There are many different ways to track metrics in social media and it's important to know where to invest your time and effort. But which numbers? I have 7 key metrics that I always track.

0:00 Introduction
0:55 Metric No. 1 Reach
1:45 Metric No. 2 Impressions
2:25 Metric No. 3: Engagement rate
3:04 Metric No. 4 Reinforcement Rate
3:37 Key figure no. 5 Virality rate
3:52 Metric #6: Audience Growth Rate
4:15 Indicator No. 7: Social Recommendations
4:45 Bonus metric ROI

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You may be on every major social media site, but all your effort is worth nothing if you don't track what's driving your results and what's not. Trust me, many times I've posted something and loved it. Well, I didn't succeed. Sure, I might have gotten a few likes or impressions, but those things didn't really help my business grow. So what do I do after a post like that? I look at the numbers.

Number one metric: reach. Reach is the number of people who see your content. It's always important to ask yourself two main questions: are you reaching enough people or not. If you're reaching enough people, why aren't they converting? Pay attention to an important part of your reach. If you're targeting the wrong type of people, you should adjust your content and look at what some of your competitors are doing so you can target the right people and get more sales.

Metric two, impressions. Meta saw a 10% increase in impressions in 2021. But if you think about it, if these social networks' percentages go up, your percentages should go up too. But on the other hand, if their percentages go down and yours go down, you think, "Wait a minute, I'm not getting as many impressions. What am I doing wrong?" Well, let's say a social platform's impressions go down 20%, but your impressions stay the same. That means you're doing something right. If they're actually gaining users, you'd be better off, but that's why tracking impressions is so important.

Metric three: engagement rate. The easiest way to find out how you're doing across all social networks is to look at your competition and compare their engagement rate, which is how many likes and comments they get per post based on the number of followers they have. If you're doing better than your competition, you're doing well.

Metric four, amplification rate. The ratio of shares per post to total followers. So that's something you want to look at closely because it'll help you see what kind of content is helping you and what content isn't really getting you the amplification that you're looking for. You want to create more content that's getting you the amplification and less content that's not getting you much of it.

Metric five: Virality rate. Similar to amplification, it measures how often your content is shared, but virality rate calculates share as a percentage of impressions rather than impressions by followers.

Metric six, audience growth rate. How many new followers are you gaining on social media in a given period of time as a percentage of your total audience? Here's a tip for you. If you want to grow your audience quickly, switch to TikTok. It's the fastest growing social network with 105% user growth in the US in the last few years.

Metric seven: Social media recommendations. According to HubSpot, consumers are 71% more likely to make a purchase based on social media recommendations. Social media recommendations are hugely important because other people are vouching for you and saying that your product or service is good. Think of it as a type of review or rating on Amazon. The same concept applies to social media recommendations, for example.

Now, one bonus metric for you, and this is the most important one, which is why I really want to save it for last, and that would technically be number eight: ROI. What is your ROI on social media? Which posts are giving you the most return, and which posts are generating very little to nothing? And you can track that in Google Analytics. You can set up goal and conversion tracking. When someone fills out a lead form, makes a purchase, or purchases a service through your signup, you can also survey them and ask how they found you and where they signed up from.

If you need help growing your business, check out my advertising agency Neil Patel Digital: https://npdigital.com/

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