up Twitter link clicks, measure Instagram follower growth, evaluate LinkedIn engagement, asses content performance on Pinterest and much more, all from the same location.

Then quickly organize and share your data with easy-to-understand, presentation-ready reports. Or take it a step further with Premium Analytics and create your own custom report, tailored to your organization’s KPIs.

Sprout comes complete with both templated and customizable reporting options, meaning you have multiple ways to not only gather essential social metrics, but truly understand what they mean and present them to others including only the metrics you care about most and reducing the noise.

From tags to trends and everything in between, Sprout puts powerful analytics at your fingertips. You can even access data related to internal team performance and competitor activity to help you improve customer care or benchmark your brand against others in your industry.

 The analytics other tools had just didn’t have the power. We needed the best analytics we could get. Layne Pfliiger
Social Media Manager

But that’s only scratching the surface.

Sprout’s Advanced Listening tool arms you with valuable data related to audience demographics, industry influencers, campaign performance, share of voice and consumer sentiment.

No matter your social media analysis and reporting needs, Sprout has been built from the ground up to give you a fast, user-friendly way to discover and display social insights.

Google Analytics

Key benefit: See how much traffic and leads flow to your website from your social media channels

Paid or free: Free tool

Skill level: all skill levels

Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business

You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.

While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:

  • See which social media platforms give you the most traffic
  • See what content drives the most leads and traffic on which social networks
  • Get to know your audience with demographic data
  • Calculate the ROI of your social media campaigns

With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.


With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.

HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.

What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.

That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.

UTM parameters

Key benefit: See how much web traffic and conversions your social media channels and campaigns generate (to be used with a web analytics platform like Google Analytics).

Paid or free: Free tool

Skill level: intermediate

Best for: all social media managers

UTM parameters are not a standalone social media analytics tool, but they are essential in helping you set up Google Analytics (or another web analytics platform) to best measure social performance.

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Put simply, UTM parameters are short pieces of code appended to the links you share on social media. They very precisely tell you how many people interact with your content and end up on your website.

In the screenshot above, the UTM parameter is everything that comes after the question mark.

UTM parameters aren’t essential if you’re only concerned about reporting on social media performance in terms of engagement, followers, etc. But if you want to take it to the next level, UTM parameters + Google Analytics will give you more precise data on which social media content and channels drive traffic and conversions.

Pro tip: You don’t need to know how to write code to include them on your social media posts. If you use a social media management platform like Hootsuite, you can automatically generate UTM parameters in seconds.

How to Use Social Media to Track Your Social Media Performance.

Social media is a way for people to communicate and connect with each other. It includes social media sites like Facebook, Twitter, LinkedIn, and Instagram, as well as phone apps like WhatsApp and Viber. Social media can help you track your social media performance by allowing you to see how many people have seen your post, what type of reaction it received, and how popular it was.

How to Track Your Social Media Performance

There are many ways to track your social media performance. You can use tools like Google Analytics or Facebook’s Insights to track how often users visit your website or follow your posts. You can also use tools like Sprout Social or Hootsuite to monitor your followers and posts on social media. Finally, you can use analytics software such as Mixpanel or Mixpanel Insights to measure the success of your social media marketing campaigns.

How to Improve Your Social Media Performance

There are many ways to improve your social media performance. One way is to create and follow a social media schedule. This will help you stay on top of your posts and make sure that you’re using the most effective content for your audience. You can also use tools like Buffer or Hootsuite to store and share important information quickly and easily. And finally, you can try out different social media marketing strategies to see which ones work best for you.

How to Use Social Media to Improve Your Overall Well-being.

There are many social media platforms out there that can be used to improve your overall wellbeing. Here are a few examples:

-Twitter: This platform is great for keeping track of what’s going on in the world, as well as sharing thoughts and ideas with others.

-Facebook: Facebook is a great way to keep in touch with friends and family, as well as share news and updates.

-LinkedIn: LinkedIn can be used to find new opportunities and networking with other professionals.

-Reddit: Reddit can be used to discuss current events, find information about new businesses, or ask questions about different subjects.

-Pinterest: Pinterest is a great way to get creative and share ideas for food or fashion.

Tips for improving your social media performance.

One of the best ways to improve your social media performance is to track your progress. Simply by using social media platforms like Facebook, Twitter, and LinkedIn, you can keep track of what actions you’re taking to improve your overall well-being and social media performance. This can help you focus on areas that need improvement and get feedback on what works and doesn’t work.

Use Social Media to Improve Your Overall Well-being

Another great way to improve your social media performance is to become more mindful of how you use social media. By understanding the different types of messages you send (verbal or nonverbal), and by being aware of when you might be giving away too much information, you can adjust your posts accordingly. Additionally, by setting goals for yourself in social media platforms, you can make sure that you are constantly working towards achieving positive results.

Improve Your Social Media Performance


Social media can be a great way to connect with friends, family, and other businesses. However, it’s important to take some time to monitor your social media performance and make necessary adjustments. By using social media to track your progress and improve your overall well-being, you can improve the quality of your social media campaigns. Additionally, tips for improving your social media performance are available in this guide. By following these tips, you can achieve excellent results for your business.

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